Five9 (News - Alert) officials recently touted their call center on demand products’ integration with some of the most popular CRM products available today, such as Salesforce.com (News - Alert), RightNow and NetSuite.

Great. But what’s the basic business case there in the first place?

Lots of companies today are moving from premise-based technologies to cloud computing platforms, and Five9 provides on-demand call center software that is pre-integrated with CRM “specifically to provide a robust and predictable migration path for companies to take advantage of the benefits that cloud computing can provide,” Five9 officials say.

Having integrated CRM means Customer Service and Support representatives can see relevant information about callers as soon as the call arrives, and “automatically log notes about each call they handle,” Five9 officials point out, adding that sales and marketing teams can use the power of integrated campaign management, calling list maintenance, and predictive dialing to “generate more qualified leads and effectively maintain contact with existing leads.”

They give examples of some of the most common CRM integrated features you’ll want to look for.

Screen pop. Once a call is delivered to an agent, the Five9 system can open an appropriate contact, case, opportunity, lead or other information. Since agents have the information at their fingertips, they can handle calls more efficiently and effectively.

Click to dial. Each phone number in Leads360, NetSuite (News - Alert), RightNow and Salesforce.com becomes a clickable link that will instruct the Five9 dialer to connect the user to the number. Employees can be more productive as they no longer need to type in phone numbers.

Call activity history. All calls and call notes are automatically saved for the appropriate record in the CRM application. Employees no longer need to waste valuable time manually recording each call they make, increasing their available time for customer service or revenue-generating activities.