What is an API? 

An API, or application programming interface, is a set of rules and protocols that allows different software applications to work together seamlessly, enabling them to share and utilise each other’s capabilities and data.

In developing customer relationship management (CRM) or customer lifecycle management (CLM) platforms, the use of APIs is critical in orchestrating the providers within the ecosystem, so that ultimately, the new CRM or CLM enhances any overall management system rather than disrupts it. These APIs can consist of technology vendors and back-office platforms which are configured to fetch/collect data and process information along predefined workflows for both front-office and middle office teams.

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