Integrating my Website and CRM System – What’s in it for me?

Louise Alderton, 13 November 2010

A website is very important to an organisation. If you are reading this and your organisation doesn’t already have a website – stop what you are doing and go get one! The majority of consumers are now using the web as their primary source to gather information so if your organisation barely has any online presence you may find yourself not even being considered to purchase from by our now tech-savvy community.

The potential for your website to expand and improve your organisation is impressive; therefore it is vital that you make the most of it you can. Integration with your Dynamics CRM system could be the answer. Let’s explore some reasons why…

Reason 1: Easy-Peasy Lead Capture

Your website can be one of the simplest sources of lead capture and requiring minimal effort. With the ability now to integrate web forms into Dynamics CRM so that when a customer fills in their details on your website it is automatically updated as a lead filling in the information for you accurately in the corresponding fields. Not only that, because they brought themselves to you, you know they are quality leads.

Reason 2: Build Customer Profiles

So you have obtained a lead from your website which is now in CRM – now what? You can begin to build up a profile about them. There are even tools available to do this, capturing information on when a particular lead visits your website, what brought them there, what they looked at and for how long; then relaying this information right back into CRM on that persons profile. And you know what they say…knowledge is power. This information you now have can be leveraged in your favour to build a quality, beneficial relationship. 

Reason 3: Eliminate Data Entry

With data being relayed into your Dynamics CRM system automatically there will be no need for tedious manual data entry. This will save you time that can be invested elsewhere where it counts and error will be reduced – leaving you with consistent and quality information.

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Reason 4: The Power of Automation

In integrating your website and Dynamics CRM system you have the ability to set up workflows to automate tasks and ensure superior customer service. This could be anything from an automatic thank you email on submission of a web form to automatic assignment of leads to a person or department to an escalation if leads are not followed up in a timely manner. Make every opportunity count.

Reason 5: Connection & Insight

This integration can be taken to a level which connects business departments, functions and team members. Your marketing team will see what is driving website interaction and sales people will know instantaneously who they need to contact and what they are interested in. Your organisation can only improve as you make discoveries into what brings customers in allowing you to focus, refine and improve future actions.

So what are you waiting for?

* Image 2 from: http://www.data-entry-work-from-home.org/