What is CRM integration?
One of the smartest moves a company can make is integrating its customer relationship management (CRM) system with other platforms it uses daily. But what does that actually mean?
Let’s break it down.
What is CRM integration?
CRM integration is the process of connecting your CRM software with other systems, platforms, and applications you use including your email marketing tool, e-commerce platform, accounting software, or even your website.
Instead of manually transferring data back and forth between systems (which can lead to errors, duplicates, and lost opportunities), integrations allow them to “talk” to each other and sync information automatically.
Why is CRM integration important?
Here are a few powerful reasons why CRM integration is important to businesses:
1. Improved efficiency
No more switching between multiple platforms or copying and pasting customer info. Everything you need is in one place!
2. Better customer experience
From marketing emails to sales calls, your team can see a customer’s full journey, offering personalised and timely interactions.
3. Accurate reporting
Integrated systems mean better data consistency, which leads to more accurate reporting and analytics. You can make smarter, faster decisions with everything in sync.
4. Automated workflows
You can set up automation between tools. For example, when a lead fills out a form on your website, their info can automatically be added to the CRM and assigned to a sales rep – no manual entry needed!
Common CRM integrations
Here are some tools businesses often connect with their CRM:
- Email platforms like Outlook or Gmail
- Marketing automation tools like Mautic or Mailchimp
- E-commerce platforms like Shopify, WooCommerce, or Magento
- ERP platforms like Epicor or Business Central
- Accounting software like QuickBooks or Xero
- Calendars & scheduling tools like Google Calendar or Calendly
How is CRM integration done?
There are three common ways to integrate a CRM:
- Native integrations – Built-in connections offered by CRM providers to popular tools.
- Third-party Tools – Platforms like Make.com that let you connect hundreds of apps without needing to code. Our team utilises make.com daily, helping businesses create complex integrations on the platform.
- Custom integrations – Built by developers using APIs for more advanced or unique use cases. Our development team creates CRM integrations everyday.
The best method depends on your tools, budget, and the level of customisation you need.
CRM integration isn’t just a technical upgrade, it’s a game changer for how your business operates. It can save time, improve customer relationships, and give your team a 360-degree view of every client interaction.
If you’re already using a CRM but haven’t explored integrations yet, now is the time to see how much smoother your day-to-day working could be with the right connections in place. Want help figuring out which integrations are right for your business? Contact our expert in-house CRM development team for more information.
