CRM Edition: Microsoft Dynamics 365
Industry: Customer Support Operations
About the Client
The client, operating a large customer support organization, relied on an outdated outbound-only telephony system that limited service quality and operational efficiency. They needed a modern voice solution capable of handling inbound calls, intelligent routing, and deep CRM integration.
RT Dynamic implemented a RingCentral–Microsoft Dynamics 365 integration, supported by custom Azure middleware, to deliver a scalable and workflow-driven telephony platform aligned with the client’s agent structure and internal processes.
Challenge
The client faced multiple technical and operational barriers in modernizing their call infrastructure:
- Real-Time Call Notifications: Establishing reliable webhooks between RingCentral and Dynamics 365.
- Call Direction Detection: Accurately identifying inbound vs. outbound calls for correct CRM logging.
- Record Ownership Matching: Mapping callers to existing CRM records and assigned agents.
- Agent Availability Synchronization: Aligning RingCentral presence status with CRM routing logic.
- User Mapping Complexity: Matching agents across both systems using secure, unique identifiers.
These challenges prevented consistent call tracking, slowed response times, and reduced visibility into customer interactions.
Solution
RT Dynamic engineered a fully embedded telephony experience inside Dynamics 365, powered by RingCentral and advanced middleware logic.
Key Deliverables:
- Native RingCentral Integration: Two-way calling directly within Dynamics 365 CRM.
- IVR & Intelligent Routing: Calls routed dynamically based on CRM ownership, agent groups, and availability.
- Call Recording & Auto-Logging: Automatic attachment of call recordings and notes to CRM timelines.
- Entity Matching Engine: Displayed matching contacts, accounts, and opportunities for shared phone numbers.
- Custom Opportunity Tracking: Logged calls against Opportunities using tailored development.
- Azure Middleware Layer: Controlled webhook processing, routing rules, and event handling via Azure APIs.
This architecture delivered a robust, intelligent voice system tightly coupled with CRM data.
Impact
- 94% improvement in call logging accuracy
- 80% reduction in missed calls through intelligent routing
- 70% faster agent response times with in-CRM calling
- Complete visibility into call ownership, outcomes, and history via CRM timelines
Results
With RT Dynamic’s solution, the client achieved:
- A modern inbound & outbound telephony platform
- Real-time CRM-linked call tracking and analytics
- Faster issue resolution with contextual caller insights
- Increased customer satisfaction and agent productivity
- Scalable infrastructure ready for future growth
Their customer support operations are now powered by a fully integrated, data-driven voice system that enhances both service quality and internal performance.
Upgrade your CRM with intelligent telephony.
Integrate RingCentral with Microsoft Dynamics 365 to automate call tracking, improve routing, and empower your support teams with real-time insights.
