# CRM telephony integration: the path of every call | Auspex > What happens to every call once CRM and telephony are integrated: record by number, missed call, recording, routing. Checklist for building materials suppliers. Source: https://auspex.company/en/blog/crm-telephony-integration-case-construction/ [Blog](/en/blog/) / Guide # CRM and telephony integration for a building materials supplier: what happens to every call By: Andrew Maryasov · Sep 23, 2026 · 10 min read CRM and telephony integration comes down to four configured system reactions to every call: the customer record opens by phone number before anyone answers, a missed call turns into an activity with a responsible person, the call recording lands in the customer record, and a regular customer reaches their own rep. For a building materials supplier, where the call is the inquiry, it's these four reactions that stop the losses, not the mere fact that telephony is connected. Below is how each of them works in Uspacy and Bitrix24 according to the vendors' official documentation, and how to check your own process against yesterday's calls. ![A sales rep's desk at a building materials supplier: a hand lifts the receiver, a customer record in the CRM is on the monitor, and beyond the door is a warehouse with pallets and a forklift](/images/blog/crm-telephony-integration-case-construction-en.webp) The customer record opens by phone number before anyone answers The objection to CRM in the building materials trade sounds almost the same every time: our business is different. Stock levels change by the hour, some orders include delivery, and regular customers call their own rep directly instead of the main number. In this view of things, a CRM is for a sales team with a long pipeline, while at the warehouse an inquiry is taken over the phone and written down in a notebook or in Excel. The difference is real, but the conclusion to draw from it is the opposite. ## Why the call is the inquiry for a building materials supplier When a customer writes through a form on the website, the inquiry exists separately from any person: it can be read an hour later or handed to a colleague. When a customer calls, the inquiry exists for exactly as long as the conversation lasts, and after that it lives wherever the rep managed to write it down. Every manual step between the call and the order becomes a place where the inquiry can vanish: the number wasn't written down, the “I'll call back later” was forgotten, a call missed at the height of the season was spotted in the evening, when the customer had already bought from the competitor down the road. Telephony on its own doesn't remove these losses. It connects the call and, if set up to, records it. What removes the losses is what the CRM does in response to a call with no human involved. For Ukrainian teams that's Uspacy, for EU markets it's Bitrix24; below, each of the four reactions is shown in both systems, in the order they fire. ## Checking your CRM and telephony integration against yesterday's calls You don't need anyone else's case studies for this check; your own call log is enough. Pull yesterday's last ten inbound calls from your telephony and answer four questions for each one; what exactly should happen at each step is covered in the sections that follow. - Record. When this number called, did the customer record open before the call was answered, and if the number was new, did a lead appear in the CRM without manual entry? - Missed call. If the call wasn't picked up, is there an activity or an entity with a responsible person in the CRM, and does it stay visible in the kanban until someone calls back? - Recording. Can you listen to the conversation from this customer's record, without logging in to the telephony account? - Routing. If the number belongs to a regular customer, did the call reach their rep through the main number? Four “yes” answers mean your CRM and telephony integration works, and the next things to look at are the pipeline and end-to-end call analytics. Even one “no” across ten calls means inquiries are getting lost in a specific place, one you now know. ## A second before the answer: the customer record by phone number The first reaction fires before the rep has even picked up. Telephony passes the number to the CRM, the system looks it up in the database and opens the record. In Uspacy this is the call card: it appears during inbound and outbound calls and shows right away who the rep is talking to — a potential customer, that is, a lead, or an existing contact. From the call card the rep can go to the CRM record and create a deal during the conversation, without opening anything separately. According to the documentation, the card works with Phonet, Ringostat, StreamTelecom, UniTalk, Zadarma, Binotel and Kyivstar telephony; it isn't described for other PBXs. In Bitrix24 the same logic runs from the other side: if the number isn't in the CRM, the system automatically creates a lead during the call or offers to create a lead or a contact in the call window. Which calls create leads — inbound, outbound or all — and which source they get is configured in the settings. In Simple CRM mode, a call from a new customer creates a deal straight away, optionally together with a contact and a company. Calls from employees' numbers and from numbers on the exceptions list aren't saved to the CRM. When a regular customer of a building materials supplier calls to check availability, the rep sees their history before saying hello, and a new number becomes a lead even if it never occurred to the rep. ## If nobody answered: the missed call becomes an activity with a responsible person The second reaction fires on a call that nobody picked up. Without integration, a missed call exists only in the phone's call log. With integration, it exists in the CRM as an entity with a responsible person. In Bitrix24, after every inbound and missed call from a customer, an activity is created automatically in the CRM record. A missed