If customer experience is at the heart of your business, then maximizing the capabilities of your CRM should be a top priority. In fact, it’s likely that other areas of your business are moving ahead with new technologies, but they will only be as successful as your CRM is rich in data. Think about chatbots: useful to the customer when they can answer questions quickly and accurately, but a major frustration when they don’t – and that relies on having a certain depth and quality of customer data. If your CRM is only serving your sales teams, then it’s not doing what it needs to in order to power great customer experiences.
What is an API and how is it used?
Building an integrated CRM should be your first port of call when it comes to empowering Customer Experience. APIs (application programming interfaces) are the best way to get your CRM to communicate with other systems your business uses. For example, Local Measure’s API allows you to set up automatic information flows between the Local Measure platform and your CRM to manage your customer data, run targeted marketing campaigns and empower other areas of your business with accurate customer insights. Through the API you can enrich your CRM with things like:
- In-moment feedback
- Customer product preferences
- History of past visits
- Other locations visited
- Previous interactions with staff
- Online interactions
Other systems' APIs may contain similar or different data points, which may also be valuable additions to customer records within your CRM.
What problems do information silos cause?
Siloed data looks something like this: your eCommerce team knows all about a customer’s website visitation history and online purchases, your social media manager can see all of a customer’s interactions with your brand on Twitter, Facebook and Instagram, and your guest services manager knows how a customer felt about his or her last visit to the physical premises. Unfortunately, if none of this customer data is making it back into your CRM, your ability to build accurate customer insights, targeted segments and personalize at scale will be severely limited.
Maybe you’re manually transferring customer data from one department’s system to the next – but even then, you’re increasing the chance of error, and losing the real-time nature of much of the data. Using an API is the most efficient way to share information and make data points visible across your organization.
Benefits of using an API to integrate with your CRM?
- Acquire customer records for the customers who haven’t yet transacted with your business
- Connect visitation and sentiment data with other business data to identify trends and revenue opportunities
- Make marketing campaigns more effective through better segmentation
- Generate actionable insights for frontline teams and central service agents
- Re-engage loyalty members or customers who have given negative feedback through Local Measure Pulse
- Upsell on-site customers with targeted offers based on their preferences
- Recognize customers who have visited the same location multiple times with a personalized offer or message
One of the best things about integrating your CRM through an API is that it’s less work than you’d think, and the pay off is immediate when it comes to improving efficiency, productivity, and customer experience outcomes. Learn more about Local Measure’s API, or email us at firstname.lastname@example.org.