CRM integration: How to get the most out of your investment

The way companies document customer interactions has evolved significantly over time, from paper logs and 3-ring binders to sophisticated software that tracks every interaction between customers and companies. Integrating CRM with other customer-related apps creates a deeper understanding of each customer's profile, behaviors, and preferences, enabling better decision-making, more empowered employees, and happier customers. To achieve successful CRM integration, one must determine data requirements, develop a roadmap, provide training, test and deploy the integration, solicit feedback from customers and employees, and measure success. The methods used for integration can vary, including native integrations, custom APIs, Zapier workflows, and third-party services, each with its own benefits and considerations. By leveraging these tools and strategies, companies can maximize their ROI and achieve a greater return on investment.