Solution
CRM integration
A customer relationship management system, or CRM, is meant to be the one place that knows each customer. In practice the website, billing, support, and marketing tools each hold their own version. We connect them so that every fact is entered once and appears everywhere it is needed.
- 1,200+ clients helped
- Building since 2010
- 15 services, one team
- 50+ technologies
At a glance
What we build
We connect your customer relationship management (CRM) system, where customer records live, to the other tools that create or need those records.
Problems we solve
The customer record in the CRM disagrees with billing, the website, and support, so staff re-type details, chase the latest version, and trust none of them.
Who we serve
Sales, service, and operations leaders whose teams work across a CRM and several other tools, and owners who want one reliable view of each customer.
How to choose
Decide which system owns each piece of data first. Then connect the systems so that each fact is entered once and flows to where it is needed.
The problem
When the customer record disagrees with itself
A customer rings support and gives a new phone number. The sales tool still has the old one. Billing has a third. Marketing writes to an address that was corrected a year ago. Everyone is working from a record, and the records do not match.
The cost is not only wasted time. Wrong details lose sales, send invoices to the wrong person, and make a company look careless. Staff stop trusting the CRM, which makes the problem worse, because they keep private copies.
Connecting the systems fixes the cause. Done well, it removes re-typing, keeps the records in step, and gives managers one source for pipeline and revenue figures.
How we solve it
One customer record, many connected tools
One customer record connected to: Website forms: Inquiries arrive as records, not emails.; Billing: Invoices and payments update the account.; Support: Agents see the full history.; Marketing: Lists and campaigns use current data.; Accounting: Customer and invoice details match.; Reports: Pipeline and revenue come from one source..
- Website formsInquiries arrive as records, not emails.
- BillingInvoices and payments update the account.
- SupportAgents see the full history.
- MarketingLists and campaigns use current data.
- AccountingCustomer and invoice details match.
- ReportsPipeline and revenue come from one source.
- Systems we build
- Integration PlatformsAPI IntegrationsWorkflow Automation
- Often built with
- HubSpotSalesforceStripeZapierMake
Patterns
How should the data flow?
There are a few standard ways to connect a CRM. The right one depends on how fresh the data must be and how many systems write to the same fact.
What do you need the connection to do?
Choose this when
Web forms, orders, or sign-ups should appear in the CRM, and nothing needs to flow back.
- What you get
- A simple, dependable one-way connection that creates or updates the record.
- Keep in mind
- Check for duplicates, or the same person will appear twice.
Choose this when
Both the CRM and another tool, such as billing, change the same customer details.
- What you get
- A two-way sync with a rule for which system wins when they disagree.
- Keep in mind
- Without a clear rule, changes overwrite each other in loops.
Choose this when
A deal closing should start onboarding, or a payment should update the account at once.
- What you get
- Event-driven connections that act on the change as it occurs.
- Keep in mind
- Build in retries and alerts, because a missed event is a missed customer.
Choose this when
Many tools need to share customer data, and point-to-point links would multiply.
- What you get
- A central integration layer that each tool connects to once.
- Keep in mind
- It becomes a critical system, so it needs an owner and monitoring.
Platforms
Working with the CRM you have
Suits
Marketing, sales, and service in one place, popular with growing businesses.
- Watch for
- Plan limits on connections and data volume, and costs that rise with contacts.
Suits
Large or complex sales processes and heavy customization.
- Watch for
- Strict limits on how often it can be called, and custom fields that need mapping.
Another CRM
Suits
Industry-specific and smaller systems, many of which offer a standard interface.
- Watch for
- Check what the vendor allows before designing the connection.
No CRM yet
Suits
Teams in spreadsheets who want to start with the connections in mind.
- Watch for
- Choose the CRM against the systems it must join, not only its features.
What it looks like
What a connected customer system looks like
After integration, a customer's record is fed by every tool that touches them, and the CRM view shows one current picture.
What you get
What a connected CRM delivers
One record
- Agreed ownership of each customer field.
- Duplicate handling and a clean starting data set.
Connections
- Website forms, billing, Stripe payments, support, and marketing linked to the CRM.
- Automation of follow-up from CRM events.
Reliability
- Retries, alerts, and logs for every flow.
- A way to replay a failed update.
Reporting
- Pipeline and revenue figures from a single source.
- Documentation your team can follow.
How we do it
From mismatched records to one connected system
Map where the data lives
We list every tool that holds customer details and which fields each one owns.
What it produces
- System map
- Field map
Decide the rules
For each field, one system is the source of truth. We write down what happens when two disagree and how duplicates are matched.
What it produces
- Ownership rules
- Matching rules
Build and test the connection
We build the flows, test them with real examples, and check edge cases such as merged accounts and missing fields.
What it produces
- Working connections
- Test cases
Clean, switch on, and watch
Existing records are cleaned and matched, the connection is switched on, and failures raise an alert.
What it produces
- Cleaned data
- Monitoring
- Runbook
Common questions
Questions about connecting a CRM
Which system should be the source of truth?
It varies by field. The CRM often owns contact and deal details, billing owns invoices, and support owns tickets. We agree this with you before we build.
Can you connect the CRM we already use?
Usually, yes. Most CRMs offer a standard way to connect. We check the limits of your plan and the platform before we design.
What about the duplicate records we already have?
We clean and match them as part of the work. Connecting a messy data set only spreads the mess faster.
Do we need custom code, or will a no-code tool do?
Many connections are well served by a no-code platform. We recommend custom code only where volume, rules, or reliability need it.
How do we know it keeps working?
Every flow logs its runs and raises an alert on failure, and we can review the logs with you on a schedule.
Have a different question?
Tell us what you are weighing up and we will answer it plainly.
Ask a questionAlready a client? Email support@dechytech.com
Technical depth
How we build CRM connections
For your developers and IT lead: our choices on interfaces, reliability, identity and matching, and choosing the tool, and the reasoning behind each.
Systems talk through an API, short for application programming interface, which is a defined way for one program to ask another for data or send it. We use each platform's supported interface and respect its call limits.
- Updates are designed to be repeated safely, so a retry never creates a duplicate.
- Webhooks, which are automatic messages a system sends when something changes, are verified and queued, so a spike in traffic does not lose events.
- A dead-letter store keeps failed updates for inspection and replay.
- A stable key links the same customer across systems, usually the CRM record identifier.
- Matching rules compare email, company, and other fields, and send doubtful matches to a person.
Tell us where your customer records disagree
Describe the tools that hold customer data and where the details drift apart. We will map the flows and outline the first connection.