CRM Integration

Hi, exploring around? I’m Conviner, your call center terminology assistant, ready to help you learn more about contact centers. 

Did you know? 91% of companies with 10 or more employees use a CRM system

1. What is CRM Integration?

CRM integration refers to the process of connecting your Customer Relationship Management (CRM) system with other tools, such as telephony platforms, email services, chat systems, and marketing automation platforms. This allows seamless data sharing across systems, so that every customer interaction, calls, emails, and chats, is tracked in one place.

For example, with Convin’s CRM integration, sales and support teams can auto-sync call transcripts, lead notes, and follow-ups directly into CRMs like Salesforce or HubSpot.

2. How to Do CRM Integration?

Here’s a step-by-step guide to performing CRM integration:

1. Define goals: Identify the processes or tools that need to be connected to the CRM (e.g., call logs, contact forms).
   
2. Choose integration method:
   
   
   • Native integration: Utilize the built-in connectors provided by CRM providers.
   • API integration: Use custom APIs for advanced use cases.
   • Third-party tools: Use platforms like Zapier or Convin for faster, no-code setups.
     
3. Map data fields: Align CRM fields with your external systems (e.g., contact name, phone number, deal stage) to ensure seamless integration.
4. Test & monitor: Test data syncs, check for duplication, and monitor automation performance.
   

Convin simplifies this by offering pre-built integrations for popular CRMs, ensuring every customer conversation updates the CRM automatically.

3. What Are the 4 Steps of CRM?

The four core steps of CRM help businesses manage and grow customer relationships effectively:

1. Identify: Capture detailed customer information from multiple touchpoints.
2. Differentiate: Segment customers based on needs, value, or behavior.
3. Interact: Engage with customers through personalized communication.
4. Customize: Tailor offerings and support to match customer preferences and lifecycle stages.
   

When your CRM is integrated with voice, chat, and email platforms, these steps become faster, more accurate, and scalable, especially in high-volume contact centers.