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One Pager - 4 Min Read

Build a better customer experience with Salesforce and Front

CRMs aren’t just for forecasts and pipeline reports.

In the day-to-day hustle of updating opportunity status and logging conversations, we tend to lose sight of why we adopted CRMs (customer relationship management software) in the first place — to better understand our customers and their needs. For Sales teams, the effort required to keep a CRM in order seems to take away from their core job, instead of adding value to it.

High quality CRM data is a key building block in the foundation of a great customer experience. Complete conversation history, context on business challenges, clear action items for strengthening the relationship. We’re caught between knowing the value of this data and the reality of those time-consuming updates.

That’s why Front integrates with Salesforce (and other popular CRMs) to connect your customer records with where you actually get work done — your inbox. With the right tools, keeping your customer data in sync with your team is easy. Here’s how Front and Salesforce work together to give you better data, more efficient teams, and happier customers.

Break down the silos around Salesforce

“Out of sight, out of mind” is true — especially when it comes to Salesforce.

Giving your team visibility into your CRM is a big first step toward making it an essential part of their workflow. When your team isn’t engaging with Salesforce throughout the day, it’s easy to forget about the value of the data that lives in it.

Next to every conversation, Front shows you the related Salesforce leads, contacts, accounts, opportunities, and cases. When you open a message, you know exactly who the customer is, what plan they’re on, and how they’ve interacted with your team in the past. It’s easy to customize which fields are shown in Front (including Salesforce custom fields) for a quick view of exactly what you need to craft a compelling message, instead of spending time switching between tools searching for context.

Reduce the time spent on updates

We’ve all been there. 30 minutes before your weekly team meeting, and what haven’t you done?

Your status report. Your project summary. [Insert other ways your team tracks progress here.]

For Sales teams, that means switching back and forth between your inbox, meeting notes, and Salesforce cobbling together updates. Manually adding Salesforce tasks, logging emails, and editing open opportunities to match your most recent conversations. When making after-the-fact updates, valuable details are often lost in the hurry of sifting through a crowded inbox for highlights and reminders.

Beyond visibility into Salesforce, Front gives Account Executives and Sales Development Reps the ability to update records and tasks directly from the related conversation in Front. Converting a lead or changing an opportunity status is as simple as a few clicks. Making updates in real time suddenly becomes more efficient than waiting until the next pipeline meeting to make them all at once.

With real time updates in Salesforce, everyone wins — your sales team spends less time on administrative tasks, managers’ reports and forecasts are always current, and more details from the sales process are captured for other teams’ benefit down the line.

Transition customers smoothly between teams

Over time, Salesforce becomes a historical record of your entire relationship with a customer: from initial outreach, through their sales process, to ongoing discussions or issues. In an ideal world, it’s a treasure trove of context for everyone who engages with that customer once a deal is closed — Customer Support, Account Management, Marketing, or Product Management.

But we know that the ideal can be hard to achieve. Every field, note, and task in Salesforce is a minute that could be spent on something else. There’s a heavy burden on Sales to capture every customer interaction in Salesforce, when they aren’t always the ones who’ll rely on that data down the line.

The easier it is to make small updates along the way, the more likely there is to be a rich record of the customer lifecycle for other teams to refer to later. Integrating Salesforce with your team’s daily workflow brings powerful downstream effects on your customer experience.

When an Account Manager starts working with a new customer, they have the information they need to tailor onboarding to address that customer’s specific needs. Product Managers can put feature requests into the right context: where the customer is in their lifecycle, what plan they’re on, or what their pain points were that led them to purchase.

Customer Support can spot higher level trends based on the issues different groups of customers are experiencing. All because they have the customer records that enable them to do their best work for your customers.

Your CRM is more than a sales tool

Understanding your customers is key to empathetic and effective communication. Access to great customer data powers a better experience for your customer, regardless of who they’re engaging with. And it starts with your sales team having the tools they need to make saving that data easy.

With your team engaging with Salesforce next to every conversation in Front, you can build a positive feedback loop around adding and updating data in real time. The more you use it, the more you notice when it’s missing or incorrect, and the more likely you are to make those changes so the right data is there for you — and your teammates — in the future.

Keep learning

One Pager - 4 Min ReadRespond faster, 24/7: Five ways to optimize shifts in Front
Sometimes, customer support can feel like a game of telephone. When shifts change and issues pass to new teammates, key information is lost along the way — or even worse, conversations get stuck with teammates who aren’t online to handle them. Your team feels like they’re missing messages, and your customers are left hanging. Front’s new Shifts solution connects your team’s schedule with your support workflow, so it’s easy for teams working in multiple shifts to deliver a smooth customer experience. Conversations only go to teammates available to handle them, and you can distribute workloads evenly to optimize your entire team’s bandwidth. It’s easy to schedule across multiple timezones, so coordinating a global team has never been simpler. The end result? Your customers get the fastest response possible — 24/7. 🗓 Never let a message slip through the cracks (in your schedule) Most of the time, keeping track of who’s on what shift is easy to forget. Conversations are assigned to off-duty teammates by mistake, which leaves customers with urgent issues waiting too long for a response. With Shifts, it’s quick and easy to set up your team’s schedule, and Front takes care of the rest to help you minimize wait times for your customers. Assignment rules skip off-duty teammates automatically, so conversations won’t sit in their queues and put your response time service levels at risk. 📈 Measure performance with greater precision Especially when your team is distributed across multiple regions, getting a clear picture of response time performance can be a challenge. These insights are key to improving your team’s efficiency over time, so attention to detail matters. Setting specific shift hours for each teammate makes Front analytics more accurate, so you can reliably spot opportunities for improvement. Each teammate is measured against the specific hours they work in their local timezone, rather than a single set of business hours, for more precise metrics. ⚡ ️Optimize response time with load balancing Shifts works with Front rules to get conversations into the right hands based on specific skills, clients, or other criteria. Together, they enable your team to consistently conquer the queue, even on your busiest days. Now, load balancing rules make it easier than ever to manage high volume. With load balancing, conversations are assigned to the teammate with the most bandwidth to handle them (and are held in a queue if no one is ready). Custom conversation limits ensure messages always go to the person who can respond fastest, even if some agents are still in training. 🚀 Help new teammates ramp up faster Shifts and load balancing help you keep your support workflows up to date with your growing team. It’s simple to add new teammates to Shifts when they come on board, and if you manage team scheduling in another tool, Shifts can be updated through the Front API for smart scheduling behind-the-scenes. You can also set lower load balancing limits for new teammates to ensure their workload stays manageable, so your customers won’t suffer if they take longer to respond per conversation. As they get up to speed, you can increase their limit to match your more experienced agents. 🌍 Set up teams in other timezones for success Shifts and rules work together to make sure conversations are only assigned when a given teammate’s business hours start. It’s less overwhelming for your team — and a better experience for your customers. Instead of coming into find a queue of assigned messages from customers who have been waiting for hours for a response, your team can start fresh when their shift begins. You can even set when assignments should stop before a shift ends to make sure your team has enough time to wrap up before they go offline. ✨ Coming soon in Front Together, Shifts and load balancing empower your team to stay on top of their work and respond to customers as quickly as possible. With accurate reporting to share with internal teams and customers, you can make informed decisions to keep giving better service. Activate the Shifts add-on on your Front plan for $10/user in the coming weeks. Load balancing, as part of Front’s advanced rules, will be available to all customers on Pro plans. Keep an eye out for when these features are live in the app, and get in touch to see them in action!
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