Telephony - An Overview

Telephony - An Overview

Overview

Telephony integration in Meritto CRM provides institutions with a seamless connection between their CRM and telephony service providers. While all calls are executed and routed by the telephony service provider, Meritto ensures that every interaction is efficiently tracked, properly logged, and aligned with counselor assignments.

This integration eliminates manual dialing and reduces the need for agents to switch between multiple systems, resulting in:
  1. Reduces Manual Effort: Counselors can call leads with a single click from Meritto CRM, avoiding the hassle of manually dialing numbers.
  2. Masked Calling for Privacy: Numbers remain hidden, ensuring data security while allowing smooth communication.
  3. Real-Time Logging and Tracking: All call interactions are automatically logged under the respective lead profile.
  4. Centralized Productivity Dashboard: Dashboards help you to track all agent productivity in one place.
  5. Seamless Multi-Vendor Support: Institutions can integrate multiple telephony providers and distribute calls efficiently.
All interactions between Meritto CRM and the telephony service provider happen via APIs, allowing real-time exchange of information, automatic call logging, and counselor notifications.

Types of Telephony integration supported in Meritto CRM

  1. Hardphone-Based Calling: Calls are placed or received via physical devices (mobile phones, desk phones).
  2. Softphone-Based Calling: Calls are handled directly from Meritto CRM using Voice over Internet Protocol (VoIP). No physical device is required; calls can be placed via a browser or web-based dialer. Meritto offers two types of softphone-based calling:
    1. WebRTC (Web Real-Time Communication): The dialer is embedded directly within the Meritto CRM window, allowing counselors to handle all calls within the same tab without switching interfaces.
    2. Browser-Based Softphone: The dialer opens in a separate pop-up window, enabling counselors to manage calls in one tab while keeping Meritto CRM open in another tab for seamless multitasking.

Types of Calls Handled in Meritto CRM

  1. Inbound Calls: Calls initiated by the leads that need to be routed to counselors.
  2. Outbound Calls: Calls initiated by the counselors to interact with students or address inquiries.
  3. Campaign Calls: Automated outbound calling to a targeted list of leads.

Inbound Call Handling in Meritto CRM

Pre requisite: When a lead calls the institution’s number, the process follows a structured flow:
  1. Student dials the institution’s number → The call is forwarded to a Direct Inward Dialing (DID) number managed by the telephony service provider.
  2. Call enters the telephony system → The service provider retrieves the caller’s number.
  3. There can be following logics of routing the call to the counselors
    1. Skill Based Counselor Routing: The counsellor can be assigned based on the language proficiency (e.g., English-speaking leads routed to English-speaking counselors), Specialized knowledge (e.g., undergraduate admissions routed to counselors specializing in that domain) or Geographic location (e.g., calls from a particular region assigned to local counselors). In such cases the counselor mapping occurs at the telephony service providers’ end.
    2. Assigned  Counselor Routing: If a lead has an assigned counselor, all inbound calls from that lead are routed to the same counselor whenever possible. The telephony service provider retrieves the counselor details by consuming Meritto’s ‘Get Counselor/Call Routing API’.
      1. If no counselor is assigned (new lead or unassigned case), the system follows a fallback logic to redirect the call to another available counselor.
    3. Sticky Counselor Routing: Calls are routed to the last counselor who interacted with the lead, ensuring continuity in communication. If the same lead calls again, the system prioritizes connecting them to the last counselor who interacted with the lead.
  4. Based on the chosen routing mechanism, the call is directed to the appropriate counselor through the telephony service provider.
  5. To ensure real-time counselor notifications, the telephony service provider consumes Meritto’s Call Pop-Up/Call Notification API while routing the call, triggering a pop-up on the counselor’s screen on Meritto portal with the lead details, enabling them to respond promptly and effectively.
  6. There can be following 3 scenarios:
    1. Call is answered, and interaction details are logged: If the call is connected, it is automatically recorded in Meritto.
    2. The mapped counselor did not pick the call:
      1. Call Re-routed to another available counselor:  If the call is connected, it is automatically recorded in Meritto.
      2. Call is logged as a missed call: If missed, the call is logged under the Missed Calls Notification Center. Notifications persist until the lead’s profile is accessed, ensuring follow-ups. If a call was routed to multiple counselors and one counselor accesses the lead profile, the missed call notification is removed for all.
    3. The lead disconnects the call: The call is missed and logged under the Missed Calls Notification Center. Notifications persist until the lead’s profile is accessed, ensuring follow-ups. If a call was routed to multiple counselors and one counselor accesses the lead profile, the missed call notification is removed for all.
  7. The call log details are sent by the telephony service provider to Meritto by consuming Meritto’s Call Log API which contains vital information like start time, end time of the calls, call duration, call recording etc.

