Simplify360, a provider of social intelligence for businesses, has updated its system to allow integration with Salesforce.com. The integration will allow companies to export social media conversations to the CRM platform as leads or cases.
Simplify360 cofounder and Chief Operating Officer Sweta Sharma sees the integration as a way for companies to reach potential buyers and listen to existing customers. If someone is looking to buy a phone or find a good place for French food, she says, those are the kind of social media queries that can turn into sales opportunities. With the integrated platforms, companies will also be able to address customer service issues, by capturing complaints made on social media and creating cases with Salesforce.com to address customer issues.
While Salesforce.com's acquisition of Radian6 added social CRM to her company's portfolio, Sharma cited Simplify360's ability to handle 28 languages, as well as its flexible, customizable interface and ability to handle complex algorithms, as ways that the platform goes beyond Salesforce.com's existing social CRM capabilities. Simplify360 also has plans to make its product work with other CRM platforms.
"This is the first step toward some of the larger integrations we plan on doing," Sharma says. "We want the data to be flowing without manual interventions." The company has already carried out integrations for custom CRM systems, and is API-ready, which will allow "to-and-fro integration" with other systems. Targets for future integration include Oracle, Sugar CRM, and Microsoft Dynamics NAV. The company also plans on integrating with marketing automation companies, including Silverpop.
Simplify360 is banking on social data becoming an indispensible part of CRM systems in the future. "CRM integration helps bring sales and marketing teams closer," Chief Executive Officer Bhupendra Khanal told information technology news site ciol.com. "Simplify360 believes in enabling companies to transform themselves to become a social enterprise. This can only be achieved through proper integration of social media with their core business functions."
Response from beta testers has been positive, according to Sharma, who says that customer feedback was one reason the company is working quickly to integrate with other platforms. With services including social media listening, publishing, and analytics, Simplify360 counts enterprise companies, agencies, and customer support centers among its users. Clients not part of the beta testing will be able to sync their information with Salesforce.com shortly, she adds.