What is CRM Integration? Top Integrations to Power Up Your Business

What is CRM Integration? Top Integrations to Power Up Your Business

logo Shubham Rajpara
September 22, 2020 | 8 Min Read

Customer Relationship Management (CRM) is a technology used by businesses to manage all customer and prospect relationships and interactions. A CRM system helps businesses establish deep relationships with customers and prospects. As a result, it helps businesses streamline their overall business processes and increase sales.

Furthermore, A CRM solution helps your business build relationships with service users, colleagues, contractors, or suppliers along with prospects and customers throughout your life cycle with them. It does this by helping you find new customers, scaling your business, and providing excellent customer service.

A customer relationship management system helps make a business people-centric and thus profitable.

Features of a CRM Software 

Here are some core features of CRM Software: 

Contact management: Storing useful information such as names, addresses, and social media accounts for marketing purposes.

Interaction tracking: Adding notes and tracking interaction history contacts

Lead management: Managing the process of converting prospects into customers (leads) by identifying, scoring, and moving leads across the sales pipeline.  

Email integration: Integrating with email such as Gmail, Yahoo, Outlook, etc., for management of contact lists, as well as enabling internal cross-collaboration. 

Document management: Uploading, collecting, storing, and sharing documents in one location.

Quotes or proposal management: Creating and sending quotes or proposals to customers. 

Pipeline management: Seeing a comprehensive view of your entire sales pipeline and the status/progress of each stage. 

Workflow automation: Automating repetitive tasks by creating workflows that trigger actions or send follow-up reminders.

What is CRM Integration?

Now that you know what CRM software is or you already have one and love how it works for your business, let us tell you that you can take the CRM software to the next level through CRM integrations.

Though CRM software is powerful in itself, integrating it with other tools across your business processes makes your business highly profitable. At the end of the day, the purpose of CRM integrations is to make you more sales! And these integrations serve as the supporting cast making your central software even more powerful.

A CRM integration is seamless connectivity between your customer relationship management (CRM) software and third-party applications. Integrations result in automated actions that expand the functionality of your software, eliminating the need to toggle back and forth between systems.

Why Use CRM Software for Customer Service? 

Here are the benefits of using integrated CRM on your customer experience:

1. Makes the Customer Feel Good 

It is not just the quality and quantity of product or service that matters; how a customer feels - across their time dealing with your business also plays a significant role in making a purchase and staying with your business for a long time. This makes the customer experience of immense importance.

For example, management consultancy PwC in a survey of 15,000 consumers across 12 countries, found that 73% considered customer experience an important factor in making buying decisions.

PwC also reported that 42% of global consumers would spend more on offering a friendly and welcoming experience. Moreover, for 65% of American consumers, a great customer experience is more influential than advertising. 

A CRM software can help you offer hyper-personalized customer experiences, reduce their wait time while seeking customer service, and keep them happy post-sales with discounts and offers.

2. Answers and Resolves Customer Queries and Complaints

CRMs can help you resolve customer issues and complaints quickly and efficiently. 

All businesses now have a CRM help desk ticketing system. And all customers love less ticketing time which means that issues are solved asap. CRM ticketing system allows internal teams to prioritize customers and proactively solve their issues.

In addition, the system helps them to take notes and escalate issues to specialized teams effectively. CRM helps you document all customer queries and issues that can help you prevent them in the future. 

Most CRM systems automatically log emails, but many also record and log phone calls. So, for example, if a customer complains about rude service, you can listen to a recording of the call they're referencing. Or, if an associate swears they responded quickly and politely to a query (even after getting a customer complaint), you can cross-check the claim by looking through your associate's communication log.

What are the Benefits of CRM Integration with Your Website? 

This is an important question. The most significant barrier to customer experience marketing is a lack of understanding of consumers to give relevant offers and tailored experiences. The answer to this is integrating your CRM and Website.

Integrating your website with your CRM speeds up the sales process by automatically entering potential leads into the system after the first encounter and gives your team additional data to work with, resulting in greater conversion rates.

By connecting your website to your CRM, you'll be able to see how your consumers engage with your company. You learn about their initial inquiry, their purchase details as well as a valuable feedback post sales. In addition, it provides you with more consistent and trustworthy data. Overall, it allows you to get detailed information about your visitors' activity and purchasing patterns.

As a result of this, your customer experience is improved, and they are happy with their queries being answered quickly and in less time. Customer satisfaction may also be tracked using CRM website integration. This, in turn, helps you develop strong customer connections by providing them with a tailored experience. With all these efforts, customers keep coming back and buy from you. 

What can be CRM Implementation Challenges?

1. High Expense than Revenue

The biggest challenge faced by organizations in this process is the cost. One might end up spending a lot if the process planning is not done appropriately. Firstly you must evaluate the need for a CRM for your business, it will help you know what type of CRM you must implement and what the steps are for it to be successful.

However while choosing a CRM software it is imperative for you to evaluate all your business aspects such as cost, IT resources, hardware, software, etc. After that, decide on which CRM to implement. 

2. Choosing the Right CRM

As we saw above, if the CRM is not selected with the right intention, it will end up with a loss. So choosing the right CRM is important. To choose the right CRM system, do a thorough selection process.