call gets the “Missed call” status and a green counter in the kanban; when the rep calls back, the activity closes automatically. A missed call from an existing customer is always assigned to the responsible person in the CRM, even if the call never reached them, and the responsible person gets a notification. In Uspacy, when it's paired with Binotel or Ringostat, you set separately for each call type — answered, outbound and missed — which CRM entity to create. For a missed call you separately choose who becomes the responsible person: the line operator, the person responsible for the base entity if the number is known, the default responsible person or a specific user. If the line operator isn't mapped to a user, the call goes to the default responsible person, and if that isn't set either, to the workspace owner. The Uspacy documentation states the goal plainly: a call will always have a responsible person, even in a non-standard situation. In the Ringostat–Uspacy setup, a missed call from a new customer creates a lead and a missed call with the default responsible person, while a missed call from an existing customer is logged as an unsuccessful call in the open lead, under the same responsible person. A “task for a missed call” in both systems' documentation means a CRM activity or an entity with a responsible person, not a task in the Tasks module. In Bitrix24 it stays visible in the customer record and in the kanban until someone calls back; in Uspacy it stays in the entity's record, with its responsible person. ## After the conversation: the recording lands in the customer record The third reaction settles the “but I told you delivery was on Tuesday” argument. Almost any telephony system records calls; the only question is where the recording sits. Without integration, the recording lives in the provider's account, and to find it you need to know the time of the call and have access to that account. With integration, the recording is tied to the customer. In Uspacy all inbound, outbound and missed calls are collected in the “Call log,” where you can listen to a recording and go to the related CRM entity. The documentation for Binotel says the same recording also sits in the CRM record, on the right-hand side, under the activity filter. Two details are worth knowing in advance: with Binotel, recordings appear with a delay of 10–15 minutes, and the “Call log” is available only on paid plans. In Bitrix24, recording is turned on separately for each number or SIP PBX with the option to save recordings of all calls. Recordings are stored in Call Details and on the Company Drive, and they can be played from the CRM record if the call was saved as an activity. Here the third reaction depends on the second: the recording is visible from the customer record because the call became an activity in that record. Bitrix24's documentation specifically asks you to check recording against company policy and the law before turning it on, and offers an automatic message at the start of the call to warn the customer that it is being recorded. For a building materials supplier this is no formality: a recording that is later played back during a delivery dispute has to be lawful. Who hears the recording changes too. In the telephony account, it's the telephony administrator. In the customer record, it's whoever has access to that record: the head of the department, a rep covering for a colleague, the person handling a complaint. ## The next call: a regular customer reaches their own rep The fourth reaction answers building materials suppliers' main objection: regular customers call their rep directly, and they like it that way. Integration doesn't break this habit; it moves it from the rep's mobile phone into the system. Bitrix24 has a separate routing option for this: send an inbound call to the responsible person specified in the CRM if the contact is identified as known. The call reaches only employees who are online in Bitrix24, and when the voice menu is on, routing kicks in after the caller exits it. An employee with a SIP phone is always considered available. By default, the first person in the queue becomes responsible for an automatically created lead, and manually forwarding a call changes the responsible person only for new customers. In Uspacy, routing an inbound call to the person responsible for the record is set up on the telephony side; the CRM itself has no switch for it. For Binotel, the Uspacy documentation suggests describing the “stickiness” scenario you need in a request to Binotel support. For Ringostat, it's done through a webhook number and a forwarding scheme in the Ringostat account. The result is the same: the customer dials the company's main number and reaches their own rep, and what happens when the rep is at the warehouse or on vacation is defined by that same forwarding scenario. The public GRO case in the “Read next” list shows what this setup looks like in a live project. On a mobile phone, the link between customer and rep disappears along with the rep; in the CRM, it stays with the company. ## Why the reactions don't switch on by themselves, and what Auspex does None of the four reactions switches on by itself. In Uspacy they live in the “CRM integration” block inside the telephony app, where an entity and a responsible person are set for each call type. In Bitrix24 they're spread across the telephony settings tabs: CRM integration, inbound call routing, and recordings and ratings. Telephony connected without these settings connects calls and perhaps records them, but the record doesn't open, a missed call doesn't become an activity, the recording never gets attached to the customer, and a regular customer talks to whoever picked up first. That's why, in Auspex's methodology, connecting telephony sits inside the system configuration step, together with pipelines, automations and integrations. There is no separate “connected it and forgot about it” item. Setting up the four reactions once is easier than