Reynolds and Reynolds is growing its Spark with a boost from Intermedia.

The dealership software provider has partnered with Intermedia, a provider of artificial intelligence-powered cloud communications systems, to expand the reach of Reynolds’ Spark AI unified data layer, designed to allow AI tools to operate with accurate, de-duplicated and complete data.

In a news release, Reynolds said the partnership brings “near real-time phone call activity” into its FOCUS CRM by automatically creating activities within the customer record for existing customers at the dealer’s option.

The communications data gathered through the Intermedia platform is incorporated into Spark AI, allowing it to be used through Reynolds’ AI tools such as Rey, CRM Advisor and Prospect AI to deliver efficiency and productivity gains, the company said.

Intermedia said nearly 26,000 dealership personnel use its platform to “support growth and enhance the customer journey.”

“Dealerships must be nimble when responding to customers’ phone calls,” Intermedia chief operating officer and chief revenue officer Jonathan McCormick said. “Every interaction is time-sensitive, and organizations need communications tools that help them respond quickly, route calls intelligently and maintain continuity across teams.

“Reynolds’ focus on data accuracy and workflow efficiency makes them a natural partner for us, and by integrating communications data directly into their systems, we’re helping ensure customer conversations are captured, accessible and actionable in the moments that matter most.”

The companies said Reynolds ERA Cloud DMS customers who use an Intermedia phone system will receive an on-screen customer information pop-up as an inbound call is received, putting details about the caller in front of service advisors and salespeople.

“Whether it’s providing excellent customer service or securing a lead before the competition does, speed is key to success,” Reynolds executive vice president of product management Scott Santana said. “Finding ways to put the right information in front of the salesperson, the moment they need it — and eliminating the need to hunt for it — is the kind of efficiency that makes a real difference.”

The companies said initial development of this integration has begun and a pilot program is available, with future enhancements and capabilities planned.