WhiteRock Home
Salesforce Partner
Get Expertise
a
M
Cultivating Connected Customer Experiences

Cultivating Connected Customer Experiences

CRM, Integration, Salesforce, WhiteRock Value

Connected Customer Experience

Cultivating truly connected customer experiences is no longer a nice-to-have; it’s a business imperative. According to Salesforce’s State of the Connected Customer report, customers expect seamless, personalized, and consistent experiences across every interaction and channel.

Customer experience remains one of the strongest competitive differentiators for attracting and retaining customers. Today’s connected consumer values meaningful brand relationships and expects companies to know them, not just sell to them. Research shows that over 80% of customers say the experience a company provides is as important as its products or services.

The Rising Bar for Connected Customer Experience

The pressure is on: while 73% of customers now say companies treat them as unique individuals (up from 39% previously), many still feel companies aren’t using their data to deliver real value. Only 49% of customers believe companies use their personal information in ways that benefit them.

Customers expect to be recognized as individuals with unique needs, preferences, and histories, whether they’re interacting via email, chat, phone, or in-person. They also want companies to engage with them at the right moment, through the right channel.

A truly connected customer experience integrates data and touchpoints across the organization, allowing every team – from sales to service to marketing – to act in sync. This level of alignment turns fragmented, frustrating experiences into smooth, personalized interactions that build loyalty.

How to Build Exceptional Connected Customer Experiences

Delivering personalized customer experiences requires intentional action. Companies that implement cross-channel strategies create consistency across every department that touches the customer, from initial inquiry through ongoing service and support.

Break Down Data Silos to Unlock Customer 360

Disconnected systems and siloed data make it nearly impossible to deliver a cohesive experience. The first step is organizing your data architecture around the customer, creating a unified Customer 360 profile accessible to your entire team.

When data flows freely between systems like your CRM, ERP, and marketing platforms, your teams gain full context for each interaction. With centralized customer data, you eliminate confusion and empower your staff to deliver proactive, relevant, and highly personalized service.

Integrated systems not only enhance the customer experience but also drive internal efficiency. When your team no longer wastes time chasing down scattered data, they can focus on building stronger customer relationships. In fact, 83% of customers say they’re more loyal to companies that provide consistent experiences across departments.

Use AI to Personalize Customer Interactions at Scale

AI-powered tools, like Salesforce Einstein and Service Cloud AI, are transforming how companies create connected customer experiences. AI can analyze historical interactions, customer preferences, and behavior patterns to guide service reps in real time, suggest next-best actions, and even automate routine communications.

Rather than replacing the human touch, AI helps your team deliver more empathetic, relevant, and timely interactions – at scale. Features such as AI-powered chatbots, intelligent case routing, and predictive service help streamline operations while improving customer satisfaction.

However, customer trust in AI remains a work in progress. Only 42% of customers currently trust businesses to use AI ethically, while 71% are increasingly protective of their personal information. Companies that lead with transparency, clear communication, and responsible AI practices will have a competitive edge.

Why Salesforce is the Foundation for Connected Experiences

Salesforce remains the leading platform for creating seamless, connected customer journeys. Its Customer 360 approach brings together data across sales, service, marketing, and commerce into one unified system, turning vast amounts of customer information into actionable insights.

With Salesforce, companies can:

    • Break down departmental data silos
    • Personalize every customer interaction
    • Automate processes for greater efficiency
    • Deliver real-time, AI-powered service and support
    • Build long-term customer loyalty

WhiteRock: Your Salesforce Partner for Connected Customer Success

At WhiteRock, we help organizations design, build, and optimize connected customer experiences on Salesforce. As a Salesforce implementation partner, we bring deep expertise in CRM integration, marketing automation, and AI-powered customer experience solutions.

We start by understanding your business goals, processes, and challenges, then map out a plan to configure Salesforce in a way that fits your unique needs, not a one-size-fits-all approach. As your business evolves, we stay alongside you, continually refining your CRM and related systems to ensure long-term success.

Whether you’re breaking down data silos, integrating new platforms, or implementing AI-driven service tools, WhiteRock can help you deliver the connected experiences your customers expect.

Reach out to us at learnmore@whiterocktech.net or via the form below to start the conversation.

Originally published November 2022. Updated with fresh insights June 2025.

