You might have to integrate the learning management system with your existing or new software to share the data. Things would get challenging if the LMS were incompatible with your setup and other third-party software. Thus, when companies buy an LMS, they will certainly look for the software integrations it offers. Some common integrations include social media, APIs, CRM, CMS, and single-sign-on integration. Out of these, CRM-LMS integration is considered to be one of the most significant ones. In this post, let’s examine this integration’s characteristics and potential benefits for your company.
What is CRM software?
Customer relationship management (CRM) software includes a wide range of tools to handle various crucial company operations, including the management of lead generation, sales automation, client relations, and client data. Your clients or business partners engage with your company in various settings and ways. It might occur in emails, social media, sales calls, etc. Data pertaining to each of those encounters is gathered centrally by the CRM software. CRM enables you to plan your sales strategy effectively, boost sales, comprehend consumer behavior, and cultivate strong customer bonds. Undoubtedly, one of the most crucial software utilized by all types of businesses is CRM software.
What is an LMS?
A learning management system is a tool that facilitates the production, administration, and distribution of training content. It compiles all the learning resources in one location. An LMS is used by a lot of businesses to improve the learning experiences of their employees. Some of an LMS’s greatest features are on-the-go learning, tracking and monitoring features, automatic analytical reports, automated notifications, and alerts. It can help corporations to deliver essential training programs to learners. Certain LMSs offer gamification features to improve user experience and make the course more entertaining and engaging. To promote employee involvement, you can also create communities on the LMS. Additionally, it can make collaboration possible.
What is CRM-LMS integration?
Your LMS has your customer, employees, and partners’ data on their learning behavior and preferences. On the other hand, your CRM has your client’s and partner’s data which helps you close more deals. Combining these two databases gives you a better chance of driving sales. One prime example of this integration would be using Docebo for Salesforce CRM software. Salesforce is one of the most used software, and Docebo is among the top learning management systems being adopted by organizations today. When combined together, they bring a powerful tool that may help organizations succeed. The main advantage of integrating CRM and LMS is that customer activity recorded in one system can trigger actions in the other. For example, suppose someone enrolls in your customer training program. You get all their essential details on the LMS. Once you get this data, your CRM can send an automated marketing email to the customer. Let’s see some use cases to understand how the integration can help you.
Educate your potential customers
This use case is similar to the one we discussed a while ago. Let’s say non-customer tries to download your tutorial leaflet or tries out your demo. With the CRM software, you’ll immediately get information related to their interest, their email ID, etc. By using this data, the system will trigger an action to send an email regarding the customer training program.
CRM records information regarding your customers, such as what and when they purchased your product or service, why they did so, and how often they called your customer care. All of these inputs, when sent to the LMS, can be used to generate learning paths and develop customized customer training suggestions.
You can use the LMS with CRM integration to help your partners learn about your product or service better. You can give them certification and use it as a trigger to send marketing emails that’ll help you retain them as your partners.
Benefits of an LMS with CRM integration
Here are some advantages you can experience with an LMS compatible with your CRM software.
Amplify sales and marketing opportunities
Your sales and marketing efforts have to align with each other for better results. As mentioned earlier, you can send marketing emails to your customers looking for a tutorial or demo. It helps you nurture your leads which is more important than developing new leads. The best part is that you don’t have to sit in front of a computer and do these administrative tasks manually. One action in the CRM will trigger another in the LMS and vice-versa, saving a lot of your time.
Customer data is currently the most important thing to any business. Businesses can do targeting advertising; it is all thanks to the data that they collect. Analyzing vast amounts of customer data takes a lot of work. It will become more complicated if the data is in different databases. Integrating your LMS with CRM software will gather all your data in one place, allowing you to analyze it quickly.
Easy analytical reports
Since the data is gathered in one place, you don’t have to skim through multiple databases to analyze your customer’s behavior. You get automated reports that you can use to formulate your strategy. By integrating the data from both systems, you can retrieve precise data, like a list of customers who bought more of your product after watching a particular tutorial.
Improve customer experience
Not being able to use a product or service is one of the reasons why people fail to enjoy the benefits you promise. Imagine a customer is trying to figure out how to use your product. You immediately send an email to your customer with a short course related to their query. They watch it and can use your product correctly. With all the data, you can give them a better service and retain them for a long time.
Close more deals
LMS-CRM integration will help you tremendously in lead nurturing once you get a lead from the CRM or the LMS and turn the lead into a customer. Hence, the integration of data helps you close more deals.
CRM-LMS integration is one of the essential integrations your LMS should have. When buying an LMS, make sure you ask the vendor if the LMS is compatible with your CRM. The vendor should be able to help you implement the integration successfully. I hope this article will help you make an informed decision.