FLG and Aircall: Building Better Relationships

It all begins with a simple spreadsheet. But after dozens of staff and hundreds of customers, you end up facing a tangled mess of Excel files, email chains, and sticky notes.

The impact of systems that can't scale is severe. Lost productivity, missed chances, and wasted time all mean hard-earned money down the drain.

One UK-based business decided enough was enough. Customer relationships deserved better.

FLG, an agile, product-driven company, puts its customers at the heart of its innovation process. Their user-friendly CRM automates workflows, so teams can be confident nothing gets missed and no opportunities slip through the net.

“Our customers are at the centre of our innovation and support.” - Lauren Shaw, Marketing Executive at FLG

11 years on, FLG boasts high customer retention, fantastic reviews, and a loyal community of engaged customers. And it’s these close relationships that drive FLG to keep building and innovating.

Building Together

The best companies listen to their customers, and FLG is no different. Always open to feedback, they noticed their customers were struggling with one of the most basic business tools.

The business phone.

Several of their customers were using outdated phone systems or desk phones that were bulky, complicated, and costly. Worst of all, their phones didn’t integrate well with their CRM.

Instead of helping, this setup was actually holding teams back.

But without a built-in dialler or much knowledge of the telephony sector, FLG had to think outside the box for a solution.

That’s why teaming up with Aircall gave them the answer they needed: a phone system that integrates seamlessly with their existing software.

“We searched for the best telephony products on the market so we could benefit from expert knowledge and make the FLG product even better.” - Lauren Shaw

Aircall + FLG

While having a voice feature is important, FLG’s decision to partner with Aircall is about more than just reliable software. Customer focus is key. Aircall’s intuitive interface and transparent pricing make it easy for users to feel empowered and informed.

“Aircall is a great fit for our customers, who usually have 5-25 users and are tech-savvy. These are often businesses or individuals with an entrepreneurial spirit.” - Lauren Shaw

Because Aircall serves small and medium-sized businesses, they can prioritise a more personal approach from the start; making FLG and Aircall a powerful combination for any modern sales team.

Voice as a Solution

Using Aircall’s API and public webhooks, two of FLG’s software developers and their product manager got the integration up and running in just three weeks.

By syncing technology between voice and CRM, this integration helps teams streamline information, improve communication, and build stronger relationships with their leads, prospects, and customers.

Here’s how it works:

Call logging: Save countless hours of manual work by having your calls logged, as well as on-demand access to call recordings. This feature helps teams keep records of past calls and retrieve them quickly when needed. No missing out on a prospect because you don’t have the right information.

Screen Pop: Good relationships matter more than ever, especially in today’s sales environment. Prospects don’t want to be put on hold or listen to agents searching for records. Now you can sync information from FLG straight to Aircall and display it on screen before answering the phone. Knowing who’s calling before you pick up can be the difference between a lost deal and a won one.

Call-Matching: Making sure your call recording is linked to the correct lead is crucial. But that can be tricky when several leads share the same number (for example, a customer who’s enquired about several different products or services). The smart call-matching widget identifies and notifies agents if the number has already been matched, and lets them assign it to a different lead if needed. Right logs, right recordings, right leads, and no confusion.

Click-to-call: Outbound calls are now easier than ever. Aircall’s click-to-call feature lets agents find and call a number instantly. And with no need to manually sync information, teams can focus on building relationships and rapport instead of wasting valuable time dialling.

The Right Call

Although still in its early stages, the integration is already making waves with customers. Earcandy, an award-winning live entertainment provider, was among the first to benefit from the new integration, with promising results:

“It’s so much easier using this than our old system that wasn’t integrated!” - Ben Rogers, Founder and Managing Director at Earcandy

For the teams who built the integration at Aircall and FLG, customer focus is key to improvement. They encourage all users to check in and share feedback whenever possible:

“We’re still adding lots to the integration so it may change often, but it also makes it clear that we want and welcome customer feedback.” - Lauren Shaw.