In today’s business environment, improving performance and replicating successes come down to measurement. If you don’t measure your efforts, you won’t know which ones to slam the gas pedal on and which to sit out.

This clarity is essential in any industry. For a long time, there was a difficulty associated with gathering sophisticated performance data on phone-based organizations within companies. Simple activity metrics like the number of hours called, the number of contacts called, and such just do not provide enough information to help stakeholders get actionable insight.

Enter computer-telephony integration. This connection between your CRM software and phone system opens up a whole new horizon for data-driven decision-making in your team. In particular, the call logging feature brings a whole new level of clarity that you need if you want to take purposeful steps and not shots in the dark.

Aside from basic information like associating calls with the right lead/prospect/customer and the duration of the call, phone call loggers give teams key information like average length of calls, the average length of calls to closed deals or issue resolution, along with other important numbers that fit your analytics needs.

CRM call logging just makes your operations better across the board. Here are some reasons why it’s a must for any call center, sales team, and other call-handling personnel.

Improved team performance

With the call logging function of CRM-phone integrations, managers now have access to dashboards that are home to key performance indicators (KPIs). Depending on the nature of your reps, logged calls give leaders a way to make relationships between phone activities. Through dashboards, these relationships are presented in numbers that are objective and that allow leaders to track their plans and adjustments.

Among important metrics in sales organizations are meetings booked, opportunities created, hot demos passed, among others. Leaders can use this readily-available information to determine the fitting next steps on an individual and team level. This helps coaching efforts and even hiring.

Engaged teammates through gamification

Engaged team members are the mark of productive phone-based teams. Discipline and monetary motivation are great to keep professionals working, but other factors come into play when it comes to getting from good performance to great performance.

Having access to intricate performance numbers through call logging gives leaders a new approach in keeping reps engaged: gamification. The numbers help managers understand the behaviors of team members while encouraging friendly competition that keeps reps invested in the outcome while contributing to the team mission.

Better conversion and resolution rates

From the perspective of sales managers and high-level management, the benefits of call logging may be easy to understand. However, CRM call logging can come off as ‘Big Brotheresque’ for team members. With each morsel of performance logged and tracked, it’s easy to feel pressured.

The truth is, phone call loggers make reps’ work easier. From support to sales, knowing more information about leads, customers, and prospects makes the job easier. The more you know, the better the conversation is. Beyond that, knowing the results of your previous approaches and efforts give team members insight as to what to adjust on the micro-level of conversations. This way, testing out a new approach and self-troubleshooting are not done blindly.

CTI and its call logging functionality help phone-handling teams work smarter, harder, and get better results. If these are things you want in your call center, integrate your CRM with your phone immediately.