We’ve been talking to a lot of CRM product managers about what hinders adoption of their products. We’ve heard all kinds of stories, but they all share one common denominator : without relevant data, a CRM tool has no value for an organization. Yet, gathering and integrating data into CRM tools remains a challenge.
With most Customer Relationship Management tools, data population is the responsibility of the end user. That population process can be more or less tedious depending on the CRM provider – it can mean anything from cutting and pasting emails directly into a “notes” box, installing a bulky Outlook plugin to sync a mailbox to a CRM tool, or the most typical CRM “email integration” option; BCCing or Forwarding emails to some bizarre email address (xy782728939@CRM.com or something equally jumbled and meaningless). Much of these data integration “solutions” involve a change in already established behaviour for the end-user, or worse still, asking the end user to double up on his/her record keeping (writing an email once and copying and pasting it into a CRM, for example).
It’s clear that much of the data we’re pulling into CRM systems is sourced directly from the mailbox (contacts, messages, attachments, etc). Why isn’t it easier for mailboxes and CRMs to communicate? Our theory is annoyingly simple – it’s historically been a development nightmare to integrate the contents of existing email mailboxes with outside business applications.
Context.IO was built to solve this problem. Our API makes it simple for developers to build business applications that pull in contextual data directly from mailboxes, in a few lines of code. No more painful unreliable IMAP connections that time out and don’t scale (ask your developers what that means, or read this post).
CRM product managers, we want to speak to more of you and make this seamless communication happen for your product, and especially for your end users. The beauty of our API is allowing your end users to keep using both CRM and email as they always have, but giving your CRM an edge above most others by adding instant context and value to your CRM, from day one. What kinds of improvements do you think your organization could see if menial data entry time was cut down significantly? Let us know!