Topic(s): The Platform Customer Experience Data Intelligence

Building a seamless customer feedback process with Hello Customer

Customers expect a seamless, unified experience when doing business with you. So, why should your customer feedback process not be seamless and unified? You can integrate the Hello Customer platform with any of your existing systems, to combine customer feedback with other customer data, or trigger surveys automatically after an interaction. Adding data from other systems allows you to understand customer feedback even better, as it adds an additional insight layer to the analysis. It gives you insight into the root cause of certain issues: where are things going wrong exactly, and what should we fix ASAP?

 

Why should you integrate your systems with Hello Customer? 

Capturing feedback is one step forward to creating a successful customer experience program. However, it’s not enough. To better understand your customer feedback and enrich your decision-making, you should integrate your systems and connect your feedback data to your operational data from those systems. According to a Forbes survey, over 80% of enterprise Business Operations leaders say data integration is critical to ongoing operations. So, what exactly makes it so important? 

By integrating our platform with your systems, you get a complete, company-wide overview of your customer experience, which allows you to better understand the motives behind customer feedback and link the feedback to customer demographics. For example, Luminus, one of our customers, incorporated their results from our platform into their CRM. So, when a customer reaches out, the employees can track when the customer was last surveyed and how they felt about the company back then. This way, the employees at Luminus can personalize their customer contact, and improve the overall customer experience. 
 

How Hello Customer integrates 

We understand that you already have enough platforms and systems to manage. But we're not here to give your IT team even more work, on the contrary. We offer a range of native integrations, which require no development work on your end, including: Salesforce (CRM), Vectera (Videomeetings), Zapier and Google Tag Manager.

Of course, you can also connect with any other application via API, which does require some development on your end. Lastly, we also allow you to upload customer feedback that you gathered via other survey tools (like SurveyMonkey, Typeform) or feedback and behavior platforms (like Usabilla, Hotjar).

Native integrations

  • Salesforce (CRM system)

CRMs are a goldmine of customer data from which your customer feedback strategy can benefit. The data from your CRM is metadata and respondent data for our feedback platform. Customer feedback data and customer data from your CRM form the perfect alliance: all this centralized multi-channel data combined gives you more insight into your customer records to close the loop on your processes. Plus, it allows you to obtain a more detailed and granular analysis in the Hello Customer platform.

One way Hello Customer integrates with Salesforce is by triggering surveys when certain actions are completed: after a campaign for a webinar or event, when a case or contract is closed. Unlike some other system integrations, the one with CRMs and Hello Customers works both ways: your CRM adds customer data to our customer feedback platform, and the feedback data from the surveys circles back to your CRM. This creates a complementary loop, from which both platforms can benefit.  

We use open APIs to connect with CRMs, but the integration with Salesforce in Hello Customer is already taken care of since it’s an out-of-the-box solution that only requires a few configuration steps.  

 

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  • Vectera (videomeeting software)

Vectera offers video meeting software designed to create more engagement with your customers during online calls. Our integration with Vectera, allows you to send the Customer Satisfaction feedback that you capture after a call or meeting with your client to a Hello Customer CSAT touchpoint. This way all feedback given by customers or team members at the end of your team's meetings will be sent to your Hello Customer account. Find more information about the integration here.

  • Other external platforms 

Zapier operates as an intermediary automation platform to connect platforms and systems, creating an automatic trigger between apps, without the use of an API. By hooking up Hello Customer in Zapier, you can send surveys when a certain action is triggered, and you can include a score and feedback from other tools into the Hello Customer analysis.  

With Google Tag Manager, a Tag Management System (TMS), you add tags to your own website for tracking purposes. The integration leaves you with many possibilities: show a survey when your customers visit a webpage, when they fill in a form, or when they have reached a specific scroll depth on a specific online page.

Other integrations and options to centralize data

  • Ticketing systems 

The integration with Zendesk isn't a native integration (out-of-the-box). However, you can add a URL in your e-mail to create an Ask Anywhere Touchpoint, that allows you to capture metadata which you can then add to the customer feedback in the Hello Customer platform.

You can also connect Hello Customer with Zendesk via API, allowing you to automatically send a follow-up survey when a ticket is closed. the connection between Hello Customer and Zendesk then allows you to close the loop: when a respondent fills in a survey, the response will be compared to a ticket in Zendesk, based on data like the ticket number or the email address. When it corresponds, the feedback will be added to the ticket. Did you receive a low score or negative feedback? Then Zendesk receives an internal note and opens the ticket. Et voilà, a closed loop. 

  • Import feedback from other survey tools

Even though our platform has its own survey tool, it’s also possible to upload open feedback data from other survey tools, such as SurveyMonkey and Typeform. Since our platform offers an all-in-one solution to manage your customer feedback process, you can add feedback data and apply our top-notch AI analysis to the verbatims of other survey tools, or feedback you've captured via behavior platforms like HotJar or Usabilla.

 

The benefits of connecting your systems

In many companies, customer feedback tends to be spread and siloed across different departments, making it hard to keep track of efforts and the impact they have on your customer. Since CX is a company-wide initiative, it's crucial to make data easily accessible to all the stakeholders that are involved. By connecting your systems:

  • You can act proactively and won't risk lagging behind. Because all systems are integrated, trigger actions are sent automatically.
  • It will also save you and your employees valuable time: since operational data is centralized and exchanged automatically, business processes can be carried out quicker. Reporting between teams becomes more efficient because you eliminate workflow silos and align every team’s activity. Let's not forget that customer experience is a team effort that spans all your departments.  

All put together, integrating the platform with your other systems will make your life easier. As a result, you can make calculated strategic decisions, backed up by the combination of your own data and customer feedback.

Recap

Every system, application, or platform you use already gives you plenty of insights into your business processes. Integrating them provides you with rich data to help you better develop your customer experience and take some time off your hands so you and your teams can run the company like a well-oiled machine. Don’t be put off by the work: integrating all your systems seems like a big effort, but with Hello Customer a seamless integration is guaranteed.

Interested in how Hello Customer can become part of your ecosystem? Simply reach out to us, and one of our CX experts will gladly discuss how Hello Customer can improve your customer feedback management process.