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3CX Telephony System - AI & Integration Capabilities

Research Date: 19 November 2025 System: 3CX PBX (EF's current telephony platform) Relevance: Priority Areas #2 (Risk Capture), #4 (Claims), and Acturis telephony integration

Executive Summary

EF's existing 3CX phone system offers sophisticated AI-powered call transcription, sentiment analysis, and multi-channel messaging capabilities that could significantly address Priority Area #2 (Risk Capture via phone calls) and support claims communication tracking. The system can automatically transcribe calls and voicemails, potentially eliminating the manual data entry bottleneck for the 95% of risk capture that happens over phone/Teams calls.

Key Opportunities: - Automatic call transcription (3 provider options: Google, 3CX, OpenAI) - AI-powered call summaries and sentiment analysis - Voicemail transcription included in PRO edition - WhatsApp and SMS queue management for client communications - Quick-response templates to reduce repetitive typing

Critical Gap: - API/CRM integration capabilities not clearly documented in public materials - Need to confirm if call transcripts can be programmatically accessed - Integration path with Acturis Lead Upload API unclear

Call Transcription & AI Features

Transcription Providers

3CX offers three transcription service options:

  1. Google transcription
  2. 3CX native transcription
  3. OpenAI transcription

This flexibility allows EF to choose based on accuracy, cost, and data privacy requirements.

What Gets Transcribed

  • Live calls (incoming and outgoing)
  • Voicemail messages (included in PRO edition)
  • All customer interactions for analysis and review

AI-Powered Analysis

Call Summaries: - Automatic generation of call summaries - Reduces need to listen to entire recordings - Quick review of key points discussed

Sentiment Analysis: - Automated sentiment scoring for every call - Tracks customer satisfaction trends over time - Identifies coaching opportunities for agents - Scoring interpretation: - High scores = positive interactions - Low scores = areas needing targeted coaching

Edition Requirements

  • PRO Edition: Voicemail transcription
  • Enterprise Edition: Full call analytics (transcription + sentiment + summaries)

Action Required: Confirm which 3CX edition EF currently has licensed.

Reporting & Analytics Integration

Built-in Reports with AI Data

3CX integrates AI insights into standard reporting:

Call Log Report: - Individual call transcriptions - Call summaries - Sentiment scores per call - Filterable and searchable

Extension Statistics: - Average sentiment scores per agent/handler - Filter by date range, extension, queue - Performance benchmarking

Ring Groups Report: - Aggregated sentiment by team - Useful for understanding Operations vs. Private vs. Commercial team performance - (EF structure: Ops Director manages 4 handlers + claims specialist)

Queue Reports: - Sentiment analysis for calls based on wait times - Identify if longer waits correlate with negative sentiment - Optimize staffing and queue management

Relevance to EF Priority Areas

Priority #2: Risk Capture (95% via phone calls)

Currently: Account handlers manually type information from phone calls into Acturis during or after conversation.

Opportunity with 3CX transcription: 1. Call is automatically transcribed during conversation 2. AI generates summary of key points 3. Handler reviews transcript post-call 4. Extract structured data (property value, address, claims history, etc.) 5. Feed to Acturis via Lead Upload API

Potential workflow: 

Client call → 3CX transcription → AI extraction (custom layer) → Lead Upload API → Acturis

Priority #4: Claims Process

Currently: "Load of information going from client to us and then it's going to the insurer, and then it's coming back multiple times and it's all uploaded manually."

Opportunity: - Transcribe initial claims notification calls - Auto-generate claim summary from transcript - Track sentiment to identify urgent/distressed clients - Create searchable record of verbal information exchange - Reduce manual note-taking during claims calls

Quality Monitoring & Training: - Sentiment analysis identifies handlers who may need coaching - Call summaries allow managers to review interactions without listening to full recordings - Consistent quality across 8 account handlers

WhatsApp & SMS Capabilities

Inbound Multi-Channel Messaging

Supported Channels: - WhatsApp Business - SMS text messaging - Facebook Messenger - Live chat (via WordPress plugin)

Queue Management: - All messages routed to centralized queue - "Workload shared among team members" - Agents can claim conversations or auto-assignment to first responder - Unified platform - no switching between apps

Current Limitations

Outbound WhatsApp: - NOT currently supported by 3CX - Meta's strict approval requirements for spam prevention - Inbound-only for WhatsApp at this time

Implication: Cannot use WhatsApp for proactive client outreach, but can respond to client-initiated conversations.