Outbound Call Handling in Meritto CRM

Counselors can initiate outbound calls directly from the CRM through Click-to-Call functionality, eliminating manual dialing and reducing system switching. All call interactions, including call status, duration, and recordings, are automatically logged under the respective lead profile for streamlined tracking and reporting. When a counselor initiates an outbound call, the process follows a structured flow:
  1. The counselor clicks the Call button from the lead’s profile or application page in Meritto CRM.
  2. An API request (from Meritto’s Click to Call API) is sent to the telephony service provider, instructing them to dial the lead’s number. Counselors can initiate calls without manually dialing numbers, improving efficiency.
  3. The telephony provider establishes the connection, dialing the lead’s number and connecting it to the counselor.
  4. There can be three scenarios:
    1. Call is answered, and interaction details are logged: If the call is connected, it is automatically recorded in Meritto.
    2. The lead disconnected/missed picking the call: If the lead does not respond, the call is logged as outbound missed call.
    3. Agent disconnected/missed the call: Call is logged as a missed call: If missed, the call is logged under the Missed Calls Notification Center. Notifications persist until the lead’s profile is accessed, ensuring follow-ups. If a call was routed to multiple counselors and one counselor accesses the lead profile, the missed call notification is removed for all.
  5. Once the call ends, the call log details are sent by the telephony service provider to Meritto by consuming Meritto’s Call Log API which contains vital information like start time, end time of the calls, call duration, call recording etc.
  6. Meritto logs call details automatically, ensuring proper tracking for reporting and counselor productivity analysis.

Campaign Call Handling in Meritto CRM

Meritto CRM streamlines campaign-based outbound calling by integrating with telephony service providers, enabling institutions to conduct automated, large-scale calling campaigns efficiently. This functionality allows you to reach a targeted list of leads, ensuring structured and timely follow-ups.

When a campaign call is initiated, the process follows a structured flow:
  1. A campaign list is created at the telephony service provider’s end and respective agents are assigned in the list.
  2. Required filters are applied on Meritto’s end to filter out leads which are to be pushed for campaign calling. The list of leads is sent to the telephony service provider by consuming their Push to Campaign Call APIs  for automated dialing.
  3. The telephony provider dials the leads and connects them to available counselors.
  4.  As soon as a call is connected, with the help of Meritto’s Call Pop-Up/Call Notification API, a Campaign Call Notification pop-up appears on Meritto CRM for the connected counselor.
  5. Once the call ends, the telephony provider sends call logs back to Meritto by consuming Meritto’s Call Log API which contains vital information like start time, end time of the calls, call duration, call recording etc.
  6. Meritto automatically logs call details under each lead’s profile for tracking and reporting.

Missed and Pending Calls in Meritto CRM

Meritto CRM ensures no lead interactions are overlooked by maintaining Missed Calls and Pending Calls notification centers. These help counselors track unanswered calls and follow up effectively.
  1. Missed Calls Notification: Missed calls are recorded when an inbound, outbound, or campaign call goes unanswered. The telephony service provider sends a missed call update to Meritto CRM, which logs it in the Missed Calls Notification Center. There can be following Missed Call Scenarios:
    1. Inbound Missed Calls: Logged when a counselor does not answer a lead’s call. If multiple counselors receive the call, the notification clears when any one of them accesses the lead profile.
    2. Outbound Missed Calls: Occurs when a counselor initiates a call but the lead does not answer. Logged for follow-ups.
    3. Campaign Missed Calls: If a lead does not answer an automated campaign call, it is logged under Missed Calls → Campaign Calls.
  2. Pending Calls Notification: Pending calls occur when a counselor does not access the lead’s profile during an answered call. These ensure lead details are reviewed and updated post-call. There can be following Pending Call Scenarios: 
  3. Inbound Pending Calls: If a connected inbound call ends without the counselor opening the lead profile, it is marked as pending.
  4. Campaign Pending Calls: If a campaign call is connected but the counselor does not visit the lead profile, it remains pending.
All call tracking is updated via API communication between Meritto CRM and the telephony service provider. By systematically tracking missed and pending calls, Meritto CRM ensures timely follow-ups and improved lead engagement.

    • Related Articles

    • Telephony Integration APIs - Overview

      Overview Meritto CRM integrates with telephony service providers to facilitate seamless inbound, outbound, and campaign-based calling. While all calls are executed by the telephony service provider, Meritto ensures efficient call routing, real-time ...

    • Overview - App Telephony

      Overview What is App Telephony? App Telephony is a calling feature in Meritto that lets users place calls through the Meritto Android app. You can either initiate the call directly from the app or trigger it from the web interface. When initiated ...

    • Telephony: Glossary

      Overview This article provides definitions of key terms and concepts used in Meritto’s Telephony module. Key Terms and Definitions General Telephony Terms Lead – A student or prospect whose details are recorded in the Lead Manager. ...

    • Telephony Multi-Vendor

      Overview The Multi-Vendor Telephony Integration feature in Meritto CRM enables institutions to configure and use multiple telephony telephony service providers for different call flows (Inbound, Outbound, and Campaign calls). This allows businesses ...

    • Campaign Management – An Overview

      Overview Meritto’s Campaign Management System is designed to track, analyze, and manage marketing campaigns across various channels, including digital ads, social media, offline events, and telephony. It provides real-time insights into campaign ...