CRM Integration with Business-critical Applications

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In this blog, we’ll cover what CRM integration with business-critical applications means, what can be integrated and more importantly, how it can make your life, and that of your teams, a whole lot easier.

Whilst customer relationship management (CRM) software can be powerful on its own, integrating your CRM software with other business-critical tools and applications across your organisation can make your CRM solution even more powerful.

What Is CRM Integration?

CRM integration is the seamless connectivity between your CRM software and other third-party applications. CRM integration brings together various software applications and data, so they create what feels like a single unified system. In reality, you still have your other systems operating as normal, but you allow data to be passed between them seamlessly, eliminating the need to toggle back and forth between them and enter data more than once.

Your CRM is not only essential for communicating with your customers; it is an opportunity to create alignment and streamline communication and collaboration within your organisation.

Below are a number of examples of where ViewPointCRM integration with business-critical applications can be used to improve efficiencies within your organisation as well as providing a better customer experience.

Microsoft 365 Integration

By integrating your Outlook inbox and calendar with ViewPointCRM, your teams can access a much more seamless working environment, making their working lives easier and your organisation more efficient. Below are just some of the reasons that Microsoft 365 Integration with your CRM makes so much sense.

  1. Once integrated, users can access emails, contacts, appointments, and all your client’s CRM information from the same location.
  2. Users can convert an email to a sales opportunity that tracks all conversations and data on one system. That means ‘copy/pasting’ your notes from Outlook to your CRM is a thing of the past.
  3. Users can create new workflows for any specific contact or customer so that they can be actioned within other departments via ViewPointCRM.
  4. Email tracking in ViewPointCRM will automatically pull and display contextual information about those e-mails with related information for the contact involved from ViewPointCRM.
  5. Create CRM contacts/leads/accounts in ViewPointCRM from emails at any time. The user can convert an entire mail into a workflow or opportunity, or even add contacts to new customers directly from the inbox.
  6. Create appointments directly from an email that seamlessly creates appointment records within ViewPointCRM
  7. Instantly see pertinent customer data from ViewPointCRM directly within Outlook once an email has been selected.
  8. Seamlessly add email attachments to leads, workflows and appointments

Website Integration

By integrating your website with ViewPointCRM, you can get a more complete picture of your customers’ interactions with your organisation, from initial enquiry to sales, communications and eventual feedback. It gives you access to more reliable and consistent information. You are better informed about your customers and you’ve better visibility of your customer’s behaviour and buying habits.

By installing connectors between your website and ViewPointCRM and building simple to use visitor forms, you can invite your visitors to submit lead enquiries, update their profile information, book a time-tabled session or carry out many other activities. All the information they create or change gets pushed directly into ViewPointCRM which can then trigger workflows in sales, marketing, support or customer services.

Depending on how you have set-up your website, there may be further integrations that can be built upon. One such example is Mailchimp for email marketing, surveys and several automated communication tools.

Mailchimp Integration

Integrating ViewPointCRM with Mailchimp for lead capture & email marketing, you can automatically create new leads in ViewPointCRM directly from your website and activate an automatic contacts synchronisation for email marketing.

The three most important ViewPointCRM integration features are:

  1. Automatically syncing contacts between Mailchimp and ViewPointCRM to keep a consistent email marketing list and manage data protection requirements
  2. The ability to segment campaigns for contacts or auto-responders to nurture new leads
  3. Viewing Mailchimp campaigns from inside ViewPointCRM with the ability to see each contact’s interaction with email marketing campaigns

eCommerce Integration

If your organisation has an online store that requires a customer to register and login to make a purchase or an area of your site that requires users to register, and potentially pay, to access ‘high-value’ content, integrating with ViewPointCRM can add significant insight to what your users are viewing, when they are viewing it and how often.

Many organisations strive to monitor and measure their customers’ every activity, across channels, to drive more sales and provide a better omnichannel customer experience. This, together with the increasing expectations customers have for a consistent and personalised experience across channels, makes it essential for organisations to maintain a centralised database of customer information.

Although eCommerce platforms and CRM systems usually work together very well, getting them to do exactly what your organisation needs them to do sometimes involves further customisation. StyleTech are experts in integrating their ViewPointCRM solution into eCommerce software and we can tailor our interfaces to suit your requirements.

Enterprise Resource Planning (ERP) Integration

ERP and CRM both offer organisations significant benefits in their own right. Organisations that manage to successfully integrate both can create business value more than the sum of its parts.

When you integrate ERP systems and CRM systems, your organisation will have aggregated information to make more informed decisions on how to maintain and improve your relationships with customers.

When your ERP and CRM platforms are siloed and not working together, you are likely to run across duplicate customer data. Some of it might not be totally duplicate, so then it’s tough to determine which should be the master record. An integrated platform removes the chance that you will encounter duplicate or inaccurate data and helps improve data-driven processes across your organisation.

When sales and operations teams have real-time data access, they are able to move customer contracts through the approval process much more quickly. Same-day approval becomes a reality because the required information is in one place and up to date, improving lead to order timeframes.

Billing & Accounting

Accounting packages are designed to perform accounting tasks, for example, creating invoices and managing payments. CRM software is typically designed to help you manage and build your sales funnel and manage day-to-day customer interactions. Challenges arise because these activities do not exist in isolation. Tasks such as sending invoices and taking payments can also be sales-related and accounting packages simply aren’t designed to handle this. This can pose problems and can create friction between sales and finance and can cost your organisation both time and money.

By aligning finance data with CRM, any issues can be flagged early in customer interactions and be resolved prior to extra effort being expended.

Inventory Management

A fully integrated CRM solution with inventory management system can provide your teams with immediate access to the critical customer information in real-time. For example:- Your customer has contacted customer services with a simple question about the status of an order, then customer services agent need not waste their time in checking different systems or inquiring with other employees.

Your customer services team will have immediate access to the key customer information as well as being able to instantly retrieve information on inventory levels, shipment information and progress on delivery.


Hopefully throughout this blog post we have demonstrated some of the benefits of CRM Integration with business-critical applications. With a powerful CRM at the centre of your processes and integrations helping systems run smoothly, your organisation can focus on doing what you do best.

We’re here to help. ViewPointCRM has been developed to help complex organisations serve their customers better through integration with legacy systems, developing robust workflows across teams, developing fit-for-purpose quotation and pipeline management tools as well as providing robust reporting tools. Get in touch with our team today for a demonstration and to discuss your needs.