Access to a wide array of software programs to manage the various aspects of a business is now a normal part of doing business. Many businesses today use various systems to handle marketing efforts, manage customer relationships, manage projects, and handle financial reporting. However, access to numerous applications and programs that support running a business effectively does not necessarily translate into increased productivity or better workflow.
Each business application typically runs independently on the computer and oftentimes can’t communicate with the other business applications running on the same system. As a result, instead of helping customers, many employees transfer information from one application to another, update the same data in multiple applications, or switch between applications to complete a single task.
Smart software integrations between key business applications simplify daily tasks and free up time for employees to focus on more complex issues that require their unique skills. Software integrations streamline tasks and increase productivity within organizations.
Connecting Business Tools to Reduce Repetitive Work
One of the greatest benefits of automated software integration is eliminating repetitive work. To keep up with the many software applications meant to manage and support various aspects of a business, many companies use multiple programs to handle tasks such as customer relationships, finances, communications, and project management.
For example, a sales team member collects online application data from prospective customers via an online form. Each application could automatically enter the customer and their corresponding sales prospects into a customer relationship management package. This automated process would instantly remove a considerable amount of time-consuming work for the sales reps.
With integrations for business software, all information can be entered into and automatically updated in other applications. Employees can stay up to date on customer contact data and don’t have to enter the same information repeatedly.
This is especially important as a business grows and the amount of information it produces continues to increase.
Expanding Software Capabilities Without Complicating Workflows
Companies grow and need new software features. However, adding more applications does not necessarily make things easier. Employees must learn new interfaces, log in to new accounts, and switch between several programs to complete tasks that could have been done in a single application.
Embedded software integrations let businesses add new functionality to existing software applications that employees or customers already use. Businesses can broaden applications by integrating the necessary embedded software without changing existing work processes or forcing users to use additional tools.
A great example of this is SaaS companies that offer marketing software. With an embedded white-label landing page builder in their marketing software, customers can create and customize landing pages right from within their current campaigns. No need to switch to a completely different software to edit pages.
You can embed document editing, appointment scheduling, payment processing, and even customer communication into your current software offering. Many businesses today are looking for ways to offer a more connected experience for customers while minimizing the steps needed to complete a task.
Improving Collaboration Across Departments
Different departments use different systems to manage related information. For example, the sales team may add customers and contacts in a sales application, while the marketing department adds campaign information in a separate marketing application.
These issues create many repeated questions in a company. Different information is stored in different places, and departments can’t access it promptly.
By connecting applications used by different departments or integrating functions currently managed in separate applications, employees can access the information they need more easily. This could include a customer’s most recent purchases or previous service requests.
Task updates, shared documents, and communication platforms can be connected so employees can view a project as it develops. Integration with project management software also enables analysis of task completion by team members.
This does not mean that shared access automatically means unrestricted access to all information! It is important to set up proper permissions to safeguard your most sensitive information and grant employees only the access they need to complete their work.
Making Better Decisions With Connected Data
Whereas useful information is available in separate systems, it is difficult to get an overview of the whole organization and to connect marketing activities with the corresponding sales.
It is also hard to see how online marketing activities generate revenue when website activity, customer emails, and completed sales are tracked and viewed separately in different software applications.
This information can then be analyzed to find relevant connections between different data sets and recognize hidden patterns.
The manager can compare departments’ performance and determine whether the current processes are producing the desired outcome.
It can save employees time and ensure they are properly utilized, focusing on key aspects of the business and interpreting the resulting data for improvements.
Consistent data definitions are also needed to produce accurate reports. Regular quality checks on the information gathered from the integrated applications are also crucial.
Choosing Integrations That Support Long-Term Efficiency
Just as not every app or feature is worth including in your software suite, not every integration is worth your time. Define the problem you are trying to solve, and see whether the proposed integration will solve it.
As with any new functionality, consider the specific problem you are trying to solve and whether the integration will work with your current applications and only require the right amount of technical support to run effectively.
Feedback from employees who have to work with newly integrated systems to complete their tasks is also important. Employees often identify problems in current workflows that senior management or technology teams have not.
Finally, assigning responsibilities and reviewing integrations, permissions, and technical changes is essential to ensure an appropriate service is offered in a smart, sustainable way.
How you use the existing software matters. Therefore, focus on the simplest way to get the tasks done that makes the most sense, rather than developing workarounds or new ways of doing things in separate applications.
