In our previous articles, we’ve touched the topic of data integration in CRM system quite a bit, and all the benefits that it can bring your business. Data integration allows for incredible flexibility and customization capabilities. And in the world where personalized engagement shows incredible improvements in both the retention rates and customer acquisition, it is no wonder that more and more businesses worldwide are implementing solutions that allow building strong databases.
Customer data integration is the fuel of any CRM platform, whether you are actually engaging in personalized marketing or not. A well-structured database, containing crucial intel on your client base could never hurt.
What’s the Point of Integrating Data Source?
No matter how advanced your CRM platform is, it’s only as good as the data you’re feeding it. There are numerous possibilities when it comes to data integration and each holds value. But depending on what type of business you are running you will need a different kind of information.
If you’re in the multi-channel online retail business, then you’ll probably want to know how each marketplace is performing. Moreover, in the case of ecommerce, you’ll also require a real-time data-feed of your current inventory stock levels.
The tourism industry, however, would require a completely different data, such as airline ticket offers. But no matter what there are just a few data sources that are almost universally beneficial to any type of company. That is exactly what we’ll talk about today.
4 Data Sources You Absolutely Should Integrate with Your CRM
This is basically integration 101. When a customer calls your business, logging the activity can surprisingly provide you with a vast amount of data that you wouldn’t normally expect. Even something as simple as the average length of your phone calls with clients is already saying a lot.
Call tracking allows you to effectively measure the success of your online marketing efforts. Many people would much rather call a human rep instead of filling out an online form. This is especially true in a B2B sector. And it will become even more so with an increasing size of the average deal, moneywise.
Integrating phone calls data into your CRM platform also allows you to manage further client interaction in a much more effective way. Now, the actual setup of advanced call management will differ, depending on your business model. Like for example, with a return customer, you might want him or her to interact with a designated sales rep or account manager.
Social media data is one of the most powerful tools that is just lying around, ready to be picked up and used. Getting back to ecommerce, as a great example, companies learned that customers will constantly post information on what they’re buying or interested in. They then use this information to target potential customers with coupons and special offers.
But online retail is not the only industry that can benefit from social data integration within CRM. Social media can give your business a good understanding of how customers are actually interacting and reacting to your brand. Tools like Nimble specifically, can give key metrics and insights into:
- Market volume;
- User experience;
- Level of engagement;
This is nothing new, and most people realize the sheer power held by social media platforms. However, despite this being a common knowledge, very few marketers are actually successful in acquiring and utilizing social data.
You are probably putting some amount of resources into marketing your business through external sources. So, it is only natural that you would want to measure the effectiveness your efforts and track where new customers learn about your brand. However, not many people are willing to tell you where they’ve heard about your brand. Or, they might not care enough, while you should really put a lot of thought into that matter.
The referral sources can be anything from an organic social media post to sponsored content in an online magazine. It is important to track each known source of the referral traffic. With websites, it might be a bit easier when you have numerous web analytics tools available on the market.
There are other ways, which can help you in tracking external marketing efforts, such as creating a separate coupon code.
Data Integration Services by OMI
The CRM platform can become a central point of your business tools and one of the most important building blocks in efforts to grow and scale your business. So, it is important to fuel it with data that will allow you to track, analyze and improve the marketing efforts. The real-time online data integration for your CRM is crucial in this endeavor.
Here at OMI, we pride ourselves on being the first-class provider of CRM integration services for major platforms such as Microsoft Dynamic and Salesforce. With us by your side, you can have a fully unified IT infrastructure, capable of acquiring vast fields of data from a magnitude of sources. From complete analysis of business requirements and existing software assets to highly sufficient integration and ongoing support, OMI is the go-to resource for emerging mid-size companies that embrace CRM, Marketing Automation and Service Cloud platforms to grow and dominate their niche.