Templates & Automation

Quick-Response Templates: - Available for SMS, WhatsApp, live chat, internal messages - "Don't have to type the same responses repeatedly" - Reduces response time for common inquiries

Examples for EF: - Renewal reminder responses - Claims documentation request acknowledgments - Payment confirmation messages - Out-of-hours auto-responses

Integration Possibilities

WordPress Plugin: - 3CX offers WordPress plugin to centralize communication - Enables managing all channels from one interface

Current Integration Status: - No specific API documentation found in public materials - CRM integration capabilities not detailed - Need to investigate: - Can SMS/WhatsApp messages be accessed via API? - Can messages be automatically filed to Acturis? - Does 3CX expose webhooks for incoming messages?

Relevance to Acturis Integration

From Acturis Meeting (19 Nov 2025)

CA (Acturis) mentioned: - Telephony API exists for bringing call recordings into Acturis - Prefer storing recordings on phone provider's site with link in Acturis (storage cost concern) - "Click to call" from Acturis available (free, not currently enabled at EF) - "Screen pop" when calls come in - auto-opens contact in Acturis (free)

Integration Architecture Possibility

Current 3CX Capabilities + Acturis APIs:

sequenceDiagram
    participant Client
    participant 3CX
    participant AI Layer
    participant Acturis

    Client->>3CX: Phone call about new business
    3CX->>3CX: Auto-transcribe call (Google/3CX/OpenAI)
    3CX->>3CX: Generate AI summary + sentiment
    3CX->>AI Layer: Send transcript (via API?)
    AI Layer->>AI Layer: Extract structured data<br/>(property value, address, etc.)
    AI Layer->>Acturis: Lead Upload API<br/>Populate Opportunity/RFQ
    3CX->>Acturis: Telephony API<br/>Store call recording link
    Note right of Acturis: Handler reviews pre-populated<br/>data and confirms accuracy

Critical Unknown: - Does 3CX expose API access to transcripts in real-time or post-call? - Can we programmatically retrieve call summaries? - What authentication/permissions required?

Integration with Claims (Priority #4)

Scenario: Client calls about claim

  1. Screen pop (Acturis feature) - contact record opens automatically
  2. Call transcription (3CX) - conversation transcribed in real-time
  3. Sentiment analysis (3CX) - identifies distressed/urgent clients
  4. Call summary (3CX AI) - key points extracted
  5. Manual review - Laura (claims handler) reviews transcript
  6. Auto-filing - summary saved to Acturis claims file via API
  7. Recording link - stored in Acturis for future reference

Benefit: Eliminates "all uploaded manually onto the e-file" pain point mentioned by TH.

Client Communication Preferences

Growing Trend: WhatsApp & SMS

Why This Matters: - Younger clients increasingly prefer text-based communication - Async communication vs. phone tag - Written record reduces miscommunication - Quick status updates don't require phone calls

Current EF Usage (Unknown)

Questions to investigate: - Do clients currently contact EF via WhatsApp/SMS? - Are these channels actively monitored? - How are messages currently handled/tracked? - Is there demand for text-based renewal reminders or claim updates?

Potential Use Cases for EF

Renewals (Priority #1): - SMS/WhatsApp: "Your policy renews in 30 days. We're currently obtaining quotes from 5 insurers. Will contact you by [date] with options." - Reduces "where's my renewal quote?" phone calls - Sets expectations for timeline

Claims (Priority #4): - Quick status updates via SMS - Document collection: "Please send photos of damage via WhatsApp" - Confirmation of claim submissions

Debt Chasing (Priority #6): - SMS payment reminders may be less intrusive than phone calls - Template: "Friendly reminder: Invoice #[X] due [date]. Pay online at [link]" - Aligns with automation opportunities discussed for credit control

Note: SMS strategy must respect client relationship preferences. TH mentioned relationship-driven business - don't want to feel impersonal.

Feature Gaps & Unanswered Questions

API & Integration Documentation

Not Found in Public Materials: - Detailed API documentation for programmatic access - CRM integration specifications - Webhook availability for real-time events - Authentication and authorization mechanisms

Critical for EF Project: - Can transcripts be accessed via API immediately after call? - Can we trigger Lead Upload API automatically from transcription events? - Does 3CX integrate with Microsoft 365 (EF's platform)?

Action Required: Contact 3CX support or EF's 3CX account manager for: 1. API documentation 2. Developer resources 3. Integration examples with CRM systems 4. Microsoft Teams integration status (95% of calls may be Teams calls, not PBX)

Teams vs. 3CX Calls

Important Clarification Needed:

From initial discovery: "95% of cases, the team gathers information directly over phone/Teams calls"

Question: What percentage are: - 3CX phone system calls (transcription available) - Microsoft Teams calls (different integration path) - Mobile phone calls (may not go through 3CX)

Implication: If most risk capture calls happen on Microsoft Teams, 3CX transcription won't help. Need to investigate Microsoft Teams transcription capabilities separately.

