In this case study, we describe the development of a CRM system integrated with Asterisk-based IP telephony. The solution enabled automated call handling, increased manager efficiency, and improved control over client communications.
12.2024 - 03.2025
The project began with a business analysis phase. Our team, together with the client’s representatives, conducted a detailed review of existing customer interaction processes, communication scenarios, and operator needs. The main goal was to create a system that would not only store contact information but also serve as a central tool for managing customer interactions.
During the initial phase, a technical specification was prepared, functional modules of the system were defined, and key integrations were identified. Following this, a project roadmap was developed, outlining the stages of development, testing, and deployment.
Special attention was given to usability and system performance. Since the CRM was designed to handle a large volume of customer records, call histories, and events, it was essential to ensure fast page loading and stable operation even under high load.
The technical implementation was carried out using PHP with the Laravel framework. This technology stack enables the development of flexible and scalable web systems that can be easily adapted to new business requirements and extended with additional modules.
When starting the development of the customer interaction automation system, our top priority was ensuring ease of use for operators. Therefore, we first focused on creating detailed page prototypes. After that, designers developed full UI layouts, including customer list pages, filtering options, customer profiles with structured fields, dashboards, and other system pages. The customer profile became the central element of the system. It stores all key information, including contact details, call history, manager comments, scheduled events, and other interaction data. To handle large volumes of data efficiently, database queries were optimized, and fast filtering and sorting mechanisms were implemented. This allowed operators to quickly find the necessary information and work with customers more effectively.
The next stage was the integration with Asterisk telephony. Asterisk is a software-based IP telephony solution that allows deploying a full-fledged PBX (Private Branch Exchange) system on a server. Using VoIP (Voice over Internet Protocol), all calls are transmitted over the internet. After deploying and configuring SIP on the server, we implemented integration with the CRM. This enabled operators to make and receive calls directly within the system. No additional hardware is required—operators only need a headset with a microphone connected to a computer and the microSIP application installed. In addition to call handling, the system provides a wide range of analytical features, including call recording and playback. Most importantly, the telephony itself is free. As a result, by investing once in CRM development, the client eliminated the need for ongoing monthly or annual payments.
Since a large number of users work within the CRM system, a flexible role and access control system was implemented. The system allows creating roles with a customized set of permissions for viewing sections and editing data. When a user is created, they are assigned an appropriate role. After authorization, they only have access to the features permitted by their assigned role.
The scheduling system allows planning meetings and calls with convenient calendar-based event visualization and reminders for upcoming activities. It supports both personal event management and assigning tasks to other responsible users. Once an event is assigned, it is added to the user’s calendar, and they receive a corresponding notification.
The system allows generating analytical reports based on selected parameters and exporting them to Excel. For data visualization, it also provides the creation of charts that display data distribution across different parameters. Visualizations can be presented as line charts, bar charts, or pie charts. To generate a report, users select a time range and apply the necessary filters.
As a result of the project implementation, the client received a fully functional CRM system that unified all key customer interaction processes within a single interface.
The system enabled the client to:
centralize the customer database
automate operator workflows
integrate telephony with customer data
improve communication planning
access real-time analytics and reports
Thanks to the integration with Asterisk, the company also gained its own telephony infrastructure without recurring licensing fees, significantly reducing operational costs.
Ultimately, the CRM became the primary tool for managers and operators, increasing the efficiency of handling customer requests and enhancing the transparency of business processes.
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