Chapter 7. CRM Integration Strategies

Managing customer interactions often requires integration with other enterprise applications, processes, and data sources. Building a 360-degree client view, managing a client's communication history, marketing campaigns, product holding, cross-selling and upselling processes, and the sales pipeline requires multiple integration strategies. In this chapter, we will look at these strategies and techniques.

When it comes to CRM implementations, integration, in general, is one of the most vital tasks for all stakeholders, both from a business and technical team's perspective. As we have already discussed in Chapter 1, What Is CRM?, and Chapter 2, Getting to Know Your Customer, quite often you'll find that CRM projects will provide the unique opportunity for companies to unify historically grown silos that have created multiple data sources, multiple process engines, multiple User Interfaces (UIs), and overlapping...