By Henning Lund - August 23, 2017
I spoke with a customer of mine the other day. They have been a very happy customer for many years, and it was puzzling me that, considering all the various synergies you can harvest when you can choose to integrate and synchronize your data between your systems, all they are synchronizing is customer data.
It was wondering how much value there is in integrating customers between a CRM and an ERP, in this case, Salesforce and Microsoft Dynamics. Simplicity and value for money: these are the takeaways from a very good discussion.
The above-mentioned customer is primarily using our integration tool to synchronize the Microsoft Dynamics NAV customer table with Salesforce accounts. They have added a number of custom fields in Microsoft Dynamics NAV which are also synchronized with Salesforce.
The type of information they transfer is Client Name, obviously, to make sure that is correct between the two systems but also other identifying information such as Address and Contact Person, and the custom fields used for additional segmentation and identifiers for internal processes.
Another interesting thing about this company is that they keep the records in Salesforce a little better cleaned up than in Microsoft Dynamics NAV. How can that be in an integrated system environment? They have approximately 15,000 active Account records in Salesforce because Salesforce holds active and qualified potential clients only, while NAV holds a little more than 50,000 records. The 50,000 records in Microsoft Dynamics NAV consists of all the records from Salesforce plus past clients and prospects as well. In many other cases, these numbers could be the opposite and often, companies have more Accounts in Salesforce than customer records in Microsoft Dynamics. If a company uses Salesforce to track and develop all leads, and maybe does not have a long list of past clients in the ERP system, then the CRM system will always have more records than the ERP system because the Account in the CRM system is not transferred to the ERP system until it has been converted from a lead to a customer.
Like it is the case for many companies, customer data is extremely valuable for this company, and they are very careful about the way they handle and maintain it. For them, the simple and reliable transfer of customer data is enough to bring considerable value and justify using a data integration solution such as RapidiOnline. Data integration projects, in general, do not have to be huge and complex to add value. What is important is to set up transfers that solve some of your keys pains or enhance some of your most valuable processes. For this company, this was customer data – for others, it may also include additional information such as product information or price lists.
Despite their apparently simple needs, the company chose RapidiOnline the day they on-boarded Salesforce. They chose RapidiOnline because it is an affordable solution that integrates the systems directly. If they had developed a custom solution, even “just” for the transfer of customer data, the cost of developing the data transfers and later the maintenance costs would have been much higher than the RapidiOnline subscription costs. This, combined with the in-depth technology and solution knowledge of the Rapidi consultants was considered to provide tremendous value and made the RapidiOnline subscription completely worth investing in.
In a nutshell, why did they choose RapidiOnline:
“Nobody can touch the Rapidi price point to what the solution delivers”
“The integration is highly reliable”
“The features RapidiOnline offers to make a direct integration were spot on”
“The Rapidi consultants own a wealth of knowledge about the systems RapidiOnline integrates”
A full case story about this customer will be released in a few weeks and I look forward to sharing it fully with you. Until then, stay tuned and maybe consider whether you utilize the integration between your systems well enough?