Integration of Amo CRM for the insurance company VUSO
Because of the growing popularity of the online sales, the workload for this department also has risen. The non-expediency of further manual application processes was vivid. The primary task was to quickly recognize the customer during the phone chat in real time, providing a client profile card with the entire history of interaction. As a result, all systems involved in the process of registration and sale of policies are integrated into the AmoCRM interface using Corezoid, and work as one mechanism.
Initially, the system Vuso used for their performance didn’t comply with all company activities, i.e. a system of requests/application. Personnel did everything manually. That process wasn’t so time-consuming. The main problem was to find needed information, everything was represented in different programmes and interfaces: applications from the website in the internal system, the leads – in Excel, the contracts – in the inner system CIS, and the system for performing calls with clients – Sunflower.
Globally, VUSO wanted to create “a golden profile” od the client: upload the only page and see the entire history of the communication “client-VUSO”. This idea was about to transform an existing insurance company into the digital one. Considering the highest marketing personalization for the company clients as a top-priority task.
Simplification of the Funnel and the Sale Status
We have reconsidered the sale process and simplified it up to 4 key stages. Together with the Head of Sales Department, we described the Sales Funnel for each product (motor third-party liability insurance, motor hull insurance, travel insurance, etc.). After into consideration all the products and services, we created the new funnel. Also, we changed and shortened the status of the merger list.
Connection of two inner systems to AmoCRM
AmoCRM is the system of calculation of insurance products; and system of insurance contracts generation. As you can see these are the leading corporate systems of any insurance company. Together with the IT department of VUSO, we elaborated the necessary fields in the merge, contact and organization files. Moreover, the possibility of API-integration with the system of tariff calculation and online application gathering was also discussed.
Integration with corporate Sunflower Telephony
We decided to integrate Sunflower Telephony through iframe: AmoCRM Interface uploads in a new tab in Sunflower Desktop Client. A manager doesn’t need to launch an additional application for the call.
Connection of online application channels to AmoCRM
Now in AmoCRM online applications are gathered from Facebook Leads, Website forms, Leads from the partners’ website forms (mostly, petrol stations), leads forms RingoStat widget, email leads (when clients contact VUSO directly via email), and leads from JivoSite Chat.
Thanks to Corezoid we economised the process of the integration of all lead channels into AmoCRM. If we had decided to develop this integration using PHP, it would have cost too much providing a weak guaranty of safe performance in comparison with Corezoid.
As a result, we combined such services:
- the internal system of receiving and processing applications for the policy purchase from the VUSO website;
- the corporate information system (CIS);
- Sunflower IP Telephony;
- VUSO web site as a channel of direct applications;
- emails and Social Media corporate profiles
General chart of the integration:
An example of the scenario from the entire integration scheme – the processing of the online application from the website
Key considerations for the integration with telephony
At the very beginning, we decided to integrate in such way: we built an Amo interface into the Sunflower desktop interface using the iframe. It was easy to integrate telephony without developing any widget in Amo. But before the launching, we met some difficulties in data transferring from telephony to Amo. Additional actions were taken from both sides Sunflower and Amo: the designing and developing of the widget of call receiving in AmoCRM compatible with API of the telephony provider.
What do our developers think about the most complicated debugging and updating processes which arose because of the limited telephony system:
VUSO had a load balancer, presented in the form of a site with a table, where the duty manager was assigned by days and hours for a week. But it wasn’t enough for the normal functioning of the call centre. The necessity to establish and modernise it raised. We have transferred VUSO existing database to the JSON format and added to the time frames the distribution by the activity-specific (short forms, telephony, products). As a result, it became possible to track who was currently responsible for a particular issue and automatically sent a request for it. So the certain specialists will receive the request filtered by the areas of activity.
When we started working on the client’s profile card and added new fields to it, the main our task was to align the process that way the manager could see the relevant card profile of the calling client. I will explain how it works: when a call comes in, Corezoid checks if there is a client in CRM if not, it creates a new contact and returns its identifier. It takes a lot of time and such periods can vary a little.
To solve this problem, we created a script. We depicted the main principles of the activity in the picture:
As a result, when the client calls to the Company, the script notifies AmoCRM of the call. Even before answering the call, the operator sees in AmoCRM a pop-up message with the name of the customer who is calling. Clicking on this notification, you can view detailed information about the caller.
In this project, we had three levels of testing. Thus, raw, unchecked automation was not immediately applied to customers without littering the managers until all bugs were eliminated.
The introduction of a fully-featured CRM system into the IT landscape of the Company is a part of the IT strategy, on the one hand, and the implementation of the primary system component for creating the best client experience is about the Company’s business strategy.
All the functionality of CRM VUSO was distributed across different systems; there was no single policy and a unite standard of management. This project has become an essential part of the program for centralisation and standardisation of the company’s business processes. In the end, it served as the creation of the “client’s golden profile” and the alignment of the business process so that the client was identified and took centre stage; communication was documented and understood by everyone who interacts with the client.
In general, our expectations from the CRM-technology implementation were justified. Mainly since changes in methodology and sales processes took places simultaneously. Furthermore, the culture of using IT solutions has become a tool, not a treatment.”
This solution can be developed and scaled up; it is a further step into the business digitalising. The goal is to bring interaction with customers to a new level, simplify business processes as much as possible, improve the quality and effectiveness of the entire structure of sales and contact centres in particular.
The most crucial point of the CRM integration was to implement e2e analytics for the clear vision of our explicit costs and incomes, where we will earn and where lose.