Customer Relationship Management or CRM allows users to track employees, customers, and tasks all in one place. It’s software designed to manage a business's interactions with existing and potential customers. It mainly centralizes customer information, automates tasks, and provides insights to improve customer satisfaction and drive sales.
Now to answer the question at hand, what’s CRM integration? CRM integration is the process of connecting CRM systems with other applications to create a more seamless and efficient workflow. These third-party app integrations expand the CRM functionality and create seamless business processes.
When integrating applications with a CRM start with the ones that can aid basic processes, project management, and internal and external communication. You can even connect ERP with CRM and other legacy systems.
Benefits of CRM software integration
Starting on CRM integration with other systems is your first step to customizing your platform for driving maximum value. It further offers the following benefits
- Better ROI return
- Informed decision making
- Easy Sales Pipeline Management
- Increased Customer retention
- Higher Sales conversion rate
- Enhanced data accuracy
- Improved team efficiency and productivity
CRM Set up
Setting a CRM platform and CRM integration are two different things. In the CRM set up phase, you are buying a CRM platform subscription and configuring settings. Settings are crucial for making the data land in the right place. But before all of these important technical set up details, you will need to figure out the following:
- Discussing CRM must-haves with key stakeholders.
- Identify your organizational goals and budget
- Determine what necessary integrations or third-party apps need to be in the CRM system to make the implementation successful.
- Evaluate, compare, and contrast your software options.
- Select the best one based on head-to-head comparison, like this one, to pick the most appropriate.
- Time for migration. Whatever software, spreadsheets, documents, or ERP systems you were using to manage your data, all that now needs to be migrated or transferred.
- Train your staff and test run your CRM company-wide.
- Once the test run is clear make changes as required and keep the system updated and maintained.
This was basic CRM implementation. In CRM set up you want to collect the right kind of data so that your sales and marketing team can get the right stats and improve sales and promotional efforts. There is another kind of CRM integration, where you are basically adding other applications to the CRM platform to enhance its working.
CRM setup is buying a house and implementation is furnishing it– decorating with the right things that go with it.
Third-party CRM integration
CRM allows users to integrate other apps available in the crm store, like app exchange in Salesforce, HubSpot marketplace in HubSpot, and Suite store in SuiteCRM. Additionally, you can also get a custom integration into your CRM.
Before we go ahead and see how to integrate such applications into our CRM platform let’s look into the details of what kind of apps to shortlist to integrate. Firstly determine what application you need. For instance, you might need a plugin to manage your internal team communication like Slack, or to generate invoices and track payments. Consider your business goals and settle on applications that fulfill them.
Once you have settled on a few necessary applications, it’s time to bring them into your CRM platform and make the most of your investment.
Method for CRM integrations
There are a couple of methods available to integrate applications in CRM.
Native Integrations
These refer to built-in connections or functionalities that allow the CRM system to interact directly with other CRM components or applications without requiring additional plugins or integrations. These can also be called standard features in the CRM platform. For instance, you can integrate your Salesforce platform with Salesforce marketing or Service cloud.
API Integration
It is the process of connecting two or more software applications to communicate and exchange data. API basically acts as a bridge for these applications and defines the rules and protocols to make this interaction between apps possible. For this method, you’ll require developers to write codes in Java or Python to process requests to and from the API’s.
Using Webhooks
This is the method of choice when the applications being integrated need real-time updates and reduced latency as in the case of eCommerce or automation. In this one application which is the source sends an HTTP POST request to a specified URL in case of a certain event. With this CRMs get seamless, automated, and live data flows, enhancing CRM’s efficiency and reliability.
Challenges of CRM integration
When you are connecting two applications many things can come up and become a challenge, these include:
- Inconsistent and duplicate data records
- Integrating complex systems with different architectures
- Staff Training for enhanced functionality
- Keeping the data Secure during the exchange
- Maintenance with the updates
- Customization required for improved efficiency
These challenges can be predicted beforehand and sometimes occur unexpectedly given the different nature of the applications. If you are stuck and are unable to overcome these challenges you are already losing your investment. In comparison, this all sounds quite difficult, but with the right strategies and expert guidance, you can steer clear of these challenges.
Reach out to RT Dynamic for CRM integration! We are CRM experts offering various CRM services like customization, integration, migration, consulting, and development.
Conclusion,
CRM integration is a powerful way to enhance your CRM system’s functionality and improve your business operations. By carefully selecting and integrating third-party applications, you can streamline workflows, automate tasks, and gain valuable insights.
RT Dynamics offers expert CRM integration services for both SuiteCRM and Salesforce to help you achieve your CRM system goals and optimize business growth. Contact us today and learn more.
