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Front introduces customer-centric features with deeper CRM integration – TechCrunch

The Front customer communication platform is organizing an event today to present three new features. These new features aim to show you more information about your customers directly from the Front user interface.

If you’re not familiar with Front, the company started out as a shared email inbox product so you can interact with incoming emails as a team. For example, if your company uses mailing lists, such as support@companyname.com, sales@companyname.com, or jobs@companyname.com, multiple team members can see incoming emails in Front.

Before replying, you can sort the conversations by assigning them to specific team members, discuss the current conversation in the comments section, or view your draft email before sending it.

Over time, Front has evolved to incorporate more communication channels. You can now use Front for SMS conversations, live chat on your website with your customers, Facebook messages, and more. The company has also refined its product with more powerful features.

For example, you can define rules to automate your workflow with simple “if this then that” rules. This is a good way to divide the work among several team members and make sure that the right person sees the incoming message as quickly as possible.

Today, the company is introducing features that will be especially useful for teams that interact with larger customers, such as sales, support, and customer success teams. First, Front users will be able to learn more about the client they are interacting with right from their inbox.

The refreshed pop-up panel works best if the team interacts with multiple people who work for your client. Instead of viewing past conversations with someone in particular, you can view past conversations with everyone who works for that client.

Front already integrates with your CRM, such as Salesforce or HubSpot. You can now more easily extract data in the context panel. You can see the name of the account owner, customer segment, and SLA (Service Level Agreement) engagement with that customer.

Image credits: Before

Second, Front is adding new features for its automated routing feature with deeper integrations with your CRM. For example, you can find the name of the account owner in your CRM and directly assign incoming emails to the account owner.

If the account owner changes in Salesforce, the rules will automatically update in Front. You can also grab annual revenue data from your CRM and set a VIP tag if you receive a message from an important customer.

Front introduces customer-centric features with deeper CRM integration – TechCrunch

Image credits: Before

Finally, Front will be upgrading the analytics pages soon. For example, you can track team performance for a specific account and compare it to the SLA.

These updates position Front as a tool that works best for large business customers with expensive B2B contracts. Current Front customers include Shopify, Dropbox, Flexport, Checkout.com, Lydia, and Airbnb.

Front introduces customer-centric features with deeper CRM integration – TechCrunch

Image credits: Before