CRM Integrations Comparison

Although most vendors have out-of-the-box CRM integrations, they are not all created equal. Salesforce, for example, provides a number of different ways to partner and integrate with their CRM. As part of a cloud contact center vendor evaluation process, companies should determine their specific integration needs and assess vendors on how well they address these needs.

Bright Pattern consultants obtained information on CRM integration from major cloud contact center providers: inContact, Five9, and Genesys’s Interactive Intelligence.

What Can Expect from Cloud CRM Integrations These Days?

  1. The integrations must be built-in and supported – both services upgrade regularly and the integration must keep up
  2. Multichannel conversation support – having different or no CRM integrations for some media channels is confusing and inconsistent
  3. Predictable license costs and implementation time
  4. Integrated agent user interface – the products must help each other to increase agent productivity
  5. Data synchronization and single sign-on

See below how these facets are addressed by major cloud contact center players.

Out-of-the-box channel support

inContact Five9 Genesys
Interactive Intelligence
Bright Pattern
Salesforce multi-channel voice only voice multi-channel
Oracle RightNow voice only voice only - voice only
Zendesk voice only voice only - multi-channel
Microsoft Dynamics voice only voice only - multi-channel
APIs for Others voice only voice only - multi-channel

Multichannel Functionality within CRM Integration

Over the last 10 years, cloud contact center vendors have adopted a multi-channel strategy and innovated their platforms in order to provide all the channels used by end consumers. As contact centers use more channels it has become necessary to integrate all channels seamlessly with their CRM in order to measure KPIs, track the customer journey, and report on all customer interactions. Figure 3 shows the channels in which the vendors evaluated integrate with different CRMs.

inContact Five9 Genesys
Interactive Intelligence
Bright Pattern
Do all of your channels work with your CRM Integration?
Salesforce voice & chat voice only voice voice & chat
Oracle RightNow voice only voice only - voice only
Zendesk voice only voice only - voice & chat
Microsoft Dynamics voice only voice only - voice & chat
Which of the following channels do you integrate with CRM applications?
Voice Y Y Y Y
Chat Y - - Y
Email Y - - Y
SMS - - - Y
Video - - - Y
Messengers - - - Y
In-Application - - - Y
Can you handle messengers using chat in CRM?
Facebook Messenger - - - Y
WeChat - - - Y
Line - - - Y
WhatsApp - - - -

Configuration and Reporting

When dealing with multiple SaaS solutions, you want the process to be as seamless as possible. Contact center managers and supervisors need the ability to access all information in a single system for operational and reporting best practices. In order for this to happen the integrations need to be configured so that if information is updated in one system, it is automatically propagated to the other system. It is also necessary for the contact center to be able to access reporting in a single system instead of having to pull information and reports from separate solutions. Figure 4 shows the configuration and reporting of these vendors.

inContact Five9 Genesys
Interactive Intelligence
Bright Pattern
Can I sync CRM DB with CRM?
Salesforce Y Y - Y
Oracle RightNow - - - -
Zendesk - - - -
Microsoft Dynamics - - - -
Do you provide single sign on?
Salesforce Y Y Y Y
Oracle RightNow Y Y - Y
Zendesk Y Y - Y
Microsoft Dynamics Y Y - Y

Pricing and Deployment

inContact Five9 Genesys
Interactive Intelligence
Bright Pattern
Cost of Integration
Salesforce $10/month $10/month $10/month $10/month
Oracle RightNow $10/month $10/month - $10/month
Zendesk $10/month $10/month - $10/month
Microsoft Dynamics $10/month $10/month - $10/month
How long does it take to set up? Typical deployment time?
Salesforce 2 weeks 2 weeks 4 weeks 2 weeks
Oracle RightNow 4-6 weeks 4-6 weeks - 4-6 weeks
Zendesk 2 weeks 2 weeks - 2 weeks
Microsoft Dynamics 4-6 weeks 4-6 weeks - 4-6 weeks

Ease of Use and Agent User Interface

Out-of-the-box CRM integrations are created with agent ease of use in mind. To increase agent productivity and customer satisfaction these integrations work to provide pertinent customer information to the agent when handling an interaction. Figure 2 shows a number of criteria implemented to create an easier agent experience including CRM screen pops, click to dial and automatic propagation of new information.

inContact Five9 Genesys
Interactive Intelligence
Bright Pattern
Is the agent user interface integrated into the CRM for easier workflow?
Salesforce multi-channel voice only voice multi-channel
Oracle RightNow voice only voice only - voice only
Zendesk voice only voice only - multi-channel
Microsoft Dynamics voice only voice only - multi-channel
Identification, business (data-based) routing, and self-service through CRM (Accessing CRM data from IVR)
Salesforce Y Y Y Y
Oracle RightNow Y Y - Y
Zendesk Y Y - Y
Microsoft Dynamics Y Y - Y
Screen pop of CRM objects: case, contact, accounts, as identified by IVR or chat
Salesforce IVR IVR IVR IVR & Chat & SMS
Oracle RightNow IVR IVR IVR
Zendesk IVR IVR IVR & Chat & SMS
Microsoft Dynamics IVR IVR IVR & Chat & SMS
Support Multiple Screen Pops?
Salesforce - Y - Y
Oracle RightNow - Y - Y
Zendesk - Y - Y
Microsoft Dynamics - Y - Y
Click to dial from CRM with ability to trace it and keep a detailed history of the attempt
Salesforce Y Y Y Y
Oracle RightNow - - - Y
Zendesk - - - Y
Microsoft Dynamics - - - Y
Ability to transfer a call with case on screen, both blind and consult transfers
Salesforce - Y Y Y
Oracle RightNow - Y - Y
Zendesk - - - Y
Microsoft Dynamics - - - Y
Using CRM lists for outbound dialing and propagating results back
Salesforce Y Y - Y
Oracle RightNow - - - -
Zendesk - - - -
Microsoft Dynamics - - - -
Business reports containing both call and case activity (e.g. "35 calls per month for support cases")
Salesforce Y Y - Y
Oracle RightNow - - - -
Zendesk - - - -
Microsoft Dynamics - - - -
CRM Integrations Comparison was last modified: by