Learn more about cultivating connected experiences for your customers

Tell us a little bit about you and we'll send you free tips to give your business a customer experience boost

Salesforce Integrations Unleashed

Salesforce Integrations Unleashed

Integration, Salesforce

salesforce_integration

In today’s dynamic business world, Salesforce stands as a powerhouse for building lasting customer relationships. Yet, its true potential shines when seamlessly integrated with other business applications. Here’s why Salesforce integrations are a game-changer:

 1. Symphony of Connectivity:

Salesforce integrations break down departmental silos, creating an interconnected ecosystem that enhances collective efficiency across various business functions—from marketing and customer service to finance and HR.

 2. Elevating Customer Experience:

By consolidating data from different touchpoints, integrations provide a 360-degree view of the customer. This empowers teams to anticipate needs, address concerns promptly, and offer personalized solutions, fostering loyalty and long-term relationships.

 3. Boosting Operational Efficiency:

Integrating Salesforce with other tools like ERP systems and project management platforms streamlines processes, eliminates manual tasks, and accelerates workflows. This frees up time for strategic initiatives, ultimately increasing productivity.

 4. Future-Proofing Your Business:

Salesforce integrations offer flexibility for scaling and adapting to evolving business needs. Whether incorporating AI or integrating with third-party applications, Salesforce ensures your CRM system stays at the forefront of technological advancements.

Conclusion:

Salesforce integrations aren’t just about connectivity; they’re about transforming a CRM into a comprehensive business solution. By embracing this power, businesses can break free from constraints, enhance customer experiences, boost efficiency, and future-proof their operations. Unlock the potential of Salesforce integrations and stay ahead in the competitive landscape.

Why WhiteRock?

With the right partner of Salesforce experts that you can trust and count on, your integration can be greatly simplified and you can feel confident in your new and improved single source of truth. We bring our knowledge of marketing and sales flows, digital transformation, and what “parts to order” for your business into this partnership. At WhiteRock, we take the time to understand your needs and map out a plan to optimize the right solution. As your organization changes over time, you have us to keep your systems aligned. We support you and set you and your systems up for success. 

WhiteRock has the experience needed to help fine-tune your complex processes through highly accountable change process flows related to improvements in your CRM and related systems. Reach out to us at learnmore@whiterocktech.net or via the form below!

Originally published on LinkedIn.

Integrating Your Tech Stack One Bite at a Time

Integrating Your Tech Stack One Bite at a Time

CRM, Integration, Salesforce

Fully integrating your systems is a process – and trying to integrate everything everywhere all at once can create quite a mess. So, where should you start? To navigate this integration maze successfully, it’s essential to adopt a step-by-step approach, focusing on each pillar of your business one at a time. Let’s delve deeper into a comprehensive roadmap for integrating your entire tech stack seamlessly.

Crafting Your Integration Strategy

Developing a robust integration strategy is the cornerstone of success in unifying your tech stack. Begin by articulating clear objectives and defining what success looks like for your integration initiative. Consider the following questions:

  • How will integration align with and contribute to your organization’s overarching goals?
  • What specific ROI metrics do you aim to achieve through integration efforts?
  • How will integration streamline workflows and enhance collaboration across departments?

By answering these questions thoughtfully, you can establish a cohesive strategy that aligns with your business flow and lays the groundwork for seamless integration.

Pillar-by-Pillar Integration Approach

Take a moment to think of the pillars of your business. Let’s explore each pillar with a goal of connecting a single system at a time to push and pull data in and out of your central CRM hub.

Administration Integration

  • Identify the primary administrative tool within your organization, such as an ERP system or accounting software.
  • Establish seamless integration with your CRM platform to ensure a centralized repository of customer data, financial records, and operational insights.
  • Automate data sync processes to eliminate manual entry errors and enhance data accuracy.

Operations Integration

  • Evaluate operational tools and platforms utilized for project management, task allocation, and order fulfillment.
  • Integrate these systems with your CRM to enable real-time visibility into project status, inventory levels, and customer interactions.
  • Implement bi-directional data synchronization to facilitate information flow between systems and empower decision-making.

Marketing Integration

  • Assess the marketing automation tools and analytics platforms employed by your marketing team.
  • Integrate these systems with your CRM to create a unified view of customer interactions, campaign performance, and lead generation efforts.
  • Leverage integrated data to personalize marketing campaigns, track conversion metrics, and optimize marketing spend.

Sales Integration

  •  Explore sales enablement tools, prospecting platforms, and customer relationship management solutions utilized by your sales team.
  • Integrate these tools seamlessly with your CRM to streamline lead management, opportunity tracking, and sales forecasting.
  • Enable data enrichment to provide sales representatives with actionable insights and personalized engagement strategies.

