A Viva CRM integration connects Viva Virtual PBX with Lua CRM so that inbound and outbound calls are logged, recordings are available and your team can start calls with click-to-call from the CRM. For many small businesses, the phone is still where the most important conversations happen: new inquiries, booking changes, complaints and deals that are almost closed. When those calls leave no trace in the CRM, managers cannot see what was said, colleagues repeat questions and follow-ups are forgotten. This guide is for sales, support and front desk teams that use Viva Virtual PBX for business calls and manage customers in Lua CRM.
Key takeaways
- A Viva CRM integration links calls on Viva Virtual PBX with the customer work you already do in Lua CRM.
- On the Lua CRM integrations page, Viva is listed in the Telephony category for inbound and outbound calls.
- According to that page, the Viva integration logs inbound and outbound calls, gives access to recordings and enables click-to-call from Lua CRM.
- Clear call habits, such as notes and next steps after every important call, decide how much value you get from the connection.
- Track missed call follow-up, response time, call-to-deal conversion and follow-up completion after calls.
What is a Viva CRM integration?
A Viva CRM integration is a connection between Viva Virtual PBX and Lua CRM, the system where you manage contacts, leads, deals and tasks. Viva Virtual PBX (Armenian: Վիրտուալ ԱՀԿ VIVA) is a cloud-based virtual PBX for companies with 3 to 50 employees. It can use multichannel numbers, play a voice greeting, send each call to a free employee, record conversations, show call statistics per employee and send missed-call notifications by email or Telegram. Staff can also use a mobile app to view call history, listen to recordings and change settings, and can connect Viva corporate SIM cards so mobile calls appear in the log and statistics and callbacks can be made from the company number. The goal is to stop treating phone calls as a separate world. Instead of writing call details on sticky notes or retyping them later, your team works from the CRM and sees calls as part of the customer relationship.
The Telephony category in Lua CRM is described as connecting telephony providers to log calls, record conversations and enable click-to-call in Lua CRM. Viva is one of the providers listed in that category. Viva says the virtual PBX integrates with the major CRM systems in Armenia and the CIS, and offers CRM integration as an add-on. It publishes the details with its Virtual PBX tariffs and also offers a free test of the product.
Problems a Viva CRM integration helps solve
Calls that leave no record
A customer explains their needs on the phone, and the details stay in one person's memory. When a colleague picks up the next call, the customer has to repeat everything.
Manual dialing and copying numbers
Staff look up a number in the CRM, type it into the phone and then switch back to write notes. It is slow and easy to dial the wrong number.
Missed calls that are never returned
When inbound calls are not visible to the team, a missed call from a new lead can easily be forgotten, and that lead calls a competitor instead.
No way to review what was said
When there is a disagreement about a price, a date or a promise, there is nothing to check. Recordings help managers review calls, coach new team members and resolve misunderstandings.
Separate phone system versus Viva connected to Lua CRM
| Area | Phone and CRM used separately | Viva Virtual PBX connected to Lua CRM |
|---|---|---|
| Inbound and outbound calls | No record in the CRM unless typed in by hand | Inbound and outbound calls logged |
| Recordings | Hard to find or not linked to the customer work | Access to recordings from Lua CRM |
| Starting a call | Copy the number and dial manually | Click-to-call from Lua CRM |
| Team visibility | Only the person on the call knows what happened | Call activity visible to the team in the CRM |
| Follow-up | Depends on memory | Next steps recorded and assigned after the call |
How Viva works with Lua CRM
The Lua CRM integrations page lists Viva in the Telephony category under "Inbound & outbound calls". The page describes the Viva integration as a way to log inbound and outbound calls, access recordings and enable click-to-call from Lua CRM. Those features in Lua CRM work with the calls already handled by Viva Virtual PBX, including greetings, distribution to a free employee and recordings.
Ucom is listed in the same Telephony category with call logs and recordings, described as automatically attaching call history and recordings to CRM contacts and activities. If your business uses a different phone provider, the integrations page offers a Request Integration option. To connect Viva Virtual PBX, follow the instructions shown for Viva in Lua CRM or contact the Lua CRM team for help. Phone calls often sit next to email and messaging, so you may also want to read our guides to the Gmail CRM integration and the WhatsApp Business CRM integration.
How to set up your Viva CRM integration
The technical connection is only one part. Good preparation and simple team rules make the difference between a call log nobody reads and a tool that helps you sell and serve better. Work through these steps:
- List who handles calls. Write down which salespeople, support agents and front desk staff make and receive customer calls, and which Viva Virtual PBX numbers or lines they use.
- Clean up your contacts. Make sure phone numbers in Lua CRM are complete and use one consistent format, and merge duplicate contacts, so calls are easier to match with the right customer.
- Decide how you will use recordings. Agree who can listen to recordings and for what purpose, such as quality checks, training or resolving disputes. Inform callers about recording and follow the privacy and consent rules that apply to your business.
- Connect Viva Virtual PBX. Follow the in-product instructions for Viva in Lua CRM, or contact the Lua CRM team, so calls can be logged and click-to-call can be used from Lua CRM.
- Test with a few calls. Make an outbound call with click-to-call, receive an inbound test call and check that the calls and recordings appear where you expect them.
- Set a rule for missed calls. Decide who returns missed calls and how quickly, for example within one working hour for new inquiries.
- Close every important call with a next step. Add a short note and a task, such as sending a quote, booking an appointment or calling back on a set date.
- Review after two weeks. Check missed calls that were not returned, calls without notes and contacts with wrong numbers, then fix the data or the habit.
Best practices for calls and CRM
Call from the CRM whenever you can
Using click-to-call from the customer card means you already see the history before the customer answers, and you avoid dialing mistakes.
Write short, useful notes
Two or three lines are enough: what the customer wanted, what you agreed and what happens next. Good notes make the next call easier for anyone on the team.
Use recordings for coaching, not only for disputes
Listening to a few calls each week with new team members is one of the fastest ways to improve how your team handles questions and objections.
Turn calls into tasks
If a call ends with "I will send you the details", create the task right away. Our guide to lead management explains how to keep follow-ups moving, and CRM automation shows how to reduce manual reminders.
Illustrative example: a small service company that stops losing phone leads
Imagine a small home service company where two coordinators answer the phone and three technicians call customers back from the field. Calls were made from personal lists, missed calls were noticed late and nobody could check what price had been quoted. The team connected Viva Virtual PBX to Lua CRM, cleaned up phone numbers, agreed that missed calls from new inquiries are returned within an hour and started using click-to-call from customer cards. After each important call, the coordinator added a short note and a next step. When a customer later questioned a quote, the manager could check the call recording. This is a hypothetical example to show the workflow, not a measured case study.
Metrics to track
Missed call return rate
Missed calls returned within your target time ÷ all missed calls in the period.
Response time to new inquiries
Average time from a new lead's first call or missed call to the first conversation with your team.
Call-to-deal conversion
Leads whose first contact was a phone call and who became customers ÷ all leads that first contacted you by phone.
Follow-up completion
Important calls with a recorded note and next step ÷ all important customer calls. Our article on CRM KPIs explains how to track numbers like these.
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