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CRM Fundamentals by Mathew Johnson, Brian Paulen, Scott Kostojohn

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Integration

Application integration is a common component of CRM projects and can add tremendously to the value and impact of your CRM application. We’ll define integration for the purposes of this book as programmatically linking business applications together; so, for example, data from one application is visible within the other, or an action in one application can trigger a different action in another. Common rationales for integration include providing a more complete customer picture and automating business processes. Let’s examine each in greater detail.

Provide a More Complete Customer Picture

A potential benefit often ascribed to CRM programs is to achieve a “360-degree view” of your customer: one place and one application where an employee ...

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