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CRM Integration

CRM integration allows you to pass your sales data back into our Infinity Portal. This provides the ability to attribute offline conversions to the marketing source or sources of the original phone call, or online enquiry that introduced the customer to your business. You can also enrich your CRM by passing back marketing data to your system.

Setting up Infinity CRM Integration, the basics.

CRM Integration is available to all of our Premium clients, if you are not on this package we will be happy to talk you through to process of upgrading. Please contact the Support Team for more details.

Below is a brief overview of how we will get your Infinity data to your CRM and in turn your Offline Coversion data back into your Infinity Portal so you can start to really see what is working for you. You can find fuller details on each step further down this article as well.

The Process

First things first...Your Call Tracking should be fully set up before starting the CRM Integration process, this is to ensure there are no gaps in the Infinity data we are enriching your CRM with. If you are unsure, please do ask your Account Manager to have a look through your Portal to confirm you are fully set up and ready to go ahead with the Integration process.

Your Infinity Account Manager will take you through the following steps to getting your Infinity Call and Web form data into your CRM system and your Offline Conversion data back into the Infinity Portal.

1 hour Scoping Call - This is to establish the top line details of your CRM, what data you are looking to send into Infinity and how your requirements fit alongside the Infinity integration methodology. If you are happy with the scope and once all the details are finalised and agreed you will have an hour’s technical support call separately, so that we can iron out the finer details before implementation (delivery of call ref/phone system capabilities/online form tracking needed/goal set up etc). Your Account Manager will have an in depth understanding of what you are trying to achieve by using the CRM integration feature and will advise you as to best practice.

1 hour Technical Call - Our Technical Specialists will be on hand to scope out requirements with you and your CRM expert and answer any questions you may have. Your Infinity Account Manager will also use this time to fully understand what you are looking to achieve with the CRM Integration

Bespoke Technical Follow up and Guide - Your Infinity Account Manager will provide you with a comprehensive guide of next steps tailored to your business as per your scoping conversation with our specialist, they will be on hand to answer any questions you may have about this guide throughout.

Call Reference pushing to your operators - Infinity will enable the Call Reference feature so your operators can use this to update your customer record with the Infinity Call reference.

Check the Web Forms are enriched with the Infinity Visitor ID - You will have had instructions in your set up guide on how to pass the Infinity visitor ID into your CRM as a hidden field in your online forms, just in case the visitor never calls, we don't want you to miss a thing!

Offline Conversion Goals mapped in Infinity - You will have confirmed any Offline conversion actions you want to see as Infinity goals on your scoping call, as per your technical guide you will need to confirm the exact trigger values you will be sending per CRM stage and Our Support Team will get these configured for you along with any De-duplication rules you have specified. These will start showing as soon as you start sending data.

End to End testing - Our Technical specialist and your Account Manager will help you with full end-to- end testing once the technical guide has been completed and you are sending us data to show in your Infinity Portal.

Audit of data and Sign off - Once we have completed testing with you, your Account Manager will run through some final numbers with you ready for sign off of your Integration Project!

Sending Infinity variables to your CRM for Offline Conversion Attribution

To be able to link your CRM with Infinity each customer record needs to store a Call Reference or Visitor ID, your CRM technician will be able to help you set up new CRM fields in which to accomodate these. When a customer calls you, a Call Reference is entered into the CRM in your new field. When an online enquiry is received, the Visitor ID is entered into the CRM in your new field. These can be manually or automatically populated depending on the in-house technology you have.
When an offline conversion happens whether at the time, or days or even week later, this data can then be sent into Infinity to be able to better optimise any of your marketing campaigns.

Online Enquiry tracking

Infinity Tracking will make the Visitor ID available to any form in the website a customer may fill to make an enquiry such as a 'Contact Us' form. This Visitor ID can be pulled in and added to the web form in a hidden field, this will allow you to send the Infinity visitor ID into your CRM along with the information the visitor filled into your web form. The Visitor ID will then be populated into the Client’s record in your CRM or other internal booking system. This can be done either manually or automatically depending on how the web form data is sent through.

