Customer Relationship Management (CRM) is the approach of managing a company’s interactions with customers. It involves various technologies that organize and automate marketing, customer service and technical support. Companies employ Business Intelligence (BI) tools for the same. A BI tool is useful when it has rich, in-depth data to analyze from a CRM system. It helps companies organize and manage customer data by improving tactical and strategic decision-making for company growth.

Objectives of integrating BI and CRM:-
1. Collecting and consolidating data, lowers overhead
2. Missing data is lesser as it stores data in a central location
3. Duplicate data can be detected easily.
The methodology for the above integration follows Review, Analyze, Plan, Implement, and Deploy (RAPID). Read more at: http://searchcrm.techtarget.com/tip/Integrating-CRM-with-business-intelligence-tools