The benefits of Customer Relationship Management systems

By Peter Young, Senior Advisor, Communications and Public Relations, Riva CRM Integration


The history of customer relationship management, also known as CRM, goes back many hundreds of years, but the best example of an early CRM implementation can be found with the post office. Stacks and stacks of mail placed on Post Office sorting tables – with each postman sorting all of the mail for his or her route and place it in a logical order in the mail satchel. Each postman knew which households received large amounts of mail and would organize the mail satchel to accommodate the volume. Neighborhoods loved their mailmen – in part because they were current, well-organized, and friendly. All of the desired traits of a company today.

Technology may change, but the goal remains the same

The technology has changed over the last 100 years, but the goal of interacting and retaining customers has not changed. Customer relationship management, at its very foundation, has always focused on merging marketing and sales data with appropriate business processes and through this marriage allows companies to manage each individual customer relationship efficiently.

In today’s marketplace, customers have grown to expect a customized and efficient experience with companies that are providing services or products. But CRM systems today need to continually improve and add additional pieces of information so that this simple act of “recommending an additional product that matches their profile” is refined and reflects current data. Businesses must rely on non-traditional sources of information to complete and refine the business process.

Improvement through integration

Customer relationship management solutions must provide a company with a full picture of their sales pipeline, and be able to identify new or existing customers as potential buyers. One way that CRM systems have begun to improve is to integrate external sources of data, including the very important but under appreciated company email system. A CRM system that can integrate and provide platform support for their email system – into their CRM system – will generate better reports, increased sales, and more refined interactions with each customer.

Riva CRM Integration syncs CRM systems directly to all Exchange, Office 365, Hosted Exchange, Gmail, Google apps, IBM Notes, Domino, and Novell GroupWise email applications. In addition, Riva integrates contacts, leads, appointments, meetings, tasks and reminders, custom fields, custom objects, and custom categories. This seamless integration will allow any CRM user to generate a detailed and targeted report and increase the likelihood of future engagements and sales.

The beauty of CRM applications today is that they handle the tracking and analysis of each customer in an efficient and detailed manner. Customer sales data is always located in one place and the CRM process can produce a full range of reports on what customers are buying and what customers are not. Riva allows all CRM users to enhance this process either from the cloud or from their own premises. Well-managed data will always add to a company’s bottomline. Riva helps companies take CRM and email integration to the next level and gives them a direct path to pursue customer delight.