How finmap.online brought calls and chat together in UniTalk Omni, optimized costs and started seeing lost calls
In B2B sales of a complex product, everything hinges on the conversation, and every inquiry that never reaches a manager is a lost one. A manager has to explain how the service works, answer questions and bring the client to a meeting with an expert.
At finmap.online, calls and website chat ran on separate services, each with its own subscription, and some incoming calls were quietly slipping through. After moving to UniTalk Omni, both channels work in one system, communication costs went down, and lost calls now show up in the statistics.
About finmap.online
finmap.online is a Ukrainian company that has spent seven years helping small and medium-sized businesses manage their finances.
The company works in three areas.
- The first is a SaaS service that automates financial management.
- The second is consulting: an outsourced finance function, from an operations specialist who records payments to a CFO on subscription.
- The third is education: webinars, courses and partner projects.
The service is used in 54 countries. Most clients are based in Ukraine or are Ukrainians living abroad.
The client journey is classic B2B. A prospect leaves a request through the website, an ad, a partner channel or a trade show. An SDR handles the request, qualifies the prospect and books a meeting with an expert, who shows the value of the service and closes the deal.
Volodymyr Vdovyk
Sales Team Lead, finmap.online
“We try to get every lead on the phone. It’s a B2B product and it isn’t simple, so it’s hard to answer all of a client’s questions in writing. We use follow-ups, email and messengers, but in our business calls are still number one.”
How the sales team is set up
Volodymyr runs acquisition: the SDRs and the managers who run demos.
The team is remote and split into several lines. Inbound SDRs handle warm traffic, meaning requests from ads and the website. Outbound SDRs do cold outreach. Sales managers run demos and close first deals. Account management looks after clients after the sale, and support is a separate team.
finmap.online keeps stripping manual work out of sales. AI agents send meeting and call summaries straight into CRM records, so managers don’t have to fill them in themselves. So the team wanted two things from a communication service: a stable connection and an easy CRM integration.
Why finmap.online decided to switch providers
Before UniTalk, finmap.online had worked with two telephony providers. The team left the most recent one for several reasons.
“We were really unhappy with the last vendor’s support: slow replies, and we had to contact them all the time. The features and automation weren’t enough, and the interface was cluttered. Billing was an issue too. Invoices weren’t very predictable, which made budget planning harder for us.”
The team tried to work these issues out with the provider. But adapting to an individual client’s needs wasn’t how things were done there, and some of the features they needed didn’t exist at all. Eventually finmap.online stopped trying.
The company was also paying separately for website chat from another service. Each tool had its own subscription, and once the company started looking at costs, it was clear this had to change.
The team recommended UniTalk
When it was time to change providers, finmap.online turned to UniTalk as one of the three key players on the Ukrainian market. The team had already tried the other two.
Volodymyr made the call, but he talked to his team first.
“Our sales team had already worked with UniTalk on previous projects. I trusted the team.”
During the demo with a UniTalk manager, finmap.online looked at the CRM integration, what the platform includes and can do, and the pricing. They also assessed the UniTalk people on the project, from account management to support, and took into account recommendations from colleagues and external partners.
What they implemented
finmap.online moved to UniTalk Omni, a communication management system where calls and chats work together.
Once the plan was agreed, a UniTalk onboarding manager joined the project. It took one to two days from request to first calls, and the move itself took no more than a few working hours. The whole team switched at once, with no phased rollout.
Website chat included in the Omni plan
finmap.online’s website used to run a chat from another service that the company paid for separately. After the switch, the team connected UniTalk Chat. It’s included in the plan, so the extra subscription is gone.
“We really liked that we could connect UniTalk Chat, which comes with the package. That started saving us money too, because before we were paying for a separate chat service.”
The chat is handled by the managers who work with warm traffic. Prospects write in with questions about the service, and sometimes SaaS users show up with support questions, since the main website is one click away from the product. Managers answer themselves or pass the request to the right department.
Web Dialer: calls and chats on top of the CRM
UniTalk Web Dialer is a browser extension. It opens a calls and chats window on top of any page, including the CRM. Managers got used to the new setup quickly. They used to call through a separate app; now calls go through the browser.
“Web Dialer is a neat thing. It’s handy that everything works in the browser and not in a separate app.”
Routing incoming calls
Each department has its own numbers. An incoming call goes to the responsible manager first. If that manager is busy, the call moves to the SDRs, and if all SDRs are busy, to the whole department. That’s how the team tries not to lose incoming calls.
For international calls, they connected regional numbers: separate ones for Ukraine, Asia, America and Europe.
CRM integration
finmap.online has used a CRM since its early years and configures it in-house, without integrators.
When a call comes in, the integration creates a contact and a deal in the CRM. If the client is already in the database, the fields in their record are updated. Call recordings and call duration land in the CRM automatically.
For missed calls, the team built its own scenario with webhooks. When a call is missed, the CRM creates an open callback task assigned to a specific manager.
Setup without technical specialists
For Volodymyr, it matters that the team can configure the system without outside help.
“UniTalk’s interface lets you set up absolutely any part of the platform on your own, without bringing in technical experts. The automation goes much deeper and is much easier to use.”
finmap.online tracks KPIs in the CRM, and UniTalk feeds the data there. For SDRs, the main metric is work intensity: the number of calls, conversations and processed deals per day.
“We track our metrics in the CRM, and everything is pulled in from UniTalk. We also use the reports that come to Telegram. They help us keep a finger on the pulse of the team’s activity every day.”
The calls they didn’t know about
UniTalk’s statistics have a separate metric for missed and lost calls. For finmap.online, this turned out to be the biggest change after the switch.
“The most important thing is being able to see missed and lost calls. We didn’t know we were losing calls.”
The company doesn’t get many incoming calls, because the funnel is built so that most clients sign up in their personal account. Still, some calls were getting lost. On one day, for example, about 6 out of 400 calls were missed. Now that number is visible, and the team works on it.
What finmap.online got in the end
finmap.online was making calls before UniTalk too. What changed is how client communication is managed: calls and chat work in one system, conversation data goes to the CRM, and missed and lost calls show up in the statistics.
- Cost optimization and transparency. Telephony and website chat used to live in different services, each with its own subscription. Now everything is part of one Omni plan, and the company pays for one solution that does more.
- Easier work for managers. Web Dialer runs as a browser extension on top of the CRM, so calls and chats are always at hand, right next to the client record.
- Call quality. Managers say conversations sound cleaner and clients hear the team better.
“The team says call quality has improved. Overall, everyone speaks well of UniTalk and says things got better.”
- A team close at hand. A UniTalk onboarding manager supported the switch, and the team handles further questions through support.
Volodymyr Vdovyk
Sales Team Lead, finmap.online
“I can personally recommend UniTalk. I liked that it’s a young team that reacts quickly to requests, especially during the switch. Communication is well organized: there’s a chat, there are people you can reach out to, and issues get solved fast, without unnecessary red tape. And the service itself is high quality. It’s great.”
