Previously, telephony and website chat operated on different services, and some incoming calls went unnoticed. Now, both channels run in UniTalk Omni alongside the CRM, and missed calls are visible in the statistics.
finmap.online is a Ukrainian company that has been helping small and medium-sized businesses manage their finances for seven years.
The service is used in 54 countries. Most clients are from Ukraine or are Ukrainians living abroad.
The client follows a classic B2B journey. They submit a lead through the website, ads, partner channel, or a trade show; the SDR processes the lead, qualifies the client, and schedules a meeting with an expert; and the expert demonstrates value and closes the client on the services.
finmap.online systematically removes manual work from sales. AI agents transfer meeting and call summaries directly into CRM cards so that managers don’t have to fill them out manually. Therefore, the team expected stable communication and seamless CRM integration from their communication service.
In B2B sales of a complex product, everything relies on the conversation with the client. The manager needs to explain how the service works, answer questions, and guide the client to a meeting with an expert, and every missed inquiry translates to a lost conversation.
The team tried to resolve these issues with their provider. However, accommodating individual client needs wasn’t standard practice there, and some required features were simply unavailable. Over time, finmap.online stopped trying.
Additionally, the company was paying for a website chat tool through a separate service. Each tool had its own subscription, and during a cost optimization review, it became clear that this needed to change.
Volodymyr VdovykSales Team Lead, finmap.online
«With the previous vendor, we were very unsatisfied with the technical support: slow response times and frequent issues. The functionality and automation fell short, and the interface was overloaded. There were also billing issues: the invoices were unpredictable, which made budget planning difficult».
finmap.online migrated to UniTalk Omni, a communication management system where calls and chats work together.
After the migration, the team connected UniTalk Chat. It is included in the plan, so a separate subscription became unnecessary.
UniTalk Web Dialer is a browser extension. It opens a call and chat window as an overlay on any page, including CRM.
An incoming call first goes to the assigned account manager. If busy, the call routes to an SDR, and if all SDRs are busy, to the entire department.
When an incoming call arrives, the integration creates a contact and a deal in the CRM. Call recordings and duration are automatically logged in the CRM.
From request to first calls took 1–2 days, and the migration itself took up to several business hours. The entire team was migrated simultaneously, without phased rollout.
Migration to UniTalk Omni
The entire team simultaneously, without a phased rollout
For international calls, regional numbers were connected separately for Ukraine, Asia, America, and Europe
Phone numbers
For missed calls, the team configured a custom webhook scenario. When a call is missed, an open callback task is created in the CRM for a specific manager.
finmap.online KPIs are tracked in the CRM, with data sent there by UniTalk. For SDRs, the key metric is work intensity, meaning the number of calls, communications, and deals processed per day.
SDR daily work intensity
finmap.online was already making calls before migration to UniTalk. Following the migration, customer communication management changed: calls and chat operate within a single system, conversation data flows into the CRM, and statistics show missed and lost calls.
from request to first calls
We’ll show you in a demo how to bring calls, chat, and CRM together in one system tailored to your sales team — and track missed calls from day one.
«We really liked that we could connect UniTalk Chat, which is included in the package. This also started saving us budget, as we used to pay for a separate chat service».
«The UniTalk interface allows you to customize any part of the platform completely on your own, without the need for technical experts. Automation is much deeper and more user-friendly».
«The team notes that call quality has improved. Overall, everyone praises UniTalk, saying things have gotten much better».
«I personally recommend UniTalk. They’re a dynamic team that responds quickly to requests, especially during the migration process. Communication is well-structured: you have a chat and real people to turn to, so issues are resolved promptly without extra red tape. Plus, the service itself is high-quality and great».
The company doesn’t receive a high volume of inbound calls: the funnel is structured so that most clients register in their user accounts. However, even among those, some calls were being lost. For example, out of 400 calls in a single day, about 6 were missed. Now this number is visible, and the team is working with it.
Volodymyr VdovykSales Team Lead, finmap.online
«The most important thing is the ability to see missed and lost calls. We didn’t know we were losing calls».
UniTalk Omni combines telephony, UniTalk Chat, call routing, analytics, and CRM integration. We’ll show you how to set them up for your sales team. Book a demo to see how this setup can work in your workflow.
from request to first calls
1–2 days
UniTalk Omni
finmap.online case study · numbers and quotes approved by the client prior to publication
