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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

Customer Story - 3 Min ReadHow a Support team uses Front’s escalation and collaboration features to reduce response time by 67%
Learn how Lynda, a mobile payment app popular in France, company has used rules, canned responses, and built in collaboration tools in Front to improve their workflow, scale personal customer communication, and boost their KPI metrics.  Over 30% of French people between 18 and 30 have a Lydia account. The mobile banking app allows peer to peer payments, personal bank account monitoring, transfers, and shared accounts. Any company that deals with banking knows the importance of fast, personal customer communication, which is why the entire Lydia team uses Front to manage customer messages.  Lynda uses 3 key features in Front to give their daily workflow a makeover, and increase their customer satisfaction rate, improve response time, and boost their KPI metrics along the way.  Automatically assign and categorize messages with Rules so that each customer message gets dealt with swiftly. When a message is assigned, it shows up in someone’s personal inbox so they can tackle it right away. If a message is routed to a VIP tag, for instance, the team knows to prioritize it.  Save time by creating message templates with Canned Responses, which act as email templates that can later be personalized, so as not to lose the human touch. This helps the Lynda team get back their customers quickly while not forgoing high quality responses.  Collaboration is built into their workflow in the form of comments, which allow the team to loop in others to an email and get help on tricky support issues.  “Using Front, we’re able to speedily communicate both within our individual teams and with our operations and tech teams when issues need to be escalated.” — Guillaume Poirier, VP of Customer Care at Lydia Rules, canned responses, and comments are now the foundation of the Support team. They rely on them daily to triage messages and get them in the right hands, save time, and collaborate. By switching to Front, the Support team has been able to reduce response time by 67% on average – without losing high-touch communication as they scale.   Do it yourself Rules for tags Rules automate workflows to make sure every message gets in the right hands or inbox right away. To automatically tag messages based on content, start by creating the tags that will help prioritize, triage, and categorize work for your team. For example, if you want to tag newsletter emails, create a rule to archive messages containing the word "newsletter.” Tag based on content Step 1 Go to Settings by clicking on your avatar in the top left → Rules & SLA → Add team rule Step 2 Set the When trigger to Inbound messages. Step 3 Set If conditions to: Inbox is the team inbox this rule should apply (e.g. Support inbox), AND Subject contains and Body contains to the word of your choice (e.g.newsletter). Ensure these are connected by an OR condition. Step 4 Set Then action to: Archive conversation Add tag and fill in the tag to add Canned Responses Create a variety of canned responses to help train your team how to respond, keep tone and voice consistent, and save time. Teammates can then go find the canned response that fits their need and spend more time personalizing the message. This ensures that the quality of customer communication doesn’t dwindle as your team becomes busy, and lets the emphasis always be on personalizing the message.  Collaboration tools  Commenting is an easy way to loop in teammates, flag a message, or phone a friend for help. Just at-mention someone’s name and they’ll have access to your full conversation. Still need support? Share a draft with them as you work on your response.  Another way to collaborate in Front is to start an internal discussion. This is a casual, yet still advanced, way ot chatting with coworkers. Write to one person, a few, or an entire team inbox so that you don’t have to leave Front and context switch, or lose track of important topics, as you chat. 
