You know that feeling when you’re talking to your customer, and things are going really well?
You’re both on the same page; everything’s clicking. The call is coming to an end, and they thank you for your help. But before hanging up, they suddenly ask you another question.
This may sound like a minor issue, but these questions and how you answer them can mean all the difference between someone who becomes a lifelong customer and someone who leaves with unresolved issues.
When you encounter such situations, it’s important to find a way to mitigate them and satisfy your customers’ queries. And this is where CRM integration comes in. Let’s overview how CRM integrations can help you enhance customer interactions and boost your customer experience and sales.
What is CRM integration?
CRM integration is the process of connecting your customer relationship management (CRM) platform with third-party business software to improve work efficiency.
CRMs are used by enterprise-level organizations to provide visibility into their key business drivers and build stronger relationships with customers.
CRMs allow businesses to use the programs they’re familiar with to access CRM databases, and in turn, increase their productivity. CRMs can also be integrated with email marketing solutions to synchronize email campaigns with CRM information.
Integrating CRMs with your sales and marketing automation solutions makes it possible for data from the CRM system to flow into these channels. As a result, you have a single view of all of your customers, and it’s easy to keep track of the actions you take with them, from nurturing to selling.
There are specific CRM integration tools in the market that help users connect CRMs to email marketing solutions.
One such example is the integration between Zoho CRM and Salesforce CRM. This integration enables synchronization via data flow through application programming interface (API) calls using the POST method.
CRM integration makes it possible for two applications with customized interfaces to communicate seamlessly without knowing about each other’s internal function or language. This approach helps businesses become more agile by enabling real-time information sharing across multiple systems in a CRM environment.
As CRMs are designed for various businesses, CRM integration tools simplify connectivity between CRMs and a wide variety of systems, including CRM, cloud storage, and ERP systems. These integrations result in a better customer experience across multiple channels.
When your CRM is integrated with email marketing solutions, you’ll never run out of customers to communicate with. You’ll have a list of all potential prospects at your fingertips.
With the right automation tool, this can go very smoothly on its own while you move on to other tasks or work on more important areas like sales. Essentially, CRM integrations increase efficiency by synchronizing CRM software in real time.
Why do we need integration in CRM systems?
Integration is important for CRM systems because it gives CRM the ability to create useful knowledge.
For example, suppose your CRM integrates with an accounting system and can pull real-time data on the company’s financial status. In this case, it’ll be able to determine what deals would help the company’s finances.
This can help sales managers get a better conversion rate by targeting prospects when they’re most receptive and open to new offers.
CRM integration can also help businesses maximize profits by making sure that every customer interaction counts. CRM integrations can ensure that all sales, marketing, and customer support activities are effectively streamlined. That way, marketing campaigns can be executed faster with fewer resources and a higher profit margin.
CRM integration can also help businesses better understand their customers and create a robust marketing strategy. This is also known as a 360 degree view of all customer attributes and interactions across all communication channels.
CRM integrations further help businesses:
- Eliminate the need for manual data entry and updating records one at a time
- Improve customer interactions with speedy data retrieval and management
- Gain a more holistic view of customers across social channels
- Become more efficient and effective with just one business solution
Key CRM integrations and their benefits
The most important integrations for any CRM would be email marketing, lead management, website, and social media. The more CRM integrations you have, the better are your chances of streamlining business processes and getting work done faster.
Here’s a list of integrations you should consider for your CRM. These integrations will help make your CRM system a lot more efficient.
Email CRM integration is one of the most powerful features for business transformation. This integration allows users to send personalized emails to customers segmented by the CRM.
CRM software can also be integrated with email services, so you can send emails and manage your email contacts from the CRM dashboard itself.
CRM tools can help in email marketing campaigns, such as CRM-led drip email sequences that keep your leads engaged with your brand.
CRM software also allows users to automate emails to be sent out when a certain action is taken or a criterion is met. They allow you to set guidelines for communication between sales reps and customers at every stage of the CRM workflow.
For instance, the CRM software can automatically change the customer score when a customer responds to all your emails from one sequence, and a different (upselling) drip campaign can be sent out to them. You don’t have to do any of this yourself except setting up the emails and conditions in advance.
You can integrate your CRM tool with calendars to save time and optimize the appointments experience. CRM calendar integration gives you access to all of your tasks and appointment schedules from one dashboard. This makes it a lot easier to integrate appointments into tasks and assign them to other team members or collaborators.
While some calendar apps let you schedule appointments, a CRM integration can add plenty of intelligent features, including:
- Time zone detection of customers
- Real-time updates based on your availability
- Custom windows for appointments
- Two-way email sync and appointment reminders
- Buffer time for events
With CRM integration, sharing your calendar on social media also becomes super easy.
Website integrations are an essential part of CRM systems. CRM integration allows the software to interact directly with your website and gather information about your site visitors, including their email addresses and the pages they spend more time on.
The integration then improves your business by helping you:
- Send personalized emails, newsletters, and other messages to these visitors at the right time based on their attributes and preferences.
- Transfer lead or customer data back to the CRM for lead scoring and sales quoting.
- Automate lead conversion campaigns based on lead behavior.
Social media integration
Integrating CRMs with social media platforms such as Twitter and LinkedIn helps users keep the target audience updated about their business news, latest products, and offers.
CRM integration with social media can help you collect data about your CRM leads and customers so you can follow up with them immediately after they engage with your brand.
Moreover, CRM integration allows users to post updates on social pages directly from the dashboard. It also helps you track social feeds and send direct messages to prospects using some built-in CRM functionalities.
You can also set rules for the CRM to take action based on lead interaction frequency or engagement on particular posts, and so on.
When CRM software and e-commerce platforms are interconnected, CRMs can pull, analyze, and report customer information based on their behavior on the e-commerce pages. This helps your business create the perfect customer experience.
CRMs help you manage customer relationships, but with e-commerce integration, they can even take orders and automate the billing services.
These steps can be connected to automation workflows in marketing so that customers buying (or virtual window shopping) on your e-commerce platform can be sent relevant, personalized emails or SMS soon after they complete their activity.
Full-fledged CRMs even offer built-in telephony, so qualified leads or high-priority customers can be contacted over the phone from the CRM based on their shopping interests or service requests.
CRM ERP integration is a way of integrating CRM software with enterprise resource planning (ERP) applications. CRM ERP integration helps businesses unify CRM data with information about customers and products from the company’s ERP system.
CRM ERP integration improves CRM data accuracy, reduces CRM implementation costs, and increases CRM system and process efficiency.
When you integrate CRM software with your enterprise resource planning application, CRM data automatically shows up in your ERP system. This enables you to view CRM details, such as contact information, in the context of other business-critical data like customer demographics and account history.
Integrating CRM software with your ERP system can help you achieve meaningful insights more quickly and easily. You can see key details about individual customers plus important information about the customer’s employer (such as annual revenue or number of employees).
A two-way CRM ERP integration makes changes made on one system visible on the other. Data transfer is seamless between the two systems, and this saves plenty of time and improves business efficiency. For security reasons, you can have one-way integration too.
It is always good to have CRM integration…
Read More:How to Strengthen Customer Relationships With CRM Integration