Having a CRM integrated with customer service has become increasingly common in medium and large companies, especially those where sales and support teams deal with multiple channels and high volumes of calls and interactions.
In this context, the way information is organized and accessed directly influences team productivity and performance.
To help you, we will show you how integrating CRM with customer service ensures more agile processes and accessible data in a unified way, improving customer interaction.
What is a CRM integrated with customer service?
As the name suggests, a CRM integrated with customer service is the combination of a management platform (CRM) with your company’s communication channels, such as website chat, Instagram, WhatsApp, and others.
This integration allows different systems to talk to each other, making workflows more coordinated and automating tasks that were previously done manually, creating a single, integrated view of customer data.
Why integrate CRM into customer service?
As we highlighted at the beginning, sales and support teams receive multiple requests daily across different channels, with a significant volume of information. Without a CRM, this data becomes scattered, tasks become more complex and operational, affecting strategic decision-making and internal coordination.
This strategy also helps strengthen collaboration between departments and ensures that teams can respond quickly, offer accurate and personalized solutions, and take advantage of every opportunity to close a sale in the best possible way.
Key benefits of integrated CRM for sales and support
Among the main benefits, we have:
1. Increased productivity
By being able to quickly access relevant information and automate repetitive tasks, teams tend to spend less time on trivial tasks and can focus on strategic activities, such as nurturing customers and closing deals.
2. Improved customer experience
Having the complete history of interactions at their fingertips allows operators to provide quick, personalized responses, making each contact more efficient and increasing first contact resolution rates.
3. Complete view of the customer
Integration ensures that sales and support share the same information base, avoiding rework and misunderstandings and ensuring that everyone is aligned on how to approach each customer.
4. More strategic decision-making
Finally, with centralized data, you can easily identify behavior patterns, measure results, and make decisions based on concrete information, increasing your company’s operational and commercial efficiency.
Types of CRM integration with customer service
Contrary to what many people think, there are several different ways to integrate CRM into customer service, each tailored to the company’s needs and the volume of available channels. Let’s talk a little about each of them below:
Native integration
This category includes CRMs that already offer some type of connection to the main customer service channels used, such as website chat, WhatsApp, Instagram, Facebook, etc. Here, conversations, data, and sales opportunities are automatically recorded without the need for extra tools or configurations.
Solutions such as Jivo CRM follow this pattern, allowing both customer service and sales teams to track negotiations, interaction history, and the sales funnel directly.
Integration via API
API integration stands out for allowing different systems to communicate in a customized way. It is best suited for companies that use multiple tools or need to adapt CRM to specific workflows.
Although it offers greater flexibility, this type of integration requires more technical knowledge for implementation and maintenance.
Integration via third-party platforms
Known as middleware, this method uses intermediary tools to connect CRMs to your company’s service channels. It is a good option when the chosen CRM does not offer native integrations.
But remember, this can generate unexpected additional costs and greater dependence on external configurations, impacting your company’s workflow.
Have you learned how a CRM integrated with customer service benefits your sales and support teams?
We hope this content has helped you understand how integrating CRM and communication channels can transform data organization, increase operational efficiency, and improve the customer experience.
By adopting a solution that centralizes information, automates processes, and connects teams in a single workflow, your company gains more agility, accuracy, and the ability to identify opportunities that might have gone unnoticed before.