The Integration Advantage: Connecting CRM with Other Business Tools

What Are CRM Integrations?

Your CRM holds the relevant data about your customers. However, you might need to use that data with other applications. To achieve customer data integration, your platform needs to work with other systems. Let’s take a look at what CRM software is and how integrations work so that you can leverage and expand the capabilities.

CRM Software Explained

Your CRM software is a centralized platform that puts your customer information in a database that’s easy to access and use. It streamlines collection, storage, and organization. 

Its purpose is to help you manage customer relationships more efficiently and effectively. Not only does it reduce the workload, but it enhances the customer experience and allows your team to spot sale opportunities.

How CRM Integrations Work

Your customer and sales data is only useful if you can do something with it. CRM system integration means your platform works with other applications that perform additional tasks. For example, you might want to connect to your enterprise resource planning system or event management software. 

Another example is marketing automation, where your system works with your marketing platform to tailor communications with customers. These integrations usually work through an application programming interface (API), which connects the two programs so they can interact and work together.

Benefits of CRM Integration

When all the moving parts of your business are connected, then information flows, and tasks are automated. As a result, time and money are saved, opportunities are easier to spot, and customers are happier. Having seen how successful CRM integration can be, we’ve outlined the core benefits you can expect.

Improved Data Accuracy

Customer information changes, which means you might lose valuable leads due to errors. Keeping your records up to date and cleaning your database are time-consuming tasks. With CRM integration, you can ensure your database is accurate. One way of doing so is syncing the data between your CRM and other systems. 

You can automatically get rid of mismatched records, eliminate data silos and ensure contact information corresponds with the most recent entries. Integrating your customer relationship management software with your e-commerce platform allows you to sync with purchase data so that it’s automatically saved to the customer contact records.

Augmented Customer Experience

Customer satisfaction affects many areas of your business. They maintain your reputation and lead to referrals and reviews that encourage other customers to buy. Happy customers are also more likely to make repeat purchases. Communication and personalization are part of what improves the experience.

When you integrate your CRM with other applications, it can take into account ongoing issues, previous purchases, and the last form of contact. You’ll be able to make smarter decisions about your marketing communications. For example, you can address a complaint before promoting any other products.

If you know a customer has already made a purchase, you can focus on upselling instead of marketing introductory ranges. You’ll look more professional, and the customer will get what they need.

Increased Sales

Building on the augmented customer experience, you’ll be able to capitalize on your personalized marketing efforts by making more sales. By providing the right information at the opportune moment, you can inform and convert at higher rates. You’ll also engage customers, which helps with the loyalty section of the sales funnel.

Without proper integration, sales opportunities can get lost in translation between different applications. Your sales team and customer service department will be able to access the same data without switching between several different programs. Thanks to that streamlined approach, you’ll see more conversions, leading to increased sales and revenue.

Enhanced Collaboration

A successful business is a team effort. Your sales staff knows your products inside out, the marketing team knows the audience profiles, and finance knows the targets and budgets that affect the bottom line.

CRM integration means everyone is on the same page and can work toward the same goals. Integrated dashboards help with reporting, compliance, and internal communication. The results are informed decisions that take into account the needs of different departments. 

For example, you can integrate CRM data and finance systems. It’s the ideal way to balance budgets with customer satisfaction. You’ll get an overview of the vendors with the lowest prices. At the same time, you can compare that to customer feedback on the different options. 

Better Data Analysis

While your data is useful for communications, it also plays an essential role in the valuable insights you can gain. Consolidating information from multiple sources provides a deeper understanding. You’re now ready to produce analytics on customer behavior to inform your sales strategies and how to grow and develop your business.

By integrating your CRM with dashboards and reporting software, you can craft more effective strategies. They’ll be based on accurate and up-to-date data. Plus, they’ll come with recommendations that you can action instantly thanks to the seamless integration with other systems.

Marketing Automation and Other Opportunities

Marketing automation is one of the key benefits of having your applications interact. You can set predetermined metrics for customer interactions to schedule emails. The software will automate the delivery of messages based on previous responses, most recent interactions, and other parameters.

Integration allows for the automation of record-keeping tasks and communication. You won’t need someone to oversee the workflow, and team members will have more time to focus on the creative and profitable elements of their roles.

