How Organizations Can Benefit From a CRM and MS Teams Integration


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Team collaboration is a key ingredient in enriching customer delight. If your sales, marketing and customer service teams are not aligned with your business process, it becomes difficult to provide a superior customer experience throughout the customer cycle. An enhanced collaboration can stimulate ideas, strengthen teamwork, improve problem-solving experience, and much more. Deloitte’s study on Digital Collaboration states that collaborative tools provide employees the ability to work remotely or from home.

And, one such tool that has transitioned the outlook of the workplace during the pandemic is Microsoft Teams (MS Teams) application. MS Teams is an ultimate solution for teams to work and collaborate remotely with less distractions. However, integrating MS Teams with a CRM can do great wonders. By having volumes of data stored in the CRM, you can streamline your work process and perform a whole lot of actions.

Benefits of integrating MS Teams with a CRM

A robust CRM automates business processes that aid you in attaining customer acquisition and customer loyalty very easily. With all your customer data collated in a single place, you can monitor deal health, track customer behavior, generate reports, etc. The possibilities of a modern CRM are endless making it a go-to resource for all businesses to record 360- degree customer information and manage business relationships effectively.

And, MS teams being a software that facilitates communication and collaboration, seamless integration with a CRM can provide a great advantage for businesses of all sizes. Let’s understand the integration process more deeply in the below section:

Initiate a single data system

The MS teams and CRM integration eliminates the usage of multiple screens to gather information about customers. This primarily benefits sales, marketing and customer support teams to quickly retrieve customer information and discuss it with other team members. For example, if a sales rep wants to discuss about a customer with a marketing rep, he can access the information directly from MS Teams and hold a meeting using the Teams application.

It also enables you to share meeting links from the CRM with your team members or your customers for a product demo presentation, webinar, conference, etc. All this uplifts the quality of conversation and drives better team collaboration.

Increase in collaboration leads to increase in conversion

Effective collaboration between customer-facing teams leads to better productivity. For instance, a customer is facing an issue with a product for a very long time. If the issue is not addressed properly, there is a high chance of losing the customer even before you know it.

But, with an MS teams integration in a CRM, sales reps can instantly inform the support team about the issue through Teams chat. From the data available in the CRM, support team can understand the customer history and take necessary steps to quickly resolve the query. This way you can make your customers satisfied and provide a unique customer experience which will help you in closing more leads and aim for better conversions.

Integrate CRM features into your MS Teams channel

You can build customized dashboards in Teams which assists higher-ups in tracking team performance, analyzing call quality, etc. For marketing, managers can identify customer segments, or forecast marketing trends. On the other hand, sales managers can monitor sales pipeline, understand gaps in sales process, and recommend coaching to enhance their pitch, etc. AI integration in CRMs also enables reps to track sales conversations between reps and customers. All this is possible directly from MS Teams channels if you sync it with a CRM software.

Improve cross-channel communication

Mostly, modern CRMs can be connected with various social media channels like Facebook, Linkedin, Whatsapp, etc. By integrating MS Teams, sales or support teams can track customer conversations from various platforms and initiate collaboration accordingly. For instance, reps can understand customer behavior from different social channels and curate a pitch before sending Teams meeting link for a product demo.

Utilize the power of chatbots with MS Teams in CRM

If you think collaboration can only happen through audio or video conversation, then you are absolutely wrong. You can stimulate conversations through text-based chats as well. Using a chatbot, you can store preloaded messages and provide immediate solutions through live chats. This would improve team efficiency and enable you to focus on high-priority tasks. You can also share important data across the team through the live chats option.

Alert teams with instant notifications

Provide real-time alerts to your customers or team members about a meeting or a conference that is about to take place. With instant alerts, users can stay up to date about all the meetings prior to the scheduled date and time. In this way, you will never miss important meetings and can prepare the topics for discussion with a proper plan and strategy.


Sales and growth can only go hand in hand if there is transparency among the team members in an organization. If communication is seamless within and across the teams, you can scale your business to a sky-high level with improved customer satisfaction and better conversion rates without a shadow of doubt.

Megha Adityan
I work as a content writer at Vtiger CRM, an organization that provides a platform for businesses to perform various activities and strengthen customer relationships with the help of a CRM application. I write blogs on various ways organizations can leverage CRM and boost sales, marketing and customer support activities.


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