Continuous Optimization and Innovation

Integration is an iterative process that requires ongoing monitoring, optimization, and innovation. By regularly soliciting feedback from end-users, you can identify pain points and areas for improvement within the integrated ecosystem. Stay abreast of emerging technologies and industry best practices to ensure your tech stack remains agile and adaptable to evolving business requirements.

So, if you find yourself asking, “How do I integrate my entire tech stack?”, remember to take it…

One Bite at a Time!

By adopting a methodical, pillar-by-pillar approach to integration, organizations can unlock the full potential of their tech stack and drive sustainable growth. From administration to sales, seamless integration fosters efficiency, collaboration, and data-driven decision-making. Embrace integration as an ongoing journey of optimization and innovation, and position your organization for success in the digital age.

If you’re ready to take this next step in your integration journey and could use some support to get up and running, our team at WhiteRock is here for you and ready to chat.

      Bring It Together With a Salesforce-ERP Integration

      Bring It Together With a Salesforce-ERP Integration

      CRM, Integration, Salesforce, WhiteRock Value

      Salesforce ERP Integration

      For a successful sales strategy and toolset, integrate your Enterprise Resource Planning (ERP) system with Salesforce. By bringing these two key business tools together, you extend the capabilities to optimize the business process flows that reflect how your business serves its customers and prospective customers.

      Many companies navigate day-to-day work by leveraging both their CRM system and their ERP system separately. Below, you will find a few approaches bringing your two most powerful customer data tools together through a Salesforce-ERP integration and the associated benefits.

      3 Approaches to Integrating

      How your company chooses to approach integration efforts depends heavily on your needs, your technical expertise, and your IT budget. Let’s explore these 3 together.

      1. Build Your Salesforce-ERP Integration From Scratch

      If your organization has a deep technical understanding, you may choose to manually register your data from one system to the other. Keep in mind that building from scratch takes a lot of time, money and resources to be successful. If your organization finds the trade off of added control and customization worth it, this approach may be worth exploring.

      With this approach, it never hurts to consult with a partner to consider the pros and cons of an investment in building this yourself. At WhiteRock, we can certainly tailor a solution for your needs, though we rarely face use cases that are so unique that they haven’t already been resolved in our current target customer market space.

      2. Utilize a Connector

      Salesforce offers purpose-built connectors that can directly connect your Salesforce account to another system like your ERP system. These are limited to the more popular ERP platforms like Oracle ERP and Microsoft Dynamic ERP. Therefore, your options for this approach may be limited based on your system.

      In most cases, utilizing a connector will do the trick for the best price. However, there are a few limitations that we’ll want to discuss to ensure you are accomplishing what you hope to. When fewer endpoints are needed to sync and no future change is anticipated, then we will recommend this solution type.

      3. Buy an ERP Integration Platform (iPaaS)

      An integration platform as a service (iPaaS) is an application that helps connect your IT environment and manage your integrations. iPaaS solutions go beyond what connectors offer with the capability to build multiple integrations and have several use cases. These tools provide seamless integration, automatic data sharing, and error control with a wide range of features and prices to fit your needs. 

      This approach is typically the best fit for our customers. Some of these tools can be pricey but the benefits of a cost effective solution will provide the most dynamic, customizable, and maintainable solution.

      Benefits of Integrating

      A Salesforce-ERP integration can bring major benefits to your organization. Better customer experience, simplified decision-making, increased efficiency, improved data quality and reduced risk of error are just a few improvements that you may notice after choosing to bring these systems together.

      Provide a Better Customer Experience

      There’s nothing quite like having a crystal clear overview of your customer’s journey. By integrating Salesforce with your ERP system, you will gain an accurate 360-degree view of customer data across your organization. This will allow your team to serve customers in a more personalized way thanks to access to reliable up-to-date information. Providing this single source of customer truth leads to improved customer satisfaction, allowing your customer to feel seen and heard. Bringing the accurate pricing power of your ERP system together with fast quoting capabilities of your Salesforce CRM also elevates your customer service.

      Simplified Decision-Making

      Enhance your decision-making process by integrating Salesforce with your ERP system. When you bring data from across your organization together, you access a true 360 view of your real-time business health. This level of visibility also serves to improve the internal decision making capabilities key to getting ahead of the competition.