After all, selecting the appropriate system is critical to the success of your business. Never rush towards purchasing a CRM solution. Before you focus on one system, clearly describe your process, develop CRM needs, and evaluate who will use it.

3. Accepting Change

Accepting change is difficult. Changes can be challenging, such as altering old behaviors, or the interface. These concerns may be addressed by informing end-users about the advantages of CRM.

Give them knowledge on both positive and negative aspects of the CRM system. Conduct training sessions to assist people in building confidence in their ability to embrace change.

4. Foresight of a Leader 

Usually, we see that when companies start implementing CRM, it is often seen as a marketing or technology effort with only limited guidance of leadership. At best, these programs are only somewhat successful in such cases.

Without the complete backing of leadership, most businesses will never be able to achieve overall success. Leaders will be able to offer the ERP provider precise requirements and successfully manage the installation. Thus, leadership guidance or expert advice is important for the successful implementation of CRM.

Top CRM Integrations to Power Up Your Customer Service

Here are the top CRM Integrations you must have: 

1. Live Chat Integrations with CRM

Typically, live chat is utilized by organizations for engaging customers, and CRM is used to record customer details. But with customer interactions being increasingly examined for predictive analytics, integrating live chat with your CRM can help you simplify business processes.

By integrating your CRM with a live chat platform like Acquire live chat, you can enable your sales team to track customer interactions and details all from one place.

Acquire's live chat also automatically logs live chat transcripts and offline messages in easy-to-access formats called Notes and Cases. Data from these transcripts can then be used in a variety of formats to change up services to suit customer expectations accordingly.

2. Social Media CRM Integrations

Social media is one of the most important sales tools, especially for startups and small businesses. In fact, it has become so popular that 84% of VP-level and C-level buyers are influenced by social media.

Social media is an ever-growing hub of knowledge-sharing between providers and consumers, and thus failure to leverage these platforms is a huge wasted opportunity to engage buyers and learn more about their preferences.

Integrating your CRM with your company's official social media accounts can provide you deeper insights about your offerings and how your audience is perceiving them.

This helps you obtain valuable information about your offerings by analyzing the content that your social audience is sharing about them. Apart from these benefits, integrating your Facebook, LinkedIn, and Twitter accounts can also help you streamline and automate posting.

3. Customer Success CRM Integrations

For customer-facing organizations, integrating customer success software tools like Zendesk with your CRM can help you gain a deeper insight into customer data to inform your future sales decision-making processes.

Your CRM can be fed with customer ticket data by your respective customer success software, which can then be linked to existing contact information of your customers in your CRM to remain informed of their latest needs and come up with proactive ways to serve them better.

4. Enterprise Resource Planning (ERP) Integrations

When organizations plan to undergo digital transformation, their main goal is to find efficiencies in crucial business processes and gain a high level of visibility into them. Integrating an enterprise resource planning (ERP) software with your CRM helps you enable enterprise-wide control and visibility of customer data.

Leveraging integration platforms with inbuilt CRM system connectors and ERP systems allow you to regulate such processes more effectively by automating workflows for you.

This also eliminates the chances of data duplication and provides sales and operations teams with real-time data access so that they can move customer contracts through the approval process much more quickly. 

5. CRM Email Integration

CRMs help sales reps to track interactions with the customer, reach out to them, and automate manual tasks. However, an often overlooked benefit of theirs is the ability to simplify and drive effective email outreach.

Considering that 80% of customers like to be contacted over email, it pays to have a integrate your primary email service with your CRM.

Integrating email services, such as Outlook or Gmail inbox, with your CRM does not only let you record all of your emails, but it also allows you to access tools like sequences and templates to help you craft clear and sharp emails for your email strategy, and also aggregate all of your CRM contact data without having to leave the inbox.

6. E-commerce CRM integration 

CRM integration allows businesses to make tailored product suggestions, respond quickly to support problems, and create relevant upsell possibilities. All of these are important from a customer experience perspective. Therefore, for having massive sales, E-commerce CRM integration is a strategic requirement.

Sales majorly focus on revenue generation by maintaining customer relations and selling the products. Also to understand the needs of the customer holds utmost value for the sales team.

CRM plays a critical role in delivering this information, but it must be linked with other E-commerce systems throughout the customer lifecycle. Salesforce Sales Cloud CRM holds Adobe, Microsoft Dynamics, SAP, SugarCRM, Freshworks, and more are some of the famous examples. 

E-commerce companies are dependent on such platforms for their sales. Customer browsing, ordering, and payment are all the characteristics of an E-commerce system. Hence, E-commerce platforms must be connected to CRM, ERP, and other enterprise applications.

CRM Integration - to skyrocket your business processes

During the pandemic, the CRM deployment over the cloud increased to 87% according to a 2020 market research future report. And 92% of businesses said that CRM is a crucial tool in achieving their revenue goals, reports SuperOffice. Finally, according to ReadWrite, properly implemented CRM solutions can yield an ROI of 45% per every dollar invested. 

This only goes on to say how universally adopted CRM software and CRM integrations are and the amount of profitability and productivity it brings to businesses of all sizes and industries. 

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