4 Innovative Ways to Use Your CRM API
If you have multiple software applications managing marketing programs, customer relationships, invoicing and billing, odds are that you have a piecemeal system, and that’s asking for trouble. It’s time to start thinking about using your CRM API.
A patchwork system can be time-consuming and error-prone. Data from one application often conflicts with another. It’s not easy to use and, as a result, your sales team resists using it.
Conversely, if you had an integrated CRM that met your business’ needs, it would save time, increase data consistency, reduce manual errors and costs, and be user-friendly.
The more you customize your CRM system to your company’s needs, ensuring that it fits seamlessly into your sales team’s day, the more value you will derive from it.
To facilitate customization, an application programming interface (API) provides the source code that enables software components to talk to each other and share data. While you have to hook into your API for some CRM customization, it’s not always necessary. You can, for example, customize lead information based on sources and sales stages. Also, you can add customer information, such as industries or business needs, which enables you to segment your database and communicate in a more personalized way.
Take a step back to view the big picture and determine how you can best support your business processes. Here are four typical integrations that organizations use add muscle to CRM.
#1 Email CRM Integration
Ideally, your system should not require sales and service representatives to write emails in one application, such as Outlook, and then log them into another, your CRM software. That duplicates effort and opens the door to human error. Instead, reps should be able to write the emails in their preferred email program and save them with one click to the CRM system. (With Claritysoft, you don’t need a CRM API integration to accomplish this!).
#2 Integrate CRM with Other Systems
To streamline business processes throughout your organization, you should consider integrating your CRM with your enterprise resource planning (ERP), accounting and e-commerce software. These integrations empower associates to access all the information they need in one place. Customer service reps, for example, can share order information with customers without having to log into another system.
#3 Integrate CRM with Lead Sources
When you integrate your CRM with your lead sources or marketing automation system, your leads automatically appear in your CRM. Not only does this eliminate the need to import leads manually, but it also makes it possible to respond rapidly to leads. Quick response time can be the difference between a sale and an unresponsive lead.
Also, CRM integration with lead sources makes it easy to set up reports that help you evaluate each lead source, enabling you to prioritize your marketing resources. Finally, you can track conversion rates all the way from website visit to sales revenue.
#4 Build and Use Custom Modules and Applications
Because your business is unique, it’s difficult to find a CRM system tailor-made to your needs. Even if you invest in a CRM built for your industry and the match is perfect on day one, it may soon be obsolete due to advances in technology. Today, for example, you likely want your field salespeople to be able to access and input CRM data on the go. You need mobile CRM to ensure productivity but may not have it in your current system.
Therefore, it could make sense for you to invest in a more advanced CRM and then add on custom modules or applications that shape it to your company or industry. You can use the API to accomplish CRM software integration.
CRMs have, for example, been customized to do the following:
Capture property inspections for insurance
Document and store request for proposals (RFPs) and requests for quotes (RFQs)
Calculate and pay out sales commissions
Record travel expenses
For more ideas on how to get the most out of your system, read 6 Fantastic Ways to Customize Your CRM.