Why Your CRM Should be Fully Integrated?


Having a good CRM system means it should include all costumer lifecycle, form end to end. It should be the hub of all costumer activity across all platforms and channels: project and inventory management, survey responses, email, telephony, etc. Using  one or more external applications can “bring about a downright tsunami”.

Centralizing all the information of a costumer outcomes to have a fuller profile of service they’re getting. Integrating all the applications gives you extra power. Here are three core issues that integrations can solve.


Context (or the lack of it)

Without context, the information is not very useful. In spite of being important data, its like having a 100-carat diamond buried deep inside the Mariana Trench. Integrating data from different applications into your CRM can give you that context you need. It helps you answer questions like “How many new customers have I gained by sending targeted ads to my competitor’s customers in this 3-month period?” instead of just “How many new customers have I gained recently?” With context like that, that 100-carat diamond can be right inside your pocket.


If you have a motley mix of applications, vital customer information can get ignored by mistake, overlooked, or just plain lost. Integrating all those applications with your CRM means you can now focus on what truly matters, in just one place.


Every minute you spend at all the windows you have open, is a minute down the drain. That minute can make all the difference between a deal won or a disillusioned customer choosing a competitor’s product over yours. Through integrations, you can save all that effort and time you spend on doing completely unnecessary, time-wasting tasks.

For most salespeople, their CRM system is the first application they log in to at work, and the last one they log out of, at the end of the day. We believe a fully-integrated CRM could be the only application they need to log in to, at all.

Post by Jaanu Surendran at zoho.com

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