APIs & CRM: All About APIs Enabling The Integration Of CRM

By Dur-e-Sabih – Third-party integration is now considered essential in almost every CRM. The core purpose of this integration is to bring multiple platforms on one page, thus increasing business efficiency.

Let’s dig into this topic and extract more insights about APIs:

CRM Integration

For running a business, all of us use multiple tools. Managing each of these tools is challenging. Therefore, CRM integration makes it possible to connect all apps through CRM. Thus, managing various tools from a single platform becomes easier.


API – application programming interface is a tool that assists in connecting with other software. For instance, if your real estate CRM connects with an email platform, the API will provide centralized access.

In the case of an open-source API, a developer can integrate the CRM with every software even if the CRM does not offer its integration.

How do CRM APIs Make a Difference?

When you use a CRM API, your employees do not need to open a different tool for a different purpose. Be it a sales-related query, marketing campaign, or even billing info; all information is present on a single spot.

Role of APIs in CRM Integration

There are three types of APIs, each having a different purpose. These types include:

System APIs– they extract data from specific systems like getting information of shipping addresses when sending parcels.

Process APIs– here, multiple information sources are added into the CRM for helping customers. For instance, package tracking and delivery information.

Experience APIs– it is one of the most useful APIs as it combines multiple APIs for enhancing user experience. Like if all APIs are combined, information related to consumers will be available on a single page. Thus, helping the salesperson to make sound decisions.

Read: A brief guide to testing APIs and the tools involved

Benefits of Using a CRM with an Open Source API

Reducing cost and time is a common business secret. Thankfully, an integrated CRM lets us achieve this. Here is how:

  • Enhanced employee satisfaction

When employees feel the ease of working on a single platform with easy access to information, frustration reduces. Thus, achieving goals becomes easier, which in turn increases employee satisfaction.

  • Higher efficiency

Through integration, we can perform tasks at a rapid rate, which is otherwise a time-taking process. Thus, it increases efficiency and production.

  • Impeccable employee training

When things are on one page, training employees become easier. Without integration, different employees use different tools, thus adopting different ways of learning. However, CRM assists in training all employees at the same level.

  • Reduced risks

Chances of errors and redundancy automatically reduce with the presence of integration. It also reduces clerical errors arising from employee mistakes. These errors won’t be displayed in other departments.

Final Words

All in all, integration is imperative for every business, and the role of APIs is commendable. Without integration, CRM will not perform its full function. Businesses that are using CRM with maximum integrations are making the most of it.

So, what are you planning for? Upgrade your CRM today!


Dur-e-Sabih provides ghostwriting and copywriting services. Her educational background in  Accountancy helps her in tackling topics ranging from career and business productivity to web development, finance, and digital marketing.  She writes blog articles for Real Estate CRM.

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