Developers can write code to connect two different systems and force them to communicate, and can probably do so without too much trouble. While not uncommon, this strategy can quickly get messy, as companies may use hundreds of different applications and the connections can break with updates from any of those software.
Telephone, email and website channels have comprised the bulk of customer-business communication in recent decades, but social media is increasingly driving interaction and even direct sales. As such, CRM integration with social media is becoming an increasingly important aspect of managing customer relations. There are many applications for social media management and automation that integrate quite well with CRM systems.
CRM systems allow a business to make more of its communication customized toward the individual customer—and for that customization to be more accurate—because of how effective they are at analyzing consumer patterns with so much customer data from so many different sources. Chauncey grew up on a farm in rural northern California. At 18 he ran away and saw the world with a backpack and a credit card, discovering that the true value of any point or mile is the experience it facilitates.
He remains most at home on a tractor, but has learned that opportunity is where he finds it and discomfort is more interesting than complacency. Cassie is an assistant assigning editor, collaborating with teams around the world while living in the beautiful hills of Kentucky.
She is passionate about economic development and is on the board of two non-profit organizations seeking to revitalize her former railroad town. Select Region. United States. United Kingdom. Chauncey Crail, Cassie Bottorff. Contributor, Editor. Editorial Note: We earn a commission from partner links on Forbes Advisor. Commissions do not affect our editors' opinions or evaluations.
Featured Partners. Was this article helpful? Share your feedback. Send feedback to the editorial team. Rate this Article. Thank You for your feedback! Something went wrong. Please try again later. Customer Relationship Management. Read More. The solution to this challenge, which organizations have successfully implemented to perform CRM integration and data integration, is an application programming interface API.
Companies can invest solely in products and services from one provider so all programs and tools automatically integrate and share data. Developers can write quick lines of code to force two systems to communicate. But this strategy often results in a messy web of code that breaks with updates and new integrations. The first option is improbable, especially given how many programs the average company uses.
Companies often use the second option, but it creates headaches for IT teams and users. The third is the easiest, fastest, and most beneficial. Because many systems come from different providers that may not have built them with integration in mind, the best tool or strategy for integration is an API. APIs quickly integrate existing and future business applications and processes.
APIs are:. This strategy for customer data integration relies on three types of APIs that are each developed for a specific purpose:. System APIs pull data from specific systems. Postal Service. For CRM integration, system APIs can be used with specific systems, including ERP, customer and billing systems, and proprietary databases, such as a third-party payment processor.
When your company invests in a new piece of software, data integration can be as simple as finding an existing API, either in your own library or in the marketplace, and plugging it in. Complex systems, to an extent, become plug and play, and your company can enjoy the benefits of integrated data far more quickly than with other methods of integration.
CRM integration, data integration, and a single source of customer truth are how companies stay ahead of their competition. With data freely flowing between systems, communication between departments is more complete, and strategies are based on reality.
Customers experience one unified company in their interactions, not separate departments. Companies experience one single source of truth where they can glean insights and thus serve their customers better.
Data integration empowers your employees with information. A CRM platform that serves as a single source of truth gives you the ability to run reports and pull AI-generated, actionable intelligence. Once the APIs are built, you can reuse them, which cuts down on time spent, maintenance requirements, and your need to rebuild broken connections.
With APIs serving as building blocks that connect all your systems, IT teams and companies can spend more time on the projects and innovations that set them apart. Companies spend less time on data integration issues and more time on improving products and processes, serving customers, and spearheading other projects.
They integrate new software faster, and thus benefit from it more quickly. In using APIs for data integration, anyone can create connected experiences to delight customers. When the average company uses different pieces of software, tools, apps, and elements, data integration is a priority. Without integration, a company has multiple sets of cogs working separately in different departments, and it lacks a unified machine to drive the customer experience.
Integration Zone. Thanks for visiting DZone today,. Edit Profile. Sign Out View Profile. Over 2 million developers have joined DZone. Like 3. Join the DZone community and get the full member experience. Join For Free. What Is Applications Integration? What Are Enterprise Applications?
Example: Integrate open source Suitecrm with MailChimp Integrating enterprise applications are not easy and only certified developers can integrate any third-party applications with the CRM system.
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