      Enjoy Increased Efficiency

      Another major benefit of integrating these two essential systems is an increase in team productivity stemming from ease of access to important customer and sales information. When your sales team can see inventory levels from your ERP system from within Salesforce for example, they get back that time previously spent switching systems. With all information from activity and sales history to credit limits brought together, team collaboration and communication across departments is greatly simplified. Less time is needed to search for accurate information when you have a single source of data truth to rely on. Integrating your systems provides you with an end-to-end view of business processes from order placement to delivery.

      Improve Data Quality & Reduce Risk of Error

      Speaking of your single source of data truth, the power of Salesforce allows you to automate data management tasks to ensure absolute accuracy. Manual data entry, especially when being conducted in two separate systems has a significantly greater chance of error. By integrating your systems, you open up a world of automation possibilities to make it even easier to keep your data clean and reliable. Reducing or eliminating errors can play a big-time role in helping your organization save money.

      Are You Ready to Integrate?

      As you consider your own integration journey and how the benefits could impact your business, be sure to consider whether a partner like WhiteRock could help make this a painless and worthwhile endeavor. No matter which approach you choose, we are here to help and have the experience with this process to ensure your integration goes smoothly and successfully.

      Why WhiteRock?

      With the right partner of Salesforce experts that you can trust and count on, your integration can be greatly simplified and you can feel confident in your new and improved single source of truth. We bring our knowledge of marketing and sales flows, digital transformation, and what “parts to order” for your business into this partnership. At WhiteRock, we take the time to understand your needs, and map out a plan to optimize the right solution. As your organization changes over time, you have us to keep your systems aligned. We support you and set you and your systems up for success. 

      WhiteRock has the experience needed to help fine-tune your complex processes through highly accountable change process flows related to improvements in your CRM and related systems. Reach out to us at learnmore@whiterocktech.net or via the form below!

      The Benefits of Integrating Seamless.ai with Salesforce

      The Benefits of Integrating Seamless.ai with Salesforce

      CRM, Integration, Salesforce

      Does your sales team leverage tools like Seamless.ai for prospecting efforts? If so, integrating your prospecting tools with your Salesforce CRM is a great way to bring your lead insights to the next level! This integration harnesses the strengths of both platforms, creating a seamless workflow that can significantly boost sales performance. Let’s delve into the key benefits of this integration.

       

      #1. Enhanced Data Accuracy

       

      One of the primary advantages of integrating Seamless.ai with Salesforce is the improvement in data accuracy. Seamless.ai is renowned for its robust data-gathering capabilities, which provide sales teams with up-to-date and accurate contact information. When this data is automatically synced with Salesforce, it ensures that the CRM contains reliable and current information. This reduces the chances of errors, such as contacting outdated leads or missing out on potential opportunities.

      #2. Increased Productivity

       

      Time is a precious commodity in sales. Integrating Seamless.ai with Salesforce allows sales professionals to save valuable time that would otherwise be spent on manual data entry and lead research. Seamless.ai’s ability to automatically enrich leads and contacts within Salesforce means that sales teams can focus more on selling rather than administrative tasks. This boost in productivity can lead to increased sales and a more efficient sales process.

       

      #3. Better Lead Generation

       

      Seamless.ai excels at finding high-quality leads. By integrating it with Salesforce, sales teams can leverage Seamless.ai’s advanced algorithms to identify and import the best leads directly into their CRM. This seamless flow of lead information ensures that sales teams are always working with the most promising prospects, thereby increasing the likelihood of closing deals.

       

      #4. Streamlined Workflow

       

      Integrating Seamless.ai with Salesforce creates a unified platform where all sales activities can be managed efficiently. This streamlined workflow eliminates the need to switch between different tools and platforms, thereby reducing complexity and increasing ease of use. Sales teams can access all the necessary information and functionalities from a single interface. This enhances their overall productivity and effectiveness.

       

      #5. Improved Sales Insights

       

      With Seamless.ai feeding real-time data into Salesforce, sales managers gain better insights into their team’s performance and the overall sales pipeline. This integration allows for more accurate forecasting and reporting, as the data within Salesforce is continuously updated. Managers can make more informed decisions, strategize effectively, and adjust their sales tactics based on up-to-date data.

      #6. Enhanced Collaboration

       

      Salesforce’s collaboration features, combined with Seamless.ai’s rich data, foster better teamwork within sales departments. Team members can easily share insights, leads, and updates, ensuring everyone is on the same page. This collaborative environment can lead to more coordinated efforts and a stronger overall sales strategy.

      Leveraging a Salesforce Partner Like WhiteRock

       

      While the benefits of integrating Seamless.ai with Salesforce are clear, the process can be complex and requires careful planning and execution. This is where leveraging a Salesforce partner like WhiteRock can make a significant difference.

