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2 min read

Conversation intelligence unleashes the potential of your sales organization

Effective communication is vital in building strong customer relationships and closing deals. Mining actionable insights from customer calls can be a daunting task. Conversation intelligence in Dynamics 365 Sales is a game-changer for sales professionals who want to unlock the full potential of their phone calls. Conversation intelligence captures and analyzes every call. Insights are available in real time during the call—in the Sales app when using the integrated Teams dialer or in a Teams meeting—and in the CRM record afterward. Managers can view aggregated data in a dedicated dashboard.  

Even more exciting, the integration of third-party telephony systems brings this powerful tool to a wider audience. Businesses of all sizes can now harness the true potential of their phone conversations, equipping their sales teams with invaluable data that drives informed decision-making, elevates customer interactions, and boosts overall sales performance. 

Integrate conversation intelligence with your own telephony system

We’re excited to unveil new extensibility options for conversation intelligence in the latest update of Dynamics 365 Sales. Partners and developers can now connect their customers’ third-party telephony systems to conversation intelligence using the Dynamics 365 Channel Integration Framework (CIF). Phone conversations are recorded and securely stored in either Microsoft-provided storage or the customer’s Azure blob storage and analyzed to glean valuable insights in real time and after the call. 

Integrating third-party telephony providers with the conversation intelligence capability in Dynamics 365 Sales involves three key steps, performed by a partner or developer: 

  1. Register the provider: Using the conversation intelligence API, an admin registers the phone provider’s details and obtains the list of users to be recorded. This process establishes a connection between the telephony system and Dynamics 365 Sales, enabling seamless data exchange. 
  2. Fork the media: The system directs a fork of the audio stream of a call to the conversation intelligence recorder using the Session Recording Protocol (SIPREC). In this step, conversations are recorded, analyzed, and securely stored. 
  3. Send real-time events: In the final step, the system sends real-time events from the provider’s client UI to Dynamics 365 conversation intelligence.  

Conversation intelligence highlights

Conversation intelligence for third-party phone calls in Dynamics 365 Sales
  • Allows sellers to focus on what matters most with real-time, AI–powered assistance.  
    Your sellers can record their calls (either manually or automatically) and get real-time call transcription with business-critical insights, automatically detected action items, intelligent note-taking, and an automatic call summary. 
  • Empowers sales managers with post-call analysis.  
    After a call ends, managers can access a rich summary that includes sentiment analysis, automatic segmentation, call playback, and a transcript where they can leave messages for their team members. Conversation intelligence also automatically tags calls, so managers know which calls are important and worth checking. 
  • Lets managers better understand customers with advanced insights and interactions styles. Get a wide perspective view of customer needs and interests in real time. Use aggregated data to analyze market trends, rising competitors, and overall sentiment, and dive into the details where needed. 

Next steps

Asaf Tzuk
Asaf Tzuk
Senior Product Manager

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