Twilio-Based Call & SMS Workflow System

Case Study: Twilio-Based Call & SMS Workflow System
Industry: Financial Services / Lending
Client Type: U.S.-based Lender / Lead Gen Company
Platform: Web + Telephony Integration (CRM Add-on)

Problem

The client needed to handle thousands of inbound and outbound communications daily across multiple departments. Their CRM had limited telephony features and no centralized control over calls, SMS workflows, or follow-up automation.

Key issues included:

No call routing logic based on campaign, agent, or schedule

Missed calls and voicemails were not reliably tracked

No integrated SMS flows or automated text follow-ups

No visibility across communication logs for compliance or training

Our Solution

We developed a programmable call and messaging engine using Twilio, integrated directly into the client’s CRM and agent dashboards.

Key features:

Inbound call routing by campaign, lead owner, team, or time of day

Outbound dialer tools integrated with lead queues and agent workflows

Two-way SMS with templates and opt-out/compliance logic

Voicemail drop, missed call alerts, and automatic tasking

Bulk SMS campaign scheduler with targeting rules

Centralized logs and conversation history across channels

Full CRM sync for notes, outcomes, and agent attribution

Impact

+23% increase in contact rate

-38% reduction in time-to-connect

Over 50% reduction in missed calls

Improved compliance visibility and reporting

Technologies Used

Twilio Voice & Messaging APIs

Node.js backend with real-time job workers

PostgreSQL for message and call tracking

Web-based control panel for agents

CRM integration (Salesforce and custom systems)