      WhiteRock specializes in Salesforce implementations and integrations. Our expertise ensures that your integration of Seamless.ai with Salesforce is done seamlessly and efficiently. We bring you valuable guidance on best practices, customization, and optimization. Our team will help ensure that the integration aligns perfectly with your business needs. Additionally, WhiteRock offers ongoing support and training, ensuring that your sales team can fully leverage the combined power of Seamless.ai and Salesforce.

      Integrating Seamless.ai with Salesforce offers numerous benefits, including enhanced data accuracy, increased productivity, better lead generation, streamlined workflows, improved sales insights, and enhanced collaboration. Empower your sales team to reach new heights by plugging your sales tools into your CRM and unlocking your sales growth potential. By partnering with an experienced Salesforce partner like WhiteRock, your business can maximize these benefits and achieve a seamless, powerful integration that drives sales success.

      The Relationship Between CRM and Accounting Systems

      The Relationship Between CRM and Accounting Systems

      CRM, Integration, Salesforce, WhiteRock Value

       

      How can a CRM system be beneficial to produce performance changes in your sales process without the accounting history of your accounts and contacts?  I strongly believe that it is not possible.  As Salesforce has evolved from a CRM platform to a platform to integrate all systems to your customers and prospective customers, the transformation of a common, simple view of all data in one place has never been more important.  Integrating accounting transaction history, credit limits, and other key data in the accounting system to the CRM account/contact view in Salesforce or any CRM drives a faster pace for decision making and simplicity.  On this topic, I want to share four examples of the value of integrating your CRM and accounting systems and then conclude with a suggestion for you to consider for your organization.

      Example 1 – Knowing the “flight path” of your buyer’s journey to a sale promotes a healthy forecast for your whole organization

      The days of flying by the seat of your pants in sales are ending and have evolved into a sales process that can be executed consistently by all sales team members.  The result is relevant sales activity is captured quickly, easily, and affordably by sales deal stages in a CRM system.  Over the last several years and peaking in 2020, the sales efforts must be quantified and organized for understanding and forecasting the predicted sales timing and dollar amount.  When this flow of work is consistently input by all sales team members, then revenue and cash flow will be known and can build a revenue forecast that can be relied upon.  When the sales team has this insight along with current customer sales history, credit limits, terms, and product/service lines used, the sales team will have all the valuable data needed to support their newest sales and find common characteristics to continue to guide their success.

      Example 2 – Accrual vs Cash basis of sales opportunities

      I mentioned in Example 1 how the days of flying by the seat of your pants in sales are obsolete.  What this means is working on your sales deals and not tracking the progress of that deal.  When this happens, a sale technically is only known when the deal closes.  From an accounting perspective, if you do not accrue expenses and only book when the expense is paid, this is the cash basis method.  Therefore, the same holds true in tracking deals in the CRM system.  If you are not tracking sales progress in the sales process, this is equal to a cash basis sales approach.  We do not have forecast or prediction capabilities until the sale is closed.  Organizations need to “accrue” their sales process just as the accounting system accrues expenses and other events that are recognized but paid or closed yet.

      Example 3 – Valuing the importance of information in the CRM and accounting systems equally

      One thing is for sure:  you cannot prepare a correct tax return for the organization without an exact and organized accounting system.  The same is true about the sales process:  if the sales activity is not organized by sales stage from learning about the prospect’s interest to the sale close, then there is not a reliable forecast of revenue and cash flow that can be used to capture the whole picture accurately of the business performance.

      Example 4 – How and what to integrate between CRM and Accounting

      If I have convinced you of the importance of integration, then the next step is how to integrate and what to integrate between your CRM and accounting systems.  First, how?  Depending on what CRM and accounting system is in place, there are dozens of solutions usually.  If your team does not have the experience and skillset for this, then there are many innovation and technology companies that can help.  Certainly, our firm can help.  Second, what?  This depends; but for sure at a minimum, you need insight into sales history, quotes, and other specific information like past due status, credit terms and credit limits are important.  All these components from accounting need to be displayed on the account view.

      I will finish with this:  if you believe that integrating your CRM and accounting systems is valuable but you cannot achieve this without help, then call me.  And, if you do not believe this and don’t care to achieve this then I want to know why, so call me.  Having a solid integration between these two so systems will unify your information systems, enable faster decision making, and better experiences for all of your folks and your customers and future customers.