Data integration can transform your business. It gets rid of many fiddly, time-consuming jobs, and frees you and your staff to get on with dealing with customers, streamlining processes, and developing innovative new ideas. It’s a must for any business taking growth seriously. Businesses like Rapidi specialize in creating data integrations.
But what does data integration mean in practice? And how does it really work? Here are three examples of how data integration can have a significant impact.
As the amount of data businesses and consumers have access to increases, so marketing has become ever more complex. You and your customers can interact in various different ways, across multiple platforms, including your website, third-party sites, social media, and email. How do you keep track of all the data you collect? And how can you use it to make sure you make the most of it with data integration?
Integrating your CRM with other systems and apps makes it easy to nurture leads and keep in touch with existing customers seamlessly. You hold significant information about customers and potential customers in your CRM. Integrating that with your email marketing software, for example, means you can track all the conversations you have with leads and customers in your CRM, eliminating the risk of doubling up on approaches and saving significant amounts of time.
When different teams have access to different information, they can have very different perspectives on the business and what is needed to make progress or deal with problems. The systems particular departments use help to determine not only what information they have access to, but ways of working and interacting with customers.
All this makes collaboration difficult. But integration means that different teams can work together far more easily to improve efficiency and smooth customer journeys. For example, a proposal is created in the CRM system and sent to a lead being nurtured by the sales team. When that lead turns into an order, it becomes part of the ERP system and is dealt with by another team. With the integration, the sales team still have access to all the information they might need about the order and the customer. If the customer comes back to them with a question, they can answer it easily. They can then update the system and let the team handling the order know.
Businesses and their people are increasingly mobile. Work is done, and decisions are taken, while people are working from home or visiting clients. Mobility means the pace of business is fast. It’s often simply not practical for them to look up data on multiple different systems while traveling or working away from the office.
Data integration means that, for example, a salesperson visiting a potential client has a complete 360 view of that client on their laptop or mobile. They can answer questions easily and don’t need to wait until they’re back in the office to do so.