Lynes Technology — 2023
Making a telephony platform speak fluent CRM
Building CRM integrations into Lynes, a telephone exchange and communications platform — so that contacts, cases, notes, deals and meetings from Upsales and Zoho appear where users actually work.
The situation
Lynes users were doing what everyone does when two systems don't talk: keeping the CRM open in another tab and copying between them. Every copy is a chance to get it wrong, and every tab switch is friction on a call that is already happening.
The commercial case was straightforward — a communications platform that knows who is calling and why is a much harder product to leave.
What we did
We built integrations to Upsales and Zoho CRM that synchronise contacts and surface the surrounding context — cases, notes, deals and meetings — directly inside Lynes. Two CRMs with genuinely different API philosophies meant meeting each on its own terms rather than forcing a shared abstraction that fits neither.
Implemented in TypeScript and Node.js with a React front-end, over REST and RPC depending on what each system actually offered.
The outcome
Lynes users get the relevant customer record where the conversation is happening, without leaving the platform.
Integration work is unglamorous and it is most of what makes business software valuable. It's also the thing most often quoted badly, because the difficulty is never in the happy path.
Let’s build something that lasts.
Tell us about the project. If we’re not the right studio for it, we’ll say so — and usually point you at someone who is.