Lemon Tree Events & Exhibitions

Lemon Tree Events & Exhibitions · Case study

Connecting telesales and 3CX inside ERPNext

Location
Dubai, UAE
Year
2025
Project
5 weeks

Lemon Tree’s sales team used 3CX for calls and a separate workflow for managing contacts and follow-ups.

We connected 3CX with ERPNext and built an agent workspace that brought calling, contact records, call outcomes, and follow-up work together.

Call-centre agents working at their desks while a team lead reviews a screen with an agent.
Illustrative image.

The problem

Agents were moving between systems to find a contact, copy the number, make a call, and record what happened. Follow-ups depended on manual updates, while managers spent time distributing contacts and checking progress.

As the team grew, this became harder to manage consistently.

What we changed

We integrated 3CX with ERPNext so agents could call from their workspace and access the related contact history. Call records and recordings were linked to the relevant records.

We also changed how contacts were assigned. Instead of giving each agent a fixed batch, the workspace supplied the next contact when the current one was completed. Follow-up rules used the recorded outcome to determine when a contact should return to the queue. Contacts marked “Do Not Contact” were excluded.

For managers, we added a shared view of agent activity, call logs, targets, and follow-ups.

What changed for the team

Agents could manage calls and follow-ups from one workspace, with less switching between applications.

Managers had a clearer view of the team’s activity and less contact distribution to handle manually. Call history was available against the contact, making it easier to review previous conversations and continue the follow-up.

Does your sales team work across separate calling and CRM tools?