Manual request copying takes 30% of managers' time. We explain how to make requests go to CRM automatically.
Typical day of manager Oksana:
9:00 — Opens site admin, checks new requests
9:15 — Copies requests to Excel (that's where accounting is)
9:45 — Opens email, 3 new requests from form
10:00 — Copies them to Excel too
10:15 — Calls clients
11:00 — Records call results in Excel
11:30 — Creates invoices in 1C
12:00 — Sends invoices to clients via email
Out of 3 hours of work:
- 1.5 hours — real work (calls, communication)
- 1.5 hours — copying data between systems
50% time on routine. What if we automate this?
After Integration:
9:00 — Opens CRM
9:05 — Sees all new requests (from site, email, Instagram)
9:10 — Calls clients
10:30 — Creates invoice right in CRM, clicks "Send" — client receives email
Routine: 10 minutes. Client work: 1 hour 20 minutes.
What Integration Is
It's when systems "talk" to each other automatically. Without your involvement.
Example:
- Client leaves request on site
- Request automatically goes to CRM
- CRM automatically creates client card
- Manager gets Telegram notification: "New request from Ivan Ivanchenko, tel: +380..."
- Manager opens CRM, calls
No copying. Everything automatic.
Real Case: Real Estate Agency
Before:
Requests came from:
- Site (contact form)
- Facebook Messenger
- Telegram
- Mobile calls
Managers manually recorded everything in Google Sheet. Took 2-3 hours/day for team of 5.
Lost requests constantly:
- Forgot to copy from Email
- Didn't see Messenger message
- Recorded in sheet, but forgot to assign responsible person
Conversion: 18%.
After:
Made integrations:
- Site → CRM (via webhook)
- Email → CRM (via Zapier)
- Facebook Messenger → CRM (via API)
- Telegram → CRM (bot)
- Calls → CRM (IP telephony)
All requests automatically in CRM. Automatically assigned responsible person (in turn among managers).
Routine time: 20 minutes/day.
Conversion: 28% (was 18%).
Why did conversion grow? Because they don't lose requests. Each processed on time.
Popular Integrations
1. Site → CRM
Client fills form on site → data automatically in CRM.
Technically:
- Via webhook (site sends data to CRM URL)
- Via API (CRM "fetches" data from site)
- Via Zapier/Make (if no API)
2. Messengers → CRM
Client wrote in Telegram/Viber/Messenger → request created in CRM.
Done via:
- Chatbot (put on site, it collects requests)
- Integration via messenger API
Complex Integration: Marketplace
Our client — marketplace with multiple suppliers.
Task:
- Suppliers update prices/stock in their systems
- Data automatically transferred to site
- Customer orders product
- Order automatically goes to supplier
- Supplier ships → updates status → customer sees tracking number
Used to be all manual. Operators called suppliers, checked availability, then manually processed order.
Took 50% work time of team of 8.
Made automation:
- API for suppliers (they automatically update data)
- Automatic order transfer
- Automatic customer notifications
Operators now only needed for problem situations (product unavailable, customer wants to change order). Reduced team from 8 to 3.
Savings: $3000/month on salaries. Integration cost $5000. Payback: 1.5 months.
Conclusion
50% of managers' time goes to copying data between systems. That's crazy.
Integrations allow:
- Save 10-20 hours/week per team
- Not lose requests
- React faster to clients
- See full picture (all data in one place)
Oksana (manager from start of article) now processes twice as many requests in same time. Because she doesn't copy data, but works with clients.
Want to automate? Write — we'll look at what systems you have, suggest solution.