Data Privacy & Regulatory Compliance

Insurance Industry Considerations:

FCA Compliance: - Call recording requirements for financial services - Data retention policies - Customer consent for recording and transcription - GDPR compliance for storing transcripts

Questions: - Does 3CX transcription meet FCA requirements? - Where are transcripts stored (UK data residency)? - How long are transcripts retained? - Can clients request deletion of transcripts (GDPR "right to be forgotten")?

Action Required: Legal/compliance review before implementing transcription at scale.

Cost Considerations

3CX Licensing

Edition Requirements: - PRO: Voicemail transcription (likely lower cost) - Enterprise: Full call analytics (transcription + sentiment + summaries)

Current EF License: Unknown - need to confirm

Upgrade Cost: If EF is on PRO and needs Enterprise for full transcription, what's the incremental cost?

Transcription Service Costs

Three Provider Options:

  1. Google Speech-to-Text
  2. Pay-per-use pricing
  3. Likely most accurate for accents/industry terminology

  4. Potential data privacy considerations (US-based)

  5. 3CX Native Transcription

  6. Bundled pricing (possibly included in license)
  7. May have quality/accuracy trade-offs

  8. Data stays within 3CX ecosystem

  9. OpenAI (Whisper API)

  10. Pay-per-use pricing
  11. State-of-the-art accuracy
  12. Can be fine-tuned for insurance terminology
  13. Data privacy considerations

Cost Variables: - Number of calls per month (EF team size: 14, account handlers: 8) - Average call length for risk capture calls - Transcription provider pricing (per minute/per hour)

Action Required: Get usage estimates and pricing quotes from all three providers.

WhatsApp Business Costs

Meta's Pricing Structure: - Conversation-based pricing (per 24-hour session) - Varies by country (UK rates apply) - Free tier for initial conversations - Marketing vs. service conversation rates differ

Current Status: Need to confirm if EF has WhatsApp Business account configured with 3CX.

Recommendations

Immediate Actions (Next 7 Days)

  1. Confirm 3CX Edition & Features
  2. Current license level (PRO vs. Enterprise)
  3. Which transcription features are currently enabled

  4. Account manager contact information

  5. Clarify Call Types

  6. What percentage are 3CX calls vs. Teams calls vs. mobile
  7. For Teams calls, investigate Microsoft Teams Premium (has AI transcription)

  8. Determine primary capture channel

  9. Request 3CX API Documentation

  10. Contact EF's 3CX account manager or support
  11. Request developer API access details

  12. Specific question: "Can call transcripts be accessed programmatically for CRM integration?"

  13. Compliance Review

  14. Check existing call recording consent notices
  15. Confirm GDPR/FCA compliance for transcription storage
  16. Review data retention policies

Quick Wins (30 Days)

If 3CX Enterprise is licensed and transcription is available:

  1. Enable Call Transcription (pilot with 2-3 handlers)
  2. Start with voicemail transcription (lower risk)
  3. Test accuracy with insurance terminology

  4. Compare Google vs. 3CX vs. OpenAI quality

  5. Enable Free Acturis Features

  6. Click to call from Acturis (mentioned by CA as free)
  7. Screen pop for incoming calls (free)

  8. Improves handler efficiency even without API integration

  9. SMS/WhatsApp Templates

  10. Create quick-response templates for common scenarios
  11. Train team on template usage
  12. Measure time savings on repetitive responses

Medium-Term (60-90 Days)

If API access is confirmed:

  1. Build Integration Layer
  2. 3CX transcription → AI data extraction → Acturis Lead Upload API

  3. Start with simple proof of concept:

    • Capture transcript
    • Extract 3-5 key fields (client name, property address, sum insured)
    • Pre-populate Acturis Opportunity

  4. Pilot with New Business Risk Capture

  5. Select 1-2 account handlers for pilot
  6. Transcribe new business calls
  7. Handler reviews pre-populated data for accuracy

  8. Measure time savings vs. manual typing

  9. Claims Call Summarization

  10. Apply transcription to initial claims notification calls
  11. Auto-generate claim summary from transcript
  12. Test quality with Laura (claims specialist)

Long-Term (3-6 Months)

Full Integration:

  1. Automated Risk Capture Workflow
  2. All new business calls auto-transcribed
  3. AI extracts structured data
  4. Populates Acturis via Lead Upload API

  5. Handler reviews and confirms (human in loop)

  6. Claims Communication Tracking

  7. All claims calls transcribed and summarized
  8. Auto-filed to Acturis claims e-file
  9. Sentiment analysis flags urgent claims

  10. Reduces manual filing burden

  11. Quality Monitoring Program

  12. Sentiment analysis for coaching opportunities
  13. Identify best practices from high-performing handlers
  14. Standardize approach across team

Alternative: Microsoft Teams Transcription

If Most Calls Are on Teams, Not 3CX:

Microsoft Teams Premium Features

  • Live transcription during calls
  • AI-generated meeting summaries (powered by Microsoft 365 Copilot)
  • Speaker attribution (identifies who said what)
  • Intelligent recap with key points and action items

Integration Path

Teams call → Teams transcription → Power Automate → Custom AI extraction → Acturis API

Advantages: - Teams already integrated with Microsoft 365 (EF's platform per initial notes) - Copilot provides summaries automatically - Power Automate can trigger workflows

Disadvantages: - Requires Teams Premium licensing (additional cost) - May not be as accurate for insurance-specific terminology - Different integration architecture than 3CX

Action Required: Determine primary call platform (3CX vs. Teams) before committing to solution.