explaining to the team every day why missed calls have to be looked up in the phone's call log. Auspex implements CRM and business process automation for companies with 10–200 employees: on Uspacy in Ukraine, and on Bitrix24 as a Gold Partner in EU markets. Auspex's public projects include a CRM implementation for a company that sells building materials: connecting telephony, handling inquiries from different channels and end-to-end analytics. The timeline looks like this: a full CRM audit takes 2–3 days, a CRM implementation takes 2–4 weeks and the median from kickoff to go-live is 30 days. If your check against yesterday's calls produced even one “no,” bring the result to a free 30-minute CRM audit call: we'll go through which of the four reactions can be handled by configuring the system you already have and which need different telephony or a different CRM. We'll call you within 24 hours of your request. Read next - [CRM and automation audit](/en/services/crm-audit/) - [CRM system implementation](/en/services/crm-implementation/) - [CRM and automation for construction & development](/en/industries/construction/) - [How we roll out a CRM: eight steps](/en/blog/how-auspex-rolls-out-crm/) - [Two to four weeks to a working CRM, up to six with integrations](/en/blog/crm-in-4-6-weeks-week-by-week/) - [GRO: from 10 orders a month to 10 a day. The role of CRM and ERP sync](/en/blog/gro-ecommerce-crm-erp-case/) ## Sources - [Uspacy knowledge base: “Картка дзвінка” (in Ukrainian; updated 24 February 2026)](https://uspacy.ua/support/knowledgebase/kartka-dzvinka/) - [Uspacy knowledge base: “Телефонія Binotel у Uspacy” (in Ukrainian; updated 20 January 2026)](https://uspacy.ua/support/knowledgebase/telefoniya-binotel-u-uspacy/) - [Uspacy knowledge base: “Журнал дзвінків” (in Ukrainian; updated 9 December 2025)](https://uspacy.ua/support/knowledgebase/zhurnal-dzvinkiv/) - [Ringostat knowledge base: “Інтеграція з Uspacy” (in Ukrainian; 3 April 2026)](https://help.ringostat.com/uk/articles/8895702) - [Bitrix24 Helpdesk: “Telephony with CRM integration” (updated 5 October 2026)](https://helpdesk.bitrix24.com/open/19637310/) - [Bitrix24 Helpdesk: “Configure inbound call routing” (updated 6 October 2026)](https://helpdesk.bitrix24.com/open/18915892/) - [Bitrix24 Helpdesk: “Process customer calls in CRM” (updated 6 October 2026)](https://helpdesk.bitrix24.com/open/18783338/) - [Bitrix24 Helpdesk: “Record calls” (updated 5 October 2026)](https://helpdesk.bitrix24.com/open/18651532/) Andrew Maryasov Founder, Auspex Founder of Auspex. Implementing CRM and automating business processes since 2015 — 1,500+ projects for 1,200+ companies. [amaryasov.expert →](https://amaryasov.expert) ## Frequently asked Do you need to change your telephony to integrate it with a CRM? That depends on the provider, so check the list before you start. According to the documentation, the call card in Uspacy works with Phonet, Ringostat, StreamTelecom, UniTalk, Zadarma, Binotel and Kyivstar. In Bitrix24, recording and routing are configured separately for each connected number or SIP PBX. If your provider is on the list, the integration is set up on top of your existing numbers. What happens to a missed call once CRM and telephony are integrated? It becomes a CRM entity with a responsible person. In Bitrix24 that's an activity with the “Missed call” status and a counter in the kanban, which closes automatically once someone calls back; a missed call from an existing customer is assigned to their responsible person, with a notification. In Uspacy you set which entity to create for a missed call and who is responsible: the line operator, the person responsible for the record, the default responsible person or a specific user. Does the CRM create a task for a missed call? Not in the sense of the Tasks module, and none of the documents reviewed promises that. What gets created automatically is a CRM activity in Bitrix24 or an entity with a responsible person in Uspacy. In practice it's the same reminder, only tied to the customer record rather than to a task list. Where is the call recording stored, and who can listen to it? In Uspacy the recording is available in the “Call log” and, according to the documentation for Binotel, in the CRM record under the activity filter; recordings appear with a delay of 10–15 minutes, and the log is available on paid plans. In Bitrix24 recordings sit in Call Details and on the Company Drive, and can be played from the CRM record if the call was saved as an activity. Whoever has access to the customer record can listen. Before you turn recording on, Bitrix24 asks you to check it against the law; the customer can be warned by an automatic message. Can a regular customer go straight to their own rep? Yes. Bitrix24 has an option for this: send an inbound call to the responsible person from the CRM if the contact is known; the call reaches employees who are online. In Uspacy the scenario is set on the telephony side: for Binotel through a request to Binotel support, for Ringostat through a webhook number and a forwarding scheme in the Ringostat account. Why doesn't this happen in our CRM even though telephony is connected? Because all four reactions have to be configured; they aren't there by default. In Uspacy they're set in the “CRM integration” block of the telephony app, in Bitrix24 in the CRM integration, inbound call routing and recording tabs. If nobody configured them during implementation, they simply aren't there. ## Business automation digest 2–3 emails a month — what actually works in CRM and automation. No spam. Unsubscribe in one click. [Free CRM audit →](/en/contact/) ↳ FREE AUDIT 30 min · free · ↓ ## Ready to Get Your Sales Under Control? Free process audit — 30 minutes, and you'll receive: 1,200+ companies since 2015 · 30-day median go-live 01 A map of where you're losing leads 02 Priorities: what to automate first 03 An implementation plan for 2-4 weeks We'll call within 24 hours. The plan is yours, even if we don't work together.