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Call Tracking Service And CRM Integration Through 6 Thinking Hats

Undeniable fact: the business landscape is growing fast, so as the competition moves ahead with ever-increasing velocity. In practice, call tracking service helps to build iterative work environment and lifts its users a spirit of continuous improvement of the marketing and sales performance. As data-focused strategies are getting higher positions, the goal of making teams more productive creates a fresh requirement: a support of CRM integration.

Issue Setting: Call Tracking Integration

To keep the competitiveness level, every vendor starts digging into the details and looks for upgrades that will address the client’s pain points and bring success. Big data has gained the ground and call tracking service collects hundreds of valuable information which business owners eager to deliver into a single place to analyze. In this way, CRM integration becomes a one of the must-have options that attracts your potential users and retains the current clients.

Despite it sounds quite simple, the task itself is dubious and quite complicated to establish. So, business software vendors consider how they would benefit from developing call tracking integration along with the risk degree measurement. In case, you inspect information and search the valuable solution for accomplishing this initiative, the technique of six thinking hats will facilitate the rational and logical decision-making process.

How Can 6 Thinking Hats Help Me?

Six thinking hats system was developed by Dr. Edward de Bono as an innovative tool for group discussion and individual thinking. It is a technique of lateral thinking that helps to solve complex problems through the indirect and creative approach using reasoning and logic. Using this psychological tool, you will get the view of call tracking integration from

  • informational (white hat),

  • emotional/intuitive (red hat),

  • discernment (black hat),

  • positive (yellow hat),

  • creative (green hat), and

  • managing (blue hat) perspectives.

You can create your own structure sequence of these hats or use the one presented here. Either way, this model is a convenient mechanism for ‘switching gears’, so your process of decision-making will be based on the awareness of multiple aspects of the issue at hand. Extend your thinking space, and upgrade your call tracking service with a proper evaluation.

White Hat: CRM Integration Efficiency

Currently, businesses have a shared understanding of the importance of customer nurturing and building stronger relationships. How is it connected to call tracking integration? Your software collects critical data about customers, and your users need it to deliver outstanding and expected service. On the flip side, your clients employ a number of various tools to gather information, and they analyze all the records in their CRMs.

The following chart from the Econsultancy report (that is based on the answers of 613 respondents: companies or in-house marketers (55%) and supply-side respondents (45%)) shows the offsite sources the vendors use to enrich the customer profiles.


As call tracking service allows not only call recording but also keywords (search, social media), ads tracking (display advertising) your solution plays a vital role in data collection. Another chart shows the sources for data optimization and percentage of companies that employ them.


Along with the growth of big data, grow the efficiency of CRM platforms for businesses. So, the call tracking integration with 6 CRM market leaders will expand your potential audience in thousands of users. To be more precise, check out the amount of current clients:

  • Microsoft Dynamics CRM (only 7th version) - 40.000 customers

  • Salesforce - 3.750.000 organizations

  • SugarCRM - 1.500.000 organizations

  • Zoho - 4.000.000 registered users

  • Insightly - 800.000 users

  • Bitrix24 - 3.500.000 registered users

Even in the white hat of a simple observer, you see the estimations and can’t deny that the advancing your call tracking service with CRM integration delivers the rise in profits and clients numbers.

Red Hat: What Alternatives Do I Have?

This stage of presenting view without explanations will help to counter the gut or intuition feelings that are doubtfully rational, yet they often have a considerable impact on our decisions. So, the red hat brings in the skeptical perspective on the any changes, and call tracking integration is one of them.

The upgrade of the service with CRM connection will be a big money, time and effort spend. Additionally, you will have to plan the resources (both: budget and a team) to support this infrastructure system on the corresponding level. As an alternative, you can reject the rising client’s request and run your service without any complex or functional upgrades. But try to come up with your ending before you figure out the middle: businesses who look for the CRM integration with the call tracking tool won’t wait for your approvement, they just switch to the vendor who offers this feature.

Black Hat: My Call Tracking Service Needs No Upgrades

It’s time to take a look at the things though the black glasses. The most simple position is to say that your soft already offers the vital options of

  1. measuring paid search ROI of all leads,

  2. manage phone calls driven to sales reps,

  3. helping to improve customer service by tracking callbacks to specific campaigns and keywords,

  4. keeping reports of each advertising sources.

Indeed, these features facilitate to understand the marketing efficiency and ramp up the proven actions and channels. However, the picture won’t be complete without analysis within all data that company stacked up on its customers. Rather sooner than later, your users go to the vendor with updated toolkit that includes call tracking integration.

Another growing pain: what’s the point of the integration with a single CRM tool? It’s expensive, and there is no guarantee that your current users employ this very platform. To counter this objection, there is a web-based service, Data2CRM.API, that allows establishing interaction with multiple CRMs via building a single API integration.

So, take off your black hat and take a strategic look at the situation: the development of CRM integration complies with user’s needs what’s strengthen your relationships. Besides, it enables a sought-for option by the potential audience that requires a seamless call tracking service interaction with CRM.

Yellow Hat: Merits of Call Tracking Integration

Coming up to the point: CRM integration is a competitive feature for call tracking service; let’s think about the benefits it is going to provide you and your users. Without laying the extra emphasis, you as a vendor will

  • update your service functionality,

  • create an environment to data-focused, and goal-oriented workflows,

  • generate more leads and advance your customer development,

  • establish KPIs and revenue increase.

Yet, the CRM integration helps you to open new spectrum for the clients who lays specific plans on this feature. Apart from automating of the data movement between call tracking service and the CRM platforms, businesses get

  • a view of all leads in a single place along with duplicates elimination,

  • real-time customer profiles updates,

  • reports on the campaign performance, conversion, and lead sources,

  • customer feedbacks about the service/product quality as CRM cases,

  • financial records stored as the opportunities, and

  • improved ROI estimation.

As you worked through these assets, the call tracking integration provides a win-win situation where both sides: you and your users get the expected profits.

Green Hat: One API Integration to Interact with Multiple CRMs

After evaluation of optimizing and evaluating pros and cons, we get to the green hat, and it’s time to open the creativity box with quirky ideas and solutions. In the critics stage was mentioned Data2CRM.API. This API-based service enables one CRM integration to get the access to multiple platforms by supporting only one system.

The solution supports more than 70 API methods that enhance the data extraction and manipulation between the call tracking service and CRMs. If you are interested in technical details, you can check out the methods and code samples at the documentation.

In digital age data privacy and secure are important as never before. To ensure the guaranteed security, Data2CRM.API supports a 3 layer security: physical, network and application.

With the expense of the data available for manipulations, you can provide your users the following patterns:


Still, it doesn’t mean that these records can’t be transferred into other entities. In case, you want to get more ideas, contact our dedicated account manager and find out more interesting approaches.

Blue Hat: What Are the Takeaways?

The different perspectives on the call tracking integration show that this initiative brings more value to your business. And taking on the blue hat you can derive the next outcomes:

  • functionality upgrade will retain and attract new audiences,

  • a toolkit of features will be more competitive,

  • call tracking service can be connected to multiple CRMs with a one integration development,

  • estimation of KPIs and ROI are improved on both sides: vendor’s and user’s.

To cut it short, this 6 thinking hats approach helped you to collect different perspectives on the complex problem, as well as drove you to a reasoned and rational conclusion: CRM integration is worth your time and resources as it levels up your service and gains more customers.

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