Modern CRM systems can do far more than just optimize customer communication. They consolidate data from various sources, enabling a high degree of automation and data-driven decisions. Learn how companies utilize this potential and why the targeted use of interfaces is indispensable for bringing data from peripheral systems into the CRM.
CRM systems are a central hub for all kinds of corporate information. By bundling all relevant data in one place ("Single Source of Truth"), CRM systems like Salesforce create transparency even in the most complex ecosystems and facilitate cross-departmental collaboration. This gives employees easy access to all information relevant to their work—whether in sales, customer service, or logistics.
A Single Source of Truth avoids data silos and thus improves efficiency—in service, sales, and marketing, among others. Tasks and processes can be better coordinated, while decisions can be made based on data. This makes the CRM an indispensable foundation for a collaborative, data-driven corporate culture.
Integration of Peripheral Systems as the First Step to Successful CRM Use
To benefit from the many advantages of a CRM system, companies must ensure consistent integration with peripheral systems during implementation. The goal is to allow data from all relevant systems to flow into the CRM unhindered and consistently.
Why is this often difficult? Many relevant data originate outside the CRM or even outside the company. In many cases, the solution lies in using interfaces to connect external data sources with the CRM. However, it must first be clarified which data are really needed in the CRM and how these can be sensibly fed into the system.
Assessing the Need for Data Integration from Peripheral Systems
Fundamentally, there is a wide range of different data that can be usefully integrated into the CRM: Product data, prices, discounts, sales, invoice data, and the like usually come from an ERP system. It is necessary to examine which data should be synchronized with the CRM and at what frequency.
Questions arise such as: Are all individual data really needed? Or are aggregated data sufficient? Should a bidirectional reconciliation take place, or is a unidirectional interface enough? Is it necessary to receive data without delay, or is data synchronization at predetermined intervals sufficient?
Which Data Are Really Needed in the CRM?
The parameters mentioned have a direct impact on the complexity of data integration and thus on costs. Therefore, a well-considered evaluation of requirements is highly recommended. Additionally, other systems also provide valuable information for the CRM and thus for customer and supplier contact: Sales in the webshop, data from logistics systems, or from the ticket system.
If companies succeed in identifying the necessary data sources and integrating the data into the CRM, a central, binding information source is created for employees: the Single Source of Truth (SSoT).
CRM for Automation and Decision-Making
Especially with regard to increasing automation of the CRM, a comprehensive data basis is becoming increasingly important. The CRM has now become a supporting system for automated flows and processes. These relieve employees of time-consuming and repetitive routine tasks, for example in sales or marketing. Intelligent reporting also provides important information for action and reaction.
Modern CRM systems even suggest to sales staff what they can do next (Next Best Action/Next Best Offer) and show cross-selling and upselling potentials (customers who bought X often also bought Y).
AI Also Brings New Possibilities in CRM
In the CRM area, AI components are increasingly being used today. AI-supported systems recognize patterns, learn from the data, and continuously optimize themselves. Sales teams, for example, receive increasingly precise and effective recommendations for action. In the service area, AI concepts like Agentforce will provide completely new customer experiences in the future. But these functionalities also naturally require a data basis that is as comprehensive, correct, and up-to-date as possible.
Examples of CRM Integration of Peripheral Systems via Interface
To integrate the essential systems of an IT infrastructure quickly, error-free, and, if desired, without delay into the CRM, special interfaces (APIs) are often required. The use of special tools (e.g., COViS Integration Manager), which are developed to enable smooth, interface-supported data flow between Salesforce and various peripheral systems, is sensible here. The following examples provide an impression of how integrating peripheral systems into the CRM via interface significantly increases efficiency in various business areas.
Managing Emails and Master Data via CRM
Instead of manually copying emails into the system, a simple interface helps archive outgoing and incoming emails, thereby easing the workload. Email addresses are recognized, and assignment takes place automatically or at the push of a button if needed. Customer correspondence should in any case be stored in the corresponding record. Emails, letters, visit reports, and conversation notes complement the master data available in the CRM.
Automated Document Creation via CRM
When creating documents, the CRM can also be used as a database for populating address fields, among other things. Creating both emails and documents becomes faster, more consistent, and therefore more effective with the help of templates stored in the CRM.
Routine tasks are simplified and partially automated through system support. Special tools like Bettertext are suitable for this, which contribute significantly to increasing efficiency in text creation in customer service.
Fully Exploiting CRM Potential with Integrated Peripheral Systems
A modern CRM is much more than a tool for improving customer interaction. It is the heart of cross-departmental communication, data management, and automation. Companies that take the integration and maintenance of their data from peripheral systems seriously benefit from a system that not only provides information but actively promotes efficiency and growth in almost all business areas.
The art lies in providing the right data, avoiding data clutter, and modeling the data so that it can be appropriately evaluated. This was already necessary for proper reporting but becomes increasingly complex with the multitude of data and the increasing (partial) automation of processes.