Risk Assessment

Implementation Risks

Risk Impact Mitigation
Transcription accuracy - Insurance terminology not recognized High - Incorrect data in Acturis Pilot testing, provider comparison, custom vocabulary training
API access unavailable - 3CX doesn't expose transcripts programmatically High - Can't automate integration Confirm API capabilities before proceeding; fallback: manual review of transcripts in 3CX interface
Teams vs. 3CX split - Calls happen on Teams, not 3CX High - Solution doesn't address actual workflow Clarify call routing immediately; may need Teams solution instead
Compliance issues - Transcription storage violates FCA/GDPR Critical - Legal/regulatory risk Legal review before pilot; confirm data residency and retention policies
Cost overruns - Transcription provider charges more than budgeted Medium - Project ROI diminishes Get fixed pricing quotes; start with limited pilot to measure costs
Change resistance - Handlers don't trust AI-extracted data Medium - Low adoption Human-in-loop design; handlers always review before saving; demonstrate time savings in pilot

Technical Dependencies

Must Have: - [ ] 3CX API documentation confirming programmatic transcript access - [ ] Acturis Lead Upload API documentation from CA - [ ] Clear understanding of Teams vs. 3CX call routing - [ ] Compliance approval for transcription storage

Should Have: - [ ] Custom vocabulary training for insurance terms (property, sum insured, etc.) - [ ] Test data set of actual risk capture call recordings - [ ] Development environment for Acturis API integration - [ ] Monitoring/alerting for integration failures

Nice to Have: - [ ] Sentiment analysis for prioritizing callbacks - [ ] Multi-language support (if serving non-English clients) - [ ] Call recording library for training new handlers

Next Steps Summary

Week 1: Discovery & Confirmation

  1. Confirm EF's 3CX edition and current features enabled
  2. Determine percentage of calls on 3CX vs. Teams vs. mobile
  3. Request 3CX API documentation from account manager
  4. Review FCA/GDPR compliance requirements for transcription

Week 2-3: Technical Feasibility

  1. Receive and review 3CX API documentation
  2. Receive and review Acturis API documentation from CA
  3. Assess integration architecture feasibility
  4. Get transcription provider pricing quotes (Google, 3CX, OpenAI)

Week 4: Decision Point

Go/No-Go Decision Based On: - API access confirmed for both 3CX and Acturis - Majority of risk capture calls are on accessible platform (3CX or Teams) - Compliance approval received - Cost projections within acceptable ROI range

If GO: Proceed to pilot design If NO-GO: Document blockers and alternative approaches (e.g., Acturis Q2 2025 risk pre-population, manual transcription review workflow)

Appendix: Questions for 3CX Account Manager

Technical Integration: 1. Does our current 3CX license include call transcription? Which edition do we have? 2. Can call transcripts be accessed programmatically via API? 3. Is there webhook support for "call ended" events to trigger integrations? 4. What authentication mechanism is used for API access? 5. Can we export transcripts in structured format (JSON, XML)?

Transcription Providers: 6. What are the costs for each provider (Google, 3CX, OpenAI)? 7. Can we train custom vocabulary for insurance-specific terms? 8. Where are transcripts stored? UK data residency? 9. What is the retention policy for transcripts? 10. Which provider gives best accuracy for UK accents and business/insurance language?

Microsoft Teams Integration: 11. Does 3CX integrate with Microsoft Teams calling? 12. If calls are made through Teams, can 3CX still transcribe them? 13. What's the recommended architecture for hybrid 3CX/Teams environments?

WhatsApp & SMS: 14. Do we currently have WhatsApp Business configured with 3CX? 15. Can inbound WhatsApp/SMS messages be accessed via API? 16. Can we automatically file messages to CRM systems? 17. What are the costs for WhatsApp Business conversations?

Support & Implementation: 18. Do you have CRM integration examples or case studies? 19. Is there professional services support for custom API integrations? 20. What is the typical timeline for enabling transcription features?

Document Status: Initial research based on public 3CX documentation Last Updated: 19 November 2025 Next Review: After receiving 3CX API documentation and confirming current license features