CRM integration for phone systems explained
What a CRM integration does
A good integration ties your phone system and your CRM together so reps do not have to switch screens or type notes by hand.
- Click-to-call. Press a number in the CRM to start the call.
- Screen pop. When a customer rings, their record opens with the history.
- Automatic logging. Each call is saved to the contact with its duration, outcome and recording link.
- Syncing and triggers. Contacts, owners and statuses stay in step, and a call outcome can trigger follow-up tasks.
Native or connector
- Native (CTI). A built-in integration that runs inside the CRM. Best for heavy calling, because the dialer and the records are in one place.
- Connector tools such as Zapier or webhooks. Flexible and cheap, but they usually pass data between systems after the fact rather than embedding the phone in the CRM.
What to check
- Which CRM, and which plan. In the apps we compare, integrations are often tiered by plan. Some give you a few connectors on the entry plan and the major CRMs only higher up, so check that your CRM is on your plan.
- Two-way sync. Does it only write call logs, or also read your contacts and lists?
- What gets logged. Calls, voicemails, texts and recordings.
- Duplicates and unknown callers. How the integration matches a number to a contact.
- Dialing from CRM lists. Whether a power dialer can work through a CRM list directly.
Which apps list crm integration
From each provider's own pricing page. “Check” means the page doesn't say, or we haven't verified that app yet.
| App | Status | What the provider says |
|---|---|---|
| CallHippo | Some plans | Zapier, Slack and webhooks on Starter; HubSpot, Salesforce, Pipedrive and Zoho from Professional. |
| CloudTalk | Some plans | 95+ integrations. Lite and Starter need an upgrade; Essential and Expert include them. |
| JustCall | Included | 100+ integrations on every main plan; Salesforce CTI from Pro. |
| KrispCall | Check | Not verified yet. |
| PhoneBurner | Included | 100+ integrations on every plan; open API from Professional. |
| Quo | Some plans | HubSpot and Salesforce listed from Business. |
| Readymode | Some plans | Unlimited integrations on iQ; none on Starter. |
FAQ
What is a CTI integration?
Computer telephony integration links the phone system and the CRM, so you can call from the CRM, see the caller's record when they ring, and have calls logged automatically.
Is a Zapier integration as good as a native one?
It is more flexible but usually shallower. It moves data after events instead of building a dialer into the CRM. For heavy calling a native integration is usually smoother; for simple logging, Zapier may be enough.