{"id":38773,"date":"2017-04-05T00:00:00","date_gmt":"2017-04-05T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/to-your-crm-and-beyond-why-you-should-be-enriching-your-applications-with-customer-communications\/"},"modified":"2025-07-16T01:14:20","modified_gmt":"2025-07-16T08:14:20","slug":"to-your-crm-and-beyond-why-you-should-be-enriching-your-applications-with-customer-communications","status":"publish","type":"post","link":"\/us\/en\/blog\/to-your-crm-and-beyond-why-you-should-be-enriching-your-applications-with-customer-communications\/","title":{"rendered":"To Your CRM and Beyond! Why You Should Be Enriching Your Applications With Customer Communications."},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter size-large wp-image-21278\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/KID-8401-Glip-Campaign_Workato-Blog-image_r1.png\" alt=\"\" width=\"640\" height=\"366\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The customer is the heart of every business, making tools which enable efficient, and effective, communication with them paramount for success. Here at RingCentral we are thrilled to be working with Workato to witness how our <a href=\"https:\/\/www.ringcentral.com\/technology\/integrations-apis.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">open APIs<\/a> will improve the customer outcomes for customers of our own. \u00a0<\/span><\/p>\n<p>All employees at a company have a phone on their physical desk, but not all employees use the same software on their computer desktops. A single customer interaction via <a href=\"https:\/\/www.ringcentral.com\/office\/features\/rc-conferencing\/overview.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">voice<\/a>, <a href=\"https:\/\/www.ringcentral.com\/office\/features\/business-sms\/overview.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">text<\/a>, or <a href=\"https:\/\/www.ringcentral.com\/teams\/overview.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">chat<\/a>, is data that could bring rich perspectives within each of those varied applications. <a href=\"https:\/\/www.ringcentral.com\/technology\/integrations-apis.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">Direct integrations<\/a> between communications providers and CRM quickly became the norm, but the data stopped there. By working with Workato, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-interactions\/\">customer interactions<\/a> move beyond the CRM. Reflecting on how greatly sales performance increased from just direct CRM integrations, imagine the overall corporate performance improvements when customer interactions are populated within the tools of all business units!<\/p>\n<p>It is also important to be able to display the multiple ways a customer may choose to communicate with your company within a single application. If your customer\u2019s preferred communication channel is <a href=\"https:\/\/www.ringcentral.com\/office\/features\/business-sms\/overview.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">SMS<\/a>, but your sales team is only equipped with the ability to call, sales opportunities are being unknowingly missed by not being able to communicate with them in the methods they desire. Since <a href=\"https:\/\/www.ringcentral.com\/office\/unified-communications.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral is a Unified Communications-as-a-Service (UCaaS) provider<\/a>, we\u2019ve built APIs for each of the ways your customer could choose to interact with you. Their availability in Workato makes all customer communications available across all your applications.<\/p>\n<p><span style=\"font-weight: 400;\">Communication tools are used by all, but in highly varied ways. Even though the entire enterprise uses RingCentral and Workato, users will achieve greater productivity because the systems working together facilitate unique workflows each employee desires on an individual basis. Our customers are empowered more than ever as RingCentral\u2019s <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/plansandpricing.html?bmid=WORKATO2017&amp;cid=isv?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">all-inclusive pricing <\/span><\/a><span style=\"font-weight: 400;\">model makes our rich <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/phone-system-features.html?bmid=WORKATO2017&amp;cid=isv?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">feature-set<\/span><\/a><span style=\"font-weight: 400;\"> is available to every user, and now paired with Workato, they don\u2019t have to rely on a developer to build their customized workflows.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Open platforms, not proprietary software systems, are the technologies enabling the greatest successes. RingCentral\u2019s decision over two years ago to open our <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.ringcentral.com\/office\/developer-platform.html?BMID=BLOGNEW\" target=\"_blank\" rel=\"noopener noreferrer\">Connect Platform\u2122<\/a>\u00a0<\/span><span style=\"font-weight: 400;\">to customers and partners was made with this understanding. It was a forward-thinking move among other UCaaS providers whose focus lay solely in creating direct integrations for CRM systems, built solely in-house.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, companies choose RingCentral and Workato because they want visionary providers whom they can trust with the current, and <\/span><i><span style=\"font-weight: 400;\">future<\/span><\/i><span style=\"font-weight: 400;\">, success of their business. Most importantly, however, is that together we give our customers tools to achieve whatever vision they have for themselves<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The customer is the heart of every business, making tools which enable efficient, and effective, communication with them paramount for success. Here at RingCentral we are thrilled to be working with Workato to witness how our open APIs will improve the customer outcomes for customers of our own. \u00a0 All employees at a company have &#8230;<\/p>\n","protected":false},"author":222,"featured_media":38774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18390,18885,17903],"tags":[4606,6764,9692,14379,14242,1783,14320,113,1798,260,14380,1396,11772,7242,1855,641,2012,14381,7058,14382,14383,7621,884,7654,14384,1461,9333,402,159,7490,14385,14386,2392,2898,524,14387,2353,237,8278,296,6603,9066,7263,380,1732,2017,14388,5705,14389,4069,14390,5113,4613,14391,4072,14392,14393],"class_list":["post-38773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-and-collaboration","category-ringcentral-newsdesk","category-mobility","tag-ucaas","tag-api","tag-apis","tag-application-program-interface","tag-applications","tag-business-communications","tag-business-phone-platform","tag-business-phone-system","tag-business-sms","tag-business-success","tag-business-text-messages","tag-business-units","tag-chat","tag-cloud-communication-platform","tag-cloud-communications","tag-cloud-based-phone-system","tag-communication","tag-communication-channel","tag-communication-tools","tag-communications-providers","tag-computer-desktops","tag-connect-platform","tag-crm","tag-crm-integrations","tag-crm-systems","tag-customer-communications","tag-customer-relationship","tag-customer-service","tag-data","tag-developer","tag-empowered-customers","tag-enrich-your-apps","tag-enterprise","tag-integrations","tag-mobile-apps","tag-open-platforms","tag-partners","tag-productivity","tag-professional-text-messages","tag-ringcentral","tag-ringcentral-api","tag-ringcentral-apis","tag-ringcentral-integrations","tag-sales","tag-sms","tag-software","tag-software-systems","tag-successful-business","tag-technologies","tag-text","tag-ucaas-providers","tag-unified-communications","tag-unified-communications-as-a-service","tag-unified-solutions","tag-voice","tag-workato","tag-workflow"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>To Your CRM and Beyond! 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Here at\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/to-your-crm-and-beyond-why-you-should-be-enriching-your-applications-with-customer-communications\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2017-04-05T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-16T08:14:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/KID-8401-Glip-Campaign_Workato-Blog-image_r1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Rachael Winsor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rachael Winsor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/to-your-crm-and-beyond-why-you-should-be-enriching-your-applications-with-customer-communications\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/to-your-crm-and-beyond-why-you-should-be-enriching-your-applications-with-customer-communications\/\"},\"author\":{\"name\":\"Rachael Winsor\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/d708bc048c99efdf111e759c67bb3a60\"},\"headline\":\"To Your CRM and Beyond! 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