Author : Vikas Kumar
Director - Customer Experience, Espire | Sitecore MVP 2021
17/Nov/2019

Vikas is a Sitecore MVP who heads the Digital Experience Platform (DXP) initiatives at Espire. A skilled craftsman in competency building, Vikas is a go-to-CMS expert, known for designing & developing best practices, that consistently transforms digital journey for clients.


Sitecore CRM Connectors - Opening up a World for Integrated & Superior User Experiences

It has been long and successful journey for Sitecore - from being a robust and scalable content management platform to an integrated multi-channel engine with a suite of market-leading tools for managing and improving customer experience.

Marketers have the ability to customize user experience at the micro level with data gathered through every user interaction with businesses, and it helps them to drive personalization, marketing automation, testing & analytics.

While Sitecore is positioning itself as a versatile marketing tool, the truth is that the only way to truly reach a comprehensive view of customer interactions with your brand and use this information to deliver personalized content - is to integrate it with the CRM system.

Connecting User Experience

Customers connect with brands through various channels and it's important to unify data throughout, for seamless experience on each of your brand channels.

Data from Sitecore xDB can be extracted from Sitecore and shared with your other systems, such as Dynamics and Salesforce, and vice versa. It helps to update a Sitecore user profile based on your CRM data. This means you can maintain an up to date and consistent view of users in both systems and use that to influence the way you communicate with them online as well as offline.

CRM Connectors

Sitecore connectors are the latest integration tools from the WebCMS giant that allows for quick customization to fit specific organizational needs. Connectors are so built to allow the delivery of data and functionality to Sitecore. These connectors are highly usable, consistent, manageable and can be upgraded. Sitecore offers CRM connectors both with Salesforce CRM and Microsoft Dynamic CRM.

Sitecore CRM Connectors

Sitecore to Salesforce Connector/ Sitecore Connect for Salesforce

Sitecore Connect for Salesforce helps you combine Sitecore with Salesforce CRM or the Salesforce Marketing Cloud, to help you offer personalized experiences to your users. The Sitecore connector is primarily focused on exchanging profile information to and from the CRM system. This means that the connector lets you synchronize Sitecore experience profiles in Sales Cloud contacts. This bidirectional integration allows Sales Cloud contacts to sync back to Sitecore.

If additional aspects need to be synchronized, they can be made available in the system as 'properties' on contacts. Adding facets in Sitecore is part of the configuration, but it also requires some code changes to help identify facets. Additionally, the connector allows you to synchronize CRM tasks, assigned to the cloud sales contact, in the experience profile within Sitecore.

Sitecore Connect for Microsoft Dynamics

Integrating Sitecore and Microsoft Dynamics CRM can give marketers access to tools to make their jobs easier, while providing benefits to front-line employees. From this integration, you can gain detailed knowledge from customer visits to your website, as well as create new contacts and leads that you can leverage to target different visitor segments. Essentially, the integration of Sitecore and Microsoft Dynamics CRM helps you maximize the data, that your visitors have already provided, and apply this information in new ways - giving you the ability to deliver personalized, targeted experiences to customers.

Espire's Expertise in CRM connector Integration

Our experience in integration of Sitecore connector with both Salesforce CRM and Microsoft Dynamics, and our decade-long partnership with Sitecore, puts us in a leading position to help our prospective customers in smooth transition to connect their Sitecore CMS with their CRM systems.

We have successfully implemented the full workable solution as per contingent custom requirements and initial issues while implementing the connector for exchange of data between the two systems.

Some of the challenges that we have successfully resolved for brands, among others include:

  • Custom Setup
  • Custom field mappings
  • Rule based conditional mapping
  • Sync delta contact pipeline
  • Unique Contact Identifier
  • Managing Duplicate contacts
  • Merging contacts facets

We have helped businesses drastically reduce sync time from days to real-time. At a higher level, data can be integrated by mapping fields from Sitecore's xDB user table with appropriate fields in CRM. Therefore, you need to decide which data you wish to share between the two platforms. With right resources and enough time, you can start creating new acquisitions and continue to retain them by connecting the two platforms together, thereby increasing conversions and quality of leads.

Want to know more?

If you are interested to know more about how connecting Sitecore with CRM systems can help accelerate your customer experience strategy, drop us a line at marketing@espire.com

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Tags : Sitecore | Salesforce | Microsoft Dynamics | Customer Experience | CRM connector | Sitecore Connector | User Experience

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