No centralized telephony
Operators communicated with clients via personal phones. Enquiries were lost, and controlling communication quality was impossible.
CRM · Call center · Telephony · Analytics
Comprehensive process automation for a financial organisation
We connected IP telephony, CRM, call-centre and office operations, analytics, the website and the marketing funnel in one digital ecosystem. According to the original case data, sales doubled.
Financial servicesAlmaty, KazakhstanMid-sized business · NDA
IP telephony
Customer CRM
Sales scripts
Analytics
Reception
CL
Incoming call · client foundEnquiry recorded automatically
In progress
Responsible manager assigned · interaction history available
Sales scriptOpen
Client historyUploaded
RoutingAssigned
ClientName undisclosed · NDA
GeographyAlmaty, Kazakhstan
ResultSales doubled
SolutionSingle digital ecosystem
About the project
When communications are not recorded, the business loses control
The financial organization serves clients through a call center and an office. Before implementation, communication was conducted via operators' personal phones, enquiry data was stored in Excel, and management lacked a unified view of sales.
It was necessary to build an end-to-end process: from the first call and online enquiry to assigning a client to a manager, serving in the office, and management analytics.
Before implementation
Disparate tools hindered control over sales and service
The team worked without a single customer perimeter. Calls, enquiries, client history, office work, and manager metrics were not linked.
Enquiries stored in Excel
There was no single client database. Information was in spreadsheets and did not give the team a holistic view of customer work.
Office worked slowly
Employees had to manually search for client data and find out which manager was handling the enquiry.
No tracking of manager sales
Management could not see how many services were sold and what contribution each employee made to the result.
No analytics
There were no transparent metrics for the call center, managers, client base, and marketing channels.
No website and marketing funnel
The company lacked a high-quality digital entry point and a systematic mechanism for attracting new clients.
Solution
Built a unified digital sales and service loop.
All key customer interaction points are now connected: calls, CRM cards, sales scripts, handovers between staff, office visits, reporting, and marketing sources.
Before implementationOperators' personal phonesEnquiries in ExcelManual client data searchNo assigned managerNo management reportsNo marketing funnel
WDACRM-
CRM-
ecosystem
Sales and service
After implementationIP telephony and call distributionUnified client databaseInteraction history and scriptsReception moduleReporting and analyticsWebsite and lead generation
Unified perimeter · integrated system stack
IP telephonyCRMSales scriptsReceptionBI analyticsWebsiteLead generation
01 · Audit
Analyzed processes and prepared an automation strategy.
Started with a detailed analysis of the company's operations. Identified bottlenecks, points of lost enquiries and sales, and then documented the sequence of changes.
- Description of all processes
- Identification of bottlenecks
- Enquiry loss map
- Change strategy
Call → Consultation → Office → Deal → Report
Incoming 01
Telephony
CRM 02
Client card
Office 03
Reception
Control 04
Analytics
02 · Call center
Implemented IP telephony and call management system.
Created a unified call center workflow: calls are automatically distributed among managers, conversations are recorded, and sales scripts open directly in the system.
- Automatic call distribution
- Sales scripts in the system
- Call recording
- Operator quality control
Incoming call New clientAutomatically directed to a free operatorOOperator
Sales script ActiveOpened within the work window
Conversation is recorded Quality controlRecording will be saved in the client card
03 · CRM
Created a unified client database and interaction history.
Every enquiry is logged in CRM. The operator sees the client's history, passes it further in the process, and the system assigns the enquiry to a specific manager.
- Unified client database
- Automatic logging of enquiries
- Full communication history
- Manager assignment
CRMClient foundIn progress
Call loggedAutomatically · IP telephony
Interaction history openedAvailable to the operator
Manager assignedProcess handover
04 · Office operations
Automated receptionist customer service
We implemented a separate module for the office. The employee only needs to find the client by phone number to view their data, interaction history, and assigned manager.
- Client search by phone
- Interaction history
- Visibility of the responsible party
- Routing to specialist
SearchBy phone number
Client cardFound
ManagerAssigned
Client directed to the correct specialist
05 · Analytics
Set up reporting for sales, team, and marketing
Management received performance metrics for the call center, managers, client base, and advertising channels in a unified analytics environment.
- Call conversion
- Manager efficiency
- Repeat enquiries
- Marketing efficiency
Call center
Conversion · calls
Managers
Deals · efficiency
Marketing channels
SEOOrganic trafficcontrol
ADSAdvertising campaignscontrol
06 · Website and marketing
Created a website and launched a marketing funnel
Developed a modern website with CRM and marketing tool integrations. Set up SEO promotion, lead collection, and advertising campaigns with targeted reach.
- Website with convenient structure
- CRM integration
- SEO promotion
- Lead generation and advertising
WebsiteSEO · advertising · leads
Transfer
CRMLead recorded
New enquiry enters the unified sales environment
Result
From scattered actions to a managed sales system
Before implementation
- ×Calls from personal phones
- ×Enquiries and clients in Excel
- ×Manual client search in the office
- ×No control over manager sales
- ×No analytics and marketing funnel
After implementation
- ✓IP telephony and call monitoring
- ✓Unified database and enquiry history
- ✓Fast client routing in the office
- ✓Reports on managers and call center
- ✓Website, CRM, and marketing are interconnected
Customer Journey
From the first call to transparent management analytics
Every interaction is recorded in a single digital loop and remains accessible to the team.
- 01
The client calls.
IP telephony receives the enquiry and routes the call to an operator.
- 02
The CRM identifies the client.
The enquiry is logged, and the client history and card are opened.
- 03
The operator works according to the script.
The system helps conduct the consultation and preserves the context of the dialogue.
- 04
The office sees the history.
At the reception, the client is directed to their assigned specialist.
- 05
The manager sees the analytics.
Data enters reports on sales, employees, and channels.
Solution Architecture
One ecosystem for the client flow.
Telephony, CRM, office, analytics, and marketing work as an integrated process.
Sources
IP telephony
Website and advertising
WDA
CRM
clients · enquiries · managers
Team work
Call center and scripts
Reception module
Reporting and BI
Project Effect
The system linked sales, service, and management control.
The original case records a 2x sales growth after comprehensive automation.
Sales doubled
The result is recorded in the original case after implementing a unified digital ecosystem.
Calls became manageable.
Enquiries are distributed among managers, recorded, and logged in client cards.
The office serves clients faster.
Reception sees data, history, and the responsible manager without manual search.
Management gained transparency.
Analytics covers the call center, managers, client base, and marketing channels.
Implementation Stages
From process audit to launching the marketing funnel.
1
About 3 daysBusiness process analysis
Conducted interviews, assessed current processes, identified bottlenecks, and prepared a change strategy.
2
About 1–3 weeksIP telephony and CRM
Implemented a call center system, automatic call distribution, and CRM for client management.
3
About 1–2 weeksOffice work automation
Implemented a reception module and automated the visitor service process.
4
About 1–2 weeksAnalytics and reports
Configured the BI system with visual reports and optimized data collection.
5
About 1–2 weeksWebsite and marketing campaign
Created a website, configured end-to-end analytics, advertising campaigns, and lead generation system.
Need a unified loop for sales and customer service?
We will analyze where enquiries are lost, how the team works, and which metrics management cannot see. We will prepare a clear automation plan.
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