Unifying tech stacks for better business growth

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19th March 2025, Soho, London. Aircall and Periti Digital pulled together an inspiring panel of experts for our partner ecosystem event: LDN Calling: Work smarter, not harder.

Partners, customers, Aircallees, and the Periti Digital team descended on the the world-renowned Groucho Club for conversation, debate, networking, and of course—drinks and canapes, all overseen by the man himself:

Our super-informative panel session was overseen by Najma Tabasum, who champions partnerships at Aircall in the UK and Ireland. The group was made up of industry experts with firsthand experiences to shed light on the importance of a unified tech stack in business growth:

• Dan Kirby, Senior Strategic Account Executive, Periti Digital

• Leanne Jemirifo, Head of Customer Experience, WeFlex

• Babrul Miah, Head of Operations Development, WeFlex

Watch the full session here:

The challenges of fragmented tech stacks

Najma kicked off the discussion with a statement: In a post-pandemic world, we're all constantly being asked to do a lot with very little, which creates a lot of challenges, especially when we're using multiple tools that don't necessarily talk with one another. This creates issues such as:

• Slow response times

• Customer frustration

• Data silos, meaning your information is dotted about

• Leadership and management being unable to make data-driven decisions

• Difficulties in getting a clear view on team performance and customer insight

As a partner of Aircall, and HubSpot expert, Dan Kirby at Periti Digital was able to set the scene from a customer perspective:

“A lot of frustration arises from customers having to repeat themselves. If they have a customer service query that's going to a specific ticketing platform, but then they can't get a response there, they'll send it through to the general inbox, for example. Nobody in the company has any context over their initial query. They're repeating themselves, which isn’t good for satisfaction. So from the client side, that frustration translates into teams not working from the same systems.”
-Dan Kirby, Senior Strategic Account Executive, Periti Digital

How does a unified tech stack fix customer frustrations?

With this problem in mind, the panel turned their attention to the solutions available to help fix them. 

As a joint customer of Aircall, Periti Digital and HubSpot, the team from WeFlex reflected on their successful experiences, with Babrul praising the systems’ integration for being efficient and seamless. Leanne echoed these sentiments, particularly around the benefits of automation, and how this has saved her team 30 seconds per call, which translated into hours per day. Their experience with Aircall emerged as a great example of combating inefficiency, boosting response time and enhancing customer interactions.

Dan further shed light on the compounding effect small yet consistent time savings have on overall business operations: “Thirty seconds per call doesn't seem like much. But if you do 10 calls a day, you're saving five minutes. That's half an hour a week, you know, two hours a month."

The process of unifying platforms

The group reflected how, before unifying their platforms, so many companies don’t see the time wasted repetition and bumpy calls as ‘inefficiencies’, but more as operational norms. And for many businesses, the process of integrating their systems can be complex and off-putting. However, Babrul found that his experience with Aricall and Periti Digital was the opposite:

“I've worked with previous providers and implemented those processes. And if I compare [the Aircall-Periti Digital] experience to those, this was a lot smoother. At the start, I was given an implementation partner or specialist, a porting specialist, I had access to the support team and to a technical specialist. So all of those just led to a smoother transition.”
-Babrul Miah, Head of Operations Development, WeFlex

Leanne also offered solid advice to businesses grappling with tool disconnectivity or overload, and recommended just sitting down, analysing the current state of things, and putting together a doc that considers these critical factors before diving in and looking for the right platforms:

• Clear requirements, per team

• Feedback from customers

• Where do we want to be in two years’ time?

The panel echoed the importance of centralising data using a CRM or another internal system as a means of boosting efficiency and saving time. But, for anyone worried about implementing a bunch of tools at once, the panelists unanimously advocated for a gradual approach to integration.

Bringing in AI and automation

Featuring prominently in the discussion was the idea of using AI to automate standardised tasks. The experts emphasised the positive implications of streamlining systems on not only enhancing operational efficiencies, but also boosting the bottom line. The group underscored the balance between automation and maintaining a personal touch, advising, "you do want to automate the standardised elements that you can, such as the admin clerical tasks that free up your time for sales teams, customer service teams to do what they do best."

Bringing together HubSpot, Periti Digital and Aircall

Overall, it was a great night in London. It was great to see how engaged our guests were in the discussion, and our panellists were incredibly generous in sharing their insights and knowledge to help other businesses improve their processes through better, more unified technology. Our attendees left feeling informed, energised, and armed with new insights on revamping their sales and customer support processes, rejuvenating their teams and enhancing their ROI.

The evening concluded with an affirmation; working hard is the old norm; working smart, through a unified tech stack is the way forward to success.

If you’re looking to bring together your disparate platforms and unify communications with your tech stack, get a free trial of Aircall today!

Published on April 1, 2025.