Unlocking your CRM potential: Different ways that Riva syncs contacts

By John Beauchamp, Riva Client Engagement Manager

This blog series is dedicated to sharing the creative ways Riva has helped our customers unlock the full potential of their CRMs using advanced integration. This month, we’ll focus on the flexible options available for syncing contacts seamlessly and efficiently.

unlock2Sync Use 1: Private contact fields

One of the strengths in the CRM world is that many users can have a shared contact record. This is true for Salesforce and other CRMs with any shared data set. But users can also have private field(s) that are only known to them and/or their specific project team. This could be thought of as a sub-set of fields in the public record. When the specific contact is synched for the very first time, everyone should be able to see the public data. But let us say that one of your sales people meets a new contact at a trade show and enters that contact information in their email client, but it won’t “take.” Why? While a publicly known mobile phone number can be inserted, a particular salesperson can have a private field that is just a number that they only know as it relates to that contact or project team. This is very handy when several representatives are working on different projects, but must coordinate or at least keep in the loop.

Sync Use 2: Custom contact filter

Riva is not restricted to synching all the contacts – it can be configured with different custom filters so each user gets their own personal set of contacts based on data in the CRM. An example of this can first focus on too many contacts in the CRM to effectively deal with in a coherent manner and process. Perhaps you only want to synch 1,000-2,000 contacts. The Riva Administrator could put in a filter that limits the sync to only the most relevant contacts resulting in a more targeted contact list in their email and phone. This allows a group of sales representatives to review and extract leads from a common CRM database, but in the end produce completely different lists due to the use of filters.

Sync Use 3: Uni-directional contact sync from CRM to the email system

The contacts found in your CRM are the system of record. Sales representatives want these contacts in their email system or phone contact list, but you do not want users to be able to modify these contacts in the email system. This would compromise the integrity of the database itself – not good. So, Riva has developed a uni-directional sync. System administrators and/or sales managers can go one step further with an update, which will roll-back and detect changes. The roll-back deletions process restores the contacts to their original version that is in the CRM. This is very nice for data integrity and it is automated.

Sync Use 4: Contact field mapping

There may be either custom fields or stock fields in the CRM that you want reflected in the sales representative’s email system. Riva can be configured to sync custom fields. There are times when you may want to configure Riva to not sync custom fields. An example of this would be a sales representative’s “customer notes” that users don’t want to share or want written over by any additional [newer] notes. In this situation you can un-map those particularly sensitive fields so Riva never touches those fields.

Don’t forget to follow the #ThinkRiva conversations on your favorite social channels for more interesting ways to unlock the power of your CRM.