How APIs Help To Build An Integrated CRM System?

By: | October 2nd, 2020

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The current business space is so dynamic. The world has therefore developed new business approaches to face the variations. There are therefore two very key new business elements of approach – data management and customer management. The success of a business will therefore be more or less defendant on how best a company manages its customers and data. This is the main reason why customer relationship management tools are constantly becoming more vital to businesses.

From research, businesses understand better the right basis for dealing with the three key aspects of a business department – customer service, marketing and sales. All the same, the current transformative cloud CRM encompasses more than just the three features. But what is CRM? It is a tool that not only helps organizations to build strong relationships with customers, but also helps them by increasing overall organizational efficiency and productivity of businesses.


Application Programming Interface (API) is a combination of programming tools and protocols that specify how CRM and other third-party programs interact. For instance, if your accounting company works with a CRM that integrates with your accounting software, the CRM API is responsible for the centralized access your company gets to the different applications your business runs on.

Additionally, if your company CRM uses open source API, software developers can easily develop and integrate other applications with your CRM. Good news, these integrations can still be achieved even if they are not offered by your CRM software vendor. This integration is good for the business because it gives your workers the opportunity to access sales process, billing and marketing related information within the CRM without being slowed down by the several programs. 

How API Helps CRM Integration

CRM is a key tool when it comes to monitoring and tracking interactions with customers. Although naturally built to take care of marketing and sales, CRM has evolved to become a wholesome tool that integrates fully with other applications to ensure all business processes such as workflows, leads attraction, employee and customer interactions etc. are efficiently managed within an organization.

In addition, CRM has previously been a very technical tool requiring high tech knowledge etc. handle and utilize in doing business. The software also operated in isolation with limited integration of the system with other applications. This made life more difficult for businesses that required a number of apps to accomplish certain processes. Without API, a number of leads fell between the cracks as a result of the unmeshed departmental engagements with customers. For instance, sales team could be speaking to one prospect while the billing department is engaging a completely different other prospect or customer with none of the information from these interactions ever travelling between the departments.

Companies that use API with CRM therefore make it much easier for their employees to gather customer information and display it on a unified system that remains accessible to all the employees of the various departments of the organization. With this information available real time, customer experience is improved and the company is much more likely to attract more revenue.

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Benefits Of Integrated CRMs

An intuitive CRM API helps a business or organization to build an integrated CRM that covers all of the company’s desktop and cloud-based applications that the business needs for efficient and successful day to day activities. What this means to the company is, all the information available in every single application is synchronized into the company CRM and is accessible from just one spot. Every department will therefore have the right and up to date information about the customer they encounter which helps them to serve the customer better with an enhanced experience and higher levels of satisfaction.

Businesses will therefore benefit from reduced errors, improved employee satisfaction, increased efficiency together with a streamlined employee training.


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