CRM Integration

From ExtractValue Wiki

Customer relationship management (CRM) is a multifaceted process, mediated by a set of information technologies, that focuses on creating two-way exchanges with customers so that firms have an intimate knowledge of their needs, wants, and buying patterns. In this way, CRM is intended to help companies understand, as well as anticipate, the needs of current and potential customers. Functions that support this business purpose include sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. Many CRM initiatives have failed because implementation was limited to software installation without alignment to a customer-centric strategy.

Contents 1 Centricity Integration 2 Overview 3 Scenario 4 Development Roadmap

Centricity Integration

• SugarCRM - Extract Value's Centricity platform is integrated with a customized version of SugarCRM, an open-source CRM. Extract Value's clients typically access their CRMs at the subdomain of "crm" instead of "www". For integration, we have the choice of using SugarCRM API; however, the current focus is more on direct database access. For direct DB integration, yet keeping the application scalable for other possible connection, we should create adapter objects. These adapter will have the raw information on how to retrieve from which database/table for the information our application needs. In the application, there will probably be a configuration file which indicates what adapter will be needed for the given application instance.

• Planning on integration with 3rd party CRM such as Salesforce.

Overview

A "synchronous" information sharing between Centricity and a given CRM system. A consistent interface from the application to the adapter object needs be well defined, so a developer can create arbitrary adapter to integrate with any existing CRM system.

Scenario

Centricity to CRM system

1. A user perform action which cause update to the Centricity
2. Centricity parse and store the information into its database
3. Centricity pass the information to associated CRM system
4. The information is synchronized between Centricty and the CRM system

CRM system

1. A user perform modification to CRM system
2. At pre-determined interval Centricity communicates with the CRM system
3. Centricity retrieve information about the modification
4. Centricity parse the information and store into its database
5. The information is synchronized between Centricty and the CRM system

Development Roadmap

August 2008

• Creating an entry through Centricity: once a lead is received by Centricity, Centricity will create the same entry into the client's CRM. This will include all data.

• Modification of leads in Centricity: If any lead information is modified in Centricity, then they should be modified in the CRM.

• Archiving an entry through Centricity: once a lead is archived in Centricity, then the corresponding lead will be deleted in the CRM.

• Enable/disable automatic entry: Extract Value should be able to enable or disable the automatic entry of leads from Centricity to CRM or CRM to Centricity

• Manual entry: Extract Value should be able to manually send leads from Centricity to CRM. The inverse action is not needed.

September 2008

• Filter rules: based on filters specified by an administrator, which may include the existence or value of filled forms or actions taken by the lead, CRM will assign the lead to a specified sales agent.

• Creating an entry through CRM: once a lead is created in the CRM, then the CRM will create the same entry in Centricity. This will include all data.

• Modification of leads in CRM: If any lead information is modified in CRM, then they should be modified in the Centricity.

• Deleting an entry through CRM: once a lead is deleted in the CRM, then the lead is flagged as deleted in Centricity.