API considerations in CRM vendor selection

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WHITE PAPER

API considerations in CRM

vendor selection

A comparative analysis on the most

integration friendly CRM solutions

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INTRODUCTION

A CRM solution brings together the sales, marketing, and customer service functions of an organization and can serve as a permanent database of record for the entire customer life-cycle; from the first contact of a potential client through purchase and post-sale support. Recognizing that each organization is different, commercial and open source CRM solutions allow for customization and configuration to meet the needs and the requirements of the business. However, to operate seamlessly with other applications in the enterprise, the CRM needs to integrate into a company's existing business processes. This often overlooked but critical aspect of selecting a CRM solution can be the most difficult and complex part of its implementation.

This white paper compares leading CRM solutions on the basis of their API readiness: included, not included, or not included/open source. It also provides recommendations for additional integration friendly features and some practical tips for choosing the best integration friendly CRM solution.

What makes a CRM solution integration friendly?

The ability of an application to communicate with other software programs is a frequently overlooked attribute when companies evaluate CRM vendors for their business needs. An API is a communication interface provided by an application to enable interaction with other business applications and is a general indicator of a program's ability to share critical data across the enterprise to facilitate its business processes.

An API facilitates data exchange between the application that is implemented and other solutions in the business process chain. A CRM's API helps the solution provider by defining a protocol for requesting services (data) from that application. It can also provide the client with an added level of comfort that the application can be integrated seamlessly, without extraordinary development effort, with the rest of their business processes. Solutions without API support can be difficult to integrate into existing business processes if automated information exchange with other applications is a requirement. The assumptions for this analysis is that such integration is a requirement and thus those not having API support were automatically rated as not being integration friendly.

CRM categorization based on API

presence/absence

1.1. CRMs with API

Our analysis identified the most integration friendly CRM solution using a scoring scale from 0 - "not friendly" to 5 - "very friendly".

Topping our list of CRMs, all with a maximum score of 5 and with API support are: Microsoft Dynamics CRM, NetSuite, SAP, Oracle Siebel, Salesforce.com, and Sage. In addition, nearly all of these top 5 solutions have extensive developer programs, online communities, and provide no-cost trials of the products.

The following table provides a comparison of the results:

CRM Profile _{Developer Program}Has Complex Provides Trial _{of Product} Friendliness

Score Microsoft Dynamics

CRM Yes Yes 5

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SAP - Yes 5

Oracle Siebel - Yes 5

Salesforce.com Yes Yes 5

Sage Yes Yes 5

Zoho - Yes 3.5 EbSuite - Yes 3 Soffront - Yes 2.5 InsideSales.com - Yes 2.5 Infusion - Yes 2 C2CRM - Yes 2 Leads360 - Yes 2 Amdocs CRM - - 0.5 Aplicor - - 0.5

FrontRange GoldMine - Yes 0.5

FreeCRM - Yes 0.5

Note: This analysis was made between February – March 2010, based on the vendors’ websites and on publicly available documentation.

Integration friendliness scores based on the following criteria:

Lowest scores: vendors indicate API support but offer no additional details

Medium scores: vendors who provide API support for specific functions but with limited documentation

Highest scores: vendors who provide API support for all functions backed with extensive documentation and support services.

1.2. Open source CRMs

Open-source CRM platforms are ideal for companies that are searching for the most cost-effective solution since there are no upfront fees or licensing costs. Open source CRM platforms also allow for vendor independence. Product information, support and underlying source code are available on the

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web and in some cases user groups. Finally, future customization, to support business growth and expanded needs, can be addressed on- demand rather than waiting for vendor release cycles.

The following is a list of the leading open source CRM platforms. Being “open”, these platforms are given the maximum score for developer friendliness.

 SugarCRM  OpenCRX  Hipergate  Compiere  Vtiger 1.3. CRMs without API

We also found two CRMs that failed our “API Exam” by not having this feature, thus not being at all integration friendly.

 Commence

 eSalesTrack (provides trial of product)

Practical tips for choosing the best integration

friendly CRM

Choosing an integration friendly CRM solution can bring you major benefits:

 Cost savings;

 A solution perfectly adapted to your business;

 Improved customer experience;

 Faster, better ROI.

But how do you choose your CRM solution making sure that it is the best and most integration friendly for your business? Here are some practical tips:

The CRM solution you consider choosing should have a developer program, offering all the tools, and the information the programmers need in order to build new features and innovate;

Further, the CRM application should include integration solutions and even integration options with other providers. For example, a partnership with another provider that has a strong platform would be a sign that the solution is integration friendly.

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Conclusions

Choosing a CRM solution with API support will help you realize the benefits of an integrated solution uniquely customized for your business. Up front analysis and scope definition of your current and future requirements is a critical first step. Some hints to help you:

 Use our analysis as a head start to guide your CRM vendor selection;

 Determine the necessary resources required to implement each of your preferred CRM solutions;

 Consider the top five we noted and the marks we gave to those CRM solutions; Also,

consider the needs and the requirements of your business.

About the author

OSF Global Services delivers the technologies, customization and experience that help online retailers expand business globally, increase conversion rates and enable their webstore. Our forte is customizing and seamlessly integrating ecommerce environments, from the webstore to legacy applications to front-end and back office systems. Headquartered in Quebec, Canada, OSF has offices in the U.S., France, Germany, Italy, UK, Romania and Ukraine.

For information on how OSF Global Services can help with your ecommerce requirements, please contact us at [email protected], call us at (888) 548-4344, or go to www.osf-global.com.

API considerations in CRM vendor selection

WHITE PAPER