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Guide - 6 Min ReadCreate a successful Sales team with Front
Your customers demand a first-class experience. Front helps you personally ensure your customers’ desired outcomes at any scale, without sacrificing customer experience. The heart of every Sales team is communication between customers and teammates. With high-touch, personalized messages, Front is built to help your team go the distance. In this guide you’ll learn how to set up the product to help your team collaborate efficiently, close deals,  Once you’ve set your team up using our getting started guide, it’s time to think about a strategy for helping your Sales team thrive. Front is built to be customized to your team’s needs, meaning that you can design the workflow that helps close deals faster, work together on difficult messages without leaving your inbox, and get visibility into what you care about most. This is a guide about how to use Front to support and improve your Sales team.  #Automate workflow A workflow built to close deals quicker Setting your team up for success means establishing a natural workflow that eliminates busywork and clears the way for higher quality connections with potential customers. Here are 4 actions to take that help streamline your workday.  Team inbox setup for Sales Front’s team inbox is a shared inbox that incorporates all your communication channels into one place. There are a variety of ways your team connects with leads – be it your sales team email or website chat – and by connecting all of those channels to your team inbox, it’s easy to get to work. Think about your most commonly relied-upon communication channels and connect them with your team inbox, then invite all your teammates to the inbox. This means everyone will be able to see what’s on the agenda each day, prioritize work together, and avoid context-switching by looking at different web pages to communicate with customers.  Assign owners to inbound messages  As you watch the messages stream into your team inbox, start assigning them owners. Once someone is assigned a message, it shows up in their personal workspace so they can get right to it. And, you’ll be able to see that the message is assigned and feel confident moving onto the next one. If you want to stay in the loop on a conversation not assigned to you, simply subscribe to it.  Automatically sort leads and prioritize outreach Triaging requests can feel like a tedious task – set up a rule and have it done for you. With rules, you can automatically route, tag, and assign messages by sender or content. Want all demo requests tagged as “Demo” and assigned to Samantha? There’s a rule for that. Want to make sure all inbound messages are responded to within 2 hours? Set up an SLA.  Get reminders to follow up later Sometimes it takes a couple tries to get a response. By hitting “snooze” on an email, or “send and snooze,” you can set up an automatic reminder to check in on a message. So if you haven’t heard back on a big deal by tomorrow morning, the message will pop back up in your inbox so there’s no chance of you dropping the ball.  #Work together Work together to enhance customer messaging Customer communication is a team sport, and being able to leverage the expertise of your team is critical. That’s why collaboration is built into Front’s product. Here are some ways to use the product to work together, better.  Comment on emails to get help on a deal or align on strategy  Tap a friend for a second opinion, or clue someone in to a deal with a client by commenting directly on an email. This replaces messy forwarding chains and makes collaboration much more actionable; when you at mention someone, they stay in the loop and provide support as you go back and forth with the client.  Perfect your outreach by drafting emails together Closing a deal with a VIP opportunity, or stumbling on how to craft an outbound message? Write up an email draft and share it with a teammate. They can then review, edit, and write the draft with you so there’s double the amount of thought put into your most important messages.  If your Sales team is distributed, hop on a quick Zoom call from Front When collaborating via comments and internal discussions doesn’t do it for you and your team isn’t all in the office, start a Zoom call from the comment bar. This brings the spontaneous brainstorm with teammates to wherever your team is, and you don’t even have to leave your inbox to do it.  Create canned responses for consistent and fast responses Voice and tone matters when reaching out to prospects or responding to requests. Save email templates – known in Front as canned responses – for your team to personalize and use for common emails. This helps saves time and keep initial conversations consistent.  #Context at a glance Get customer context at a glance Use your team’s most critical tools – from Salesforce to Asana – right from Front. Or, create a custom integration with our open APIs.  Integrate your favorite CRM into Front It’s easy to get distracted when switching between tabs or hunting for important customer info. Use your favorite apps from Front with our integrations. Once they’re enabled, just sign in using your login info and you’ll be able to access your most relied upon tools without context switching. Here are our very own Sales team’s favorite integrations:  Salesforce Outreach Aircall Drift Create custom integrations with Front’s open APIs Front’s open API allows customers to build a window into their own systems, whether it’s their own in-house database of customer information or building a separate integration into a tool they need. #Measure success Track your success Use tags in your team inbox to organize prospects and get visibility into progress Tags and channels in your team inbox are ways to sort your incoming messages by type, sender, urgency, project, etc. Set up a tag for hot deals in the works, or create a channel for live chat. Once you’ve done this, and created rules that automatically sort messages into those tags, you can view analytics on each one. For instance, view how many messages are actually coming into your sales email, or what clients and projects are requiring the most work.  Use Analytics to report on sales activity and response time Want to see how your team is tracking against your internal goals? Use Analytics to see how quickly teammates are responding, which customers write in the most, or when your busiest hours are. Then, adjust accordingly by finding out who needs more support and where there’s an opportunity to create a better customer experience. 
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