May 03, 2023

AI in Action: Extending capabilities with new technologies

Haris Pandžić, Head of Engineering, Spiro
AI tools have been attracting a lot of interest lately. It seems that everyone is trying to make use of it, even though not everyone is immediately detecting the value they are looking for. Nevertheless, it is obvious that we are currently going through a tech evolution that is so big that it can be compared to the inventions of the phone or the internet.

Those who adapt first will have the upper hand in the foreseeable future. In this article, we will explore how Spiro, a company that developed its own CRM platform (or as they call it PRM -Proactive Relationship Management), has adapted to AI trends and how it integrated OpenAI technologies into its platform and what kind of benefits it reaped for the sales teams. We'll also take a look at some of the challenges that can emerge when incorporating tools like this into any existing platform and how we addressed them.

Incorporating AI technologies into a CRM platform can have significant benefits for sales teams. By utilizing OpenAI efficiently, Spiro has been able to provide value to users at 3 different levels. Adding new functionalities to the app in different places is always a good thing because it never overwhelms the user, and at the same time, it opens up different routes for the development teams as they can define future steps depending on what feature succeeds the most.

New features on top of existing ones

We saw an opportunity to apply OpenAI in our system to create automated summaries from call transcripts. Spiro already had an integrated VOIP system within the app that enabled automated call recording and automated voice-over transcripts, so we spruced it up with a feature that can automatically create a summary of the key points of a call. Sales agents spend a lot of time talking and it can get hard to memorize everything from a conversation, and sometimes, the most essential parts of a conversation can get lost. To tackle this issue, we integrated OpenAI and set it up to summarize every phone call transcript. The feature was integrated into the existing system and enables agents to quickly take a look at the most important details from the phone conversation without having to listen to the entire call. This was one of the first novelties we introduced and the feedback from users and agents was incredible. The AI-based summaries help them save a lot of time and allow them to focus on more important tasks such as following up with leads and closing deals.
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Something completely new

Spiro also uses OpenAI to generate weekly summaries of all open opportunities by analyzing activity data on a weekly basis. Salespeople can quickly take advantage of the smart next-step recommendations based on the summary and see which opportunities they need to focus on and what actions they should take next, i.e., send a follow-up email, schedule a call, etc. By automating the process of analyzing activity data, Spiro provides sales teams with valuable insights that can help them close deals more efficiently. This feature also helps sales managers track their team’s progress and identify areas where they may need additional support or coaching.

An AI playground for users

The third way Spiro chose to implement AI was by allowing users to slowly become introduced to AI while keeping them in charge. Spiro implemented an AI virtual assistant to help with email writing, schedules, etc. Basically, users can simply write a prompt, and the OpenAI-based feature will make a structured email out of it. This may have been the easiest of all the three features, but it was our most successful one since the users saw immediate value and AI in action in real time. Also, I believe this feature succeeded the most because it gives users the most control over their activities, given that most non-tech people are still not ready to fully trust AI, especially without any input provided.

As AI technologies continue to evolve and improve, they will undoubtedly play an increasingly important role in the development of any software. With its ability to analyze large volumes of data and provide valuable insights, AI has the potential to revolutionize the way that sales teams operate and engage with customers and leads. In the future, we can expect to see even more advanced AI technologies being integrated into CRM platforms like Spiro, providing sales teams with more powerful tools for managing their pipelines.

As for Spiro, we are committed to staying at the forefront of these advancements and continue to incorporate the latest AI technologies into our platform. By leveraging the power of OpenAI and other cutting-edge technologies, we are able to provide our users with a powerful and intuitive CRM platform that helps them achieve their sales goals more efficiently than ever before.

In conclusion, the integration of AI technologies like OpenAI into CRM platforms like Spiro represents a major step forward for the sales industry. By automating tedious tasks and providing valuable insights, AI is enabling sales teams to work smarter, not harder, and focus on the tasks that truly matter. With continued investment and innovation, we can expect to see AI become an even more central component of CRM software in the years to come.