Bridging the Gap Between Salesforce and Other Line-of-Business Systems

Salesforce Integration

Integrating different systems is more than just implementation.

Many customers use powerful sales and marketing automation software, like Salesforce, for CRM operations. However, other important data are stuck in legacy systems elsewhere. Connecting them is essential to delivering cohesive and optimized services. However, most businesses struggle to aggregate the data and accelerate their processes.

In this blog, we focus on tackling the challenges of centralizing customer data through SalesForce, and how to overcome them.

Let’s dive right in.

Common Integration Challenges

While most other companies have similar challenges, we focused on claims processes in insurance companies as an example for this blog.

1. Insurance is a paper-intensive business, and handling data, and documents has long been one of its largest operating efforts. More specifically, claims processing requires using the right set of data to create full views of individuals like historical transactions, credit data, and billing patterns. All these inputs will help evaluate future risk and leakage risks, as well as supporting potential process and experience improvements

2. To make things more challenging, most companies have legacy systems that are either obsolete, or still in use which needs to be integrated with the new systems. 

This leads to inefficiencies which cause operational challenges that in turn lead to Customer Satisfaction issues, and loss of potential revenue. Inaccurate and inconsistent data makes decision-making and reporting difficult. Manual document or contract creation, with inconsistent data, leads to mistakes or multiple review cycles. All these challenges are amplified when siloed departmental processes lead to a breakdown in operations. To solve these problems, customers need to turn to integration products and solutions.  

3. Based on our experience, many of our customers expressed their frustrations in managing and tracking the progress of their complex integration projects. They often lack the technical infrastructure and experience needed to deploy IT solutions that enable them to take advantage of the data they collect.

4. In general, consumers and insurance companies have low relationship-engagement. This makes claims handling one of the most important and meaningful interaction for them. When the claims process breaks down, both parties suffer — customer satisfaction falls, and insurer costs go up. 

According to McKinsey, digital claims transformation generates positive impact across all claims’ foundational key performance indicators. Their study shows an increase in customer satisfaction score by 20%, reduce claims expenses by 25-30%, and significantly improved the overall claim handling accuracy.

Achieving Salesforce Integration with a Hybrid Integration Platform

This is where Synatic Hybrid Integration Platform (HIP) comes in.

Synatic provides the ability to connect anything to anyone from anywhere, including cloud, on-premises systems, and edge devices. HIPs use a collection of tools including connectors but also add data access, transfer, and storage capabilities, that includes ETL, API management, edge services and data lake architectures. Synatic Hybird Integration Platform fills the gap in the claims process by providing access to data in various sources easily, including the out-of-the-box Salesforce integration.

Let’s use the Claims Process scenario as an example.

A Synatic flow is responsible for the collection of claims process data (status and amount values) from Salesforce, and policy information from Oracle.

Once the data is collected, it aggregates and pushes it to the next destination.

The picture below shows an example of this flow. It also illustrates how easy it is to configure, and visualize with complete auditing and tracking features.

The out-of-the-box connectors of Synatic makes integration easy – simply dragging the connector into the canvas, and configuring the step.

Advancing the Integration Process Further

As part of this highly used process, generating different types of documents is also a must. These documents are required to be in a legally acceptable formal format.

To ensure the ease and accuracy of the compilation, these documents are generated based on DocFusion, an intelligent document generation software. DocFusion builds templates connected to Salesforce and other data sources so when a document is generated, it is populated with the right data, accurate content, and fulfilling all customer communication standards set by the business owners.

In some cases, a document like settlement agreement must be signed by both insurer and policy owner. At such stage, signNow digital signature will play its part to send and track the digital signature steps.

The claim process is complicated and involves many people and departments. To be efficient, and to ensure higher customer satisfaction, this process is fully automated using the Axon Ivy intelligent process automation platform.

Axon Ivy automates inefficient business processes with speed and agility that helps customers keep up with constant changes and demands. The Axon Ivy platform ensures that tasks are assigned to the right person, and requires them to respond to the tasks within the expected time with no delays.

In summary, using the right technology at the right place within the digital transformation journey helps organizations increase efficiency, ensuring customer satisfaction and staying compliant.

Talk to us – we are happy to guide you through the digital transformation journey.

by Yousef Eqtait

by Yousef Eqtait

Yousef Eqtait is Principal Consultant at InobitsME. Yousef has worked with many large-scale organizations in the Middle East to modernize and optimize their process automation strategies.


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