CRM sync

A CRM is where a business keeps its contacts and the history of its dealings with them. Syncing a receptionist to it means every call leaves a trace where the team already looks: a new lead record, a note on an existing contact, a task for someone to follow up.

Sync can run in either direction. Outbound (post-call) sync writes the call into the CRM. Inbound (real-time) lookup reads from the CRM during the call so the receptionist knows who is calling and what they last asked about.

The main design questions are matching (how a caller is linked to an existing record, usually by phone number) and de-duplication (what happens when the match is uncertain).