We have a wealth of information on Retrieving Infinity JavaScript Variables such as the Visitor ID and Populating Inputs With Infinity Variables within the JavaScript Section of our Knowledge Base.

Call Reference tracking Infinity will pass through a Call Reference to the Operator. There are a couple of ways this can be done, from whispering the Call Reference or showing it on the Caller ID display on the phone.

You can read more on how we can make the Call Reference available to you in the Call Management Section. We suggest reading the Call Reference over Announce or Caller ID section.

You will need to set up 2 new fields in your CRM, one to accept the Infinity Visitor ID and one to accept the Call Reference.

Sending offline conversion data to Infinity

With each Client Record within your CRM now storing the Call Reference or Visitor ID when an offline conversion happens, this data can then be sent into Infinity to be able to better optimise any of your marketing campaigns. This can be sent in using our API, in real-time or batched hourly, daily, weekly etc. We also support the uploading of CSV files to an FTP area.

Decision on Import into Infinity

Once you have made your decision on delivery, here is our documentation on either sending in using our API or uploading of CSV files to an FTP:

The fields that you can send into us are listed below:

  • action name – identifies the type of interaction, e.g. “sale”.
  • title – a longer description of the action, e.g. what product was purchased.
  • date time – Must be in ISO 8601 format, e.g. “2011-12-15 12:02:34“ and in UTC time zone.
  • transaction reference – The transaction reference (e.g. sales order number), if any.
  • transaction amount – The amount of money taken in a transaction, if any.
  • transaction currency – The ISO 4217 currency code of the transaction, if any.
  • transaction margin – The margin or gross profit of the transaction, if any.

Visitor ID Mapping
With each record that has a Visitor ID the following process happens:

  • Infinity processes each record and maps the conversion to the visitor record by using the Visitor ID Reference in the conversion data that was sent through to Infinity.
  • Once the Visitor Record has been found, Infinity can then assign a marketing source to the conversion, along with optional transaction value and margin.
  • This means that the conversion values can then be reported against the marketing source that led to the sale.

Call Reference Mapping
With each record that has a Call Reference the following process happens:

  • Infinity processes each record and maps the Call Record to Visitor ID by using the Call Reference in the conversion data that was sent through to Infinity.
  • Once the Visitor Record has been found, Infinity can then assign a marketing source to the conversion, along with optional transaction value and margin.
  • This means that the conversion values can then be reported against the marketing source that led to the sale.

Questions and Answers.

Q.) In some instances a CRM is internally networked, and the systems are web-based, behind a firewall and cannot be accessed from outside their network, a call-back can be run to external services from the data warehouse. Could this be a problem?

A.) As long as the correct IP Addresses and Ports are excluded, this will be fine.

Q.) What happens if a call operator enters an incorrect Call Ref, can this be adjusted, will the operator be alerted that this has happened?

A.) If the Call Ref is invalid, the Infinity API will not return any results and would return an error when trying to send data back to Infinity. Perhaps a report in your CRM can be run each month to show all records that have a Call Ref field but no Marketing Data.

Q.) If caller ‘a’, calls in and then calls back later that day, will there be a different Call Ref?

A.) You can choose to update the record in your CRM but if it already has one it may be better to leave it so the original channel is logged.

Q.) If caller ‘a’ rings back from a different computer or telephone, the operator will add a field to the CRM to hold a single value and its contents, will this then be overwritten? Will this impact historic reporting, or is this not an issue due to the API upload?

A.) The Operator can choose to overwrite the Call Ref that is there to pull in the latest marketing data or leave it with the original data. The master record here is the contact in the CRM, so it depends on what you wants to see, first or last activity.

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  1. Getting Started
  2. Enhancing your Installation
  3. Frequently asked questions
  4. Call Management
  5. Number Management
  6. Infinity API