Call tracking integration: no more lost missed calls

Which phone systems connect to the CRM?

95sales CRM connects directly to Binotel and Ringostat, Ukrainian telephony providers. Other VoIP phone systems connect through a generic webhook, as long as the system can send call data to an external URL.

There's no click-to-call (dialing from the card in one click) right now. Staff call from their phone or softphone, and the conversation still lands in the CRM.

What happens when a client calls

Inbound calls are handled automatically by phone number.

1. The number already belongs to a lead. The call is added to the card's timeline with its duration and recording. This also works for the extra phones on a card, such as a relative's number.
2. The number is in the old database archive. The card goes back into play at the New stage and reaches a salesperson as a new lead. More about the archive on the sales pipeline page.
3. The number is new. The CRM creates a lead at the New stage with the source "Call", the business (brand) is set by the phone line, and the sales team gets a notification.
4. A current patient or relative calls. No new lead is created. The call is attached to the patient record; it's a matter for the care team, not sales.

A repeat callback request within 15 minutes isn't treated as new, so staff don't get a stack of identical alerts.

What the CRM shows about each call

The CRM stores the same set of data for every call, so you can filter and compare calls.

All call tracking events also go into the activity log: you see when a call was matched to a lead and when a new lead was created from it. If someone not in the database calls and the phone system passes a caller name, it's filled into the new lead card. When the call is scored, AI also picks up the caller's name and who they are to the patient, so a "Call +380…" card gets a real name.

How the CRM handles missed calls

A missed call in 95sales instantly becomes a "📵 Missed call — call back" alert for the people who should return it. If the caller is new, the CRM creates a lead marked "Missed call — call back" and notifies sales. If a current patient called, the alert goes to the care team: management, front desk and nursing staff.

The Calls section has a dedicated Missed filter, the share of missed calls for the period and the number of missed calls per staff member. Managers see who is losing calls and compare it with the previous period. Why this matters and how to set up callbacks is covered in our guide to missed calls in a clinic.

Calls and ads: where callers come from

A phone call is an ad channel too, and the CRM counts it. A new lead from a call gets the source "Call", and a request through the Binotel callback widget carries the site and the page's UTM tags. These leads then show up in the ad attribution report alongside website forms.

What happens to the call recording next

Recordings longer than 10 seconds go to AI call analysis: transcription, anonymization and scoring — deal probability, salesperson score, lead temperature and next step. Short calls with no conversation aren't scored, and the duration threshold is configurable.

Who it's for and what it solves

• Private clinics and dental practices. The front desk doesn't lose calls between patients. A missed call is a task, not a line in the phone system log.
• Rehab centers. Relatives call several times and from different numbers. The whole call history comes together in one card, as long as the number is on the lead.
• Care homes. Calls from current residents' relatives don't mix with sales and go to the care team.
• Agencies. Calls from the website attach to the deal, and the head of sales sees how the team handles negotiations.

How to connect your phone system

1. Get the webhook address with a key in the CRM.
2. In your Binotel or Ringostat account, set this address for post-call events.
3. Make a test call and check that it appears in the card.
4. Choose who gets missed call alerts.
5. Turn on AI analysis and choose which conversations to score: all of them or only lead calls.

Connecting telephony is a one-time fee, quoted before work starts.