Other opportunities include automating repetitive tasks, such as scheduling, billing, and data input. Reducing manual processes brings additional benefits. You can maximize your human resources and reduce errors. 

Boosted Organization and Efficiency

Automation isn’t the only way that CRM integration boosts efficiency. Increased productivity also comes through consolidation. Centralizing vital information saves employees from different teams needing to have meetings or frequently toggle between multiple systems. 

While it seems small, switching between applications adds up. In particular, it can make working with large data sets difficult, but that’s not the case when CRM is integrated with other applications. Instant results for retrieval and analysis mean more time to work on taking action.

This enhanced level of organization also promotes clear communication and transparency. Everyone has the same access to the data, meaning workflows can align and progress smoothly. 

How To Choose a CRM System?

Integrations don’t just enhance your CRM platform’s capabilities. They also mean that your team doesn’t have to keep switching between several applications to complete one task. When choosing a CRM system, it’s essential to consider where your team is losing time. Start by looking at which applications you use most.

A CRM Platform That Addresses Pain Points

Identifying your needs is the first step to choosing the best CRM system for your company. Listing your current system’s pros and cons can help you determine which pain points your new platform has to address. 

Additionally, you can pick out your priorities to narrow down your options. Tools on your list could include social media management, improving the sales pipeline, lead management, or marketing automation. Scalability, support, and access will also influence your decision.

Customer Relationship Management and Third-Party Applications

Alongside looking at your needs, it’s crucial to check how any prospective CRM systems will integrate with the third-party applications you use. The most sophisticated platforms will allow for several integrations.

We recommend picking out a handful of applications that are at the core of your existing ways of working. For example, your e-commerce platform, service management software, or email marketing software. Once you’ve identified the programs, you can use our tool to find the top CRM systems that work with them. 

Three Kinds of CRM Systems

Another consideration when choosing your CRM system is identifying which type it is. Most fall into one of three categories: operational, analytical, and collaborative. 

Operational CRMs focus on streamlining a company’s processes. Features include automation, dashboards to visualize data, and enhanced reporting. They’re helpful for growing your business with a focus on marketing and the customer journey.

Analytical CRMs take reporting and data analysis to the next level. They’re adept at handling large quantities of data and turning them into something useful. You’ll be able to identify trends and take action to increase sales, focus on customer retention, or identify common customer issues.

Collaborative CRMs aim to break down silos. When departments feel disconnected, these platforms allow for real-time information sharing to enhance collaboration. The focus is on providing a seamless customer experience across all touchpoints, including marketing, sales, and customer support. 

Our CRM Integration Tool

Now you know what you need, the next step is finding it. Fortunately, our tool can make the process that much easier. Start by thinking of the crucial third-party applications that you want your CRM to interact with. 

You can use the search function to find the software or check it in our A-Z list of terms if you need some prompts. Clicking on the software, such as Salesforce or MailChimp, will show you a list of CRM options that offer seamless integration. We also outline the features and benefits that matter most.

Your shortlist should now contain a handful of customer relationship management platforms that integrate with your existing apps. To narrow the selection, you can check the overview, the pros and cons, and the reviews. Our compare tool is the best way to see the crucial features and integrations at a glance.

FAQ

What is an example of CRM integration?

One example is connecting your CRM software to your e-commerce platform. When an existing customer adds a product to their basket or places an order, that data will sync. It allows your marketing sales and customer support teams to track and respond to leads and issues.

What are the capabilities of CRM integration?

The capabilities cover every aspect of your business. You can integrate with finance and accounting software and recruitment and management platforms. Other capabilities include connecting to IT services, sales channels, and marketing and communication systems. 

From automating scheduling interviews to providing up-to-date knowledge libraries to help desk staff, you can streamline processes in every department.

Do CRM integrations happen automatically?

In some cases, systems will connect automatically, especially if the integration is built in. Most of the time, you’ll need to find your app and connect it with one click. An alternative route is to use third-party connector integrators to facilitate those connections. You just need to run the software after connecting it to your CRM.

What are the three types of CRM?

The three types of CRM are analytical, collaborative, and operational. Each type might share some features with the other categories. You can use our guide above to understand the primary purpose and benefits of the three options.