FRONT: Enhanced CRM Integration & Customer-Centric Features

Front Unveils New Features for Enhanced Customer Insights

Today marks the launch of an event hosted by customer communication platform Front, where three innovative features are being introduced.

These advancements are specifically designed to provide users with a more comprehensive understanding of their customers, directly within the Front interface.

Understanding Front's Core Functionality

Initially established as a shared email inbox solution, Front enables team-based management of incoming emails.

For example, companies utilizing email aliases like support@companyname.com, sales@companyname.com, or jobs@companyname.com can grant multiple team members access to view incoming messages.

Streamlining Communication Workflow

Prior to responding, conversations can be efficiently categorized by assigning them to designated team members.

Internal discussions regarding the current conversation can occur within the comment section, and email drafts can be reviewed before dispatch.

Expanding Communication Channels

Over time, Front has broadened its capabilities to encompass a wider range of communication channels.

The platform now supports SMS conversations, live chat functionality for websites, and integration with Facebook Messenger, among others.

Furthermore, the product has been continually enhanced with more robust features.

Automating Tasks with Rules

Users can establish automated workflows using simple “if this then that” rules.

This functionality facilitates workload distribution and ensures that incoming messages are promptly directed to the appropriate team member.

New Features for Enterprise Clients

The features being showcased today are particularly beneficial for teams managing relationships with larger clients, such as those in sales, support, and customer success.

Front users will now have the ability to access detailed customer information directly from their inbox.

Enhanced Customer Context Panel

The redesigned context panel proves especially valuable when teams interact with multiple contacts within a client organization.

Instead of focusing on conversations with individual contacts, users can now view a complete history of interactions with everyone associated with that client.

Deeper CRM Integration

Front’s existing integrations with CRMs like Salesforce and HubSpot have been expanded.

Data can now be seamlessly pulled into the context panel, displaying key details such as the account owner’s name, customer segment, and the agreed-upon service-level agreement (SLA).

Automated Routing Improvements

Front is introducing new capabilities for its automated routing feature, with more comprehensive CRM integrations.

For example, the name of the account owner from the CRM can be used to automatically assign incoming emails.

Dynamic Rule Updates

If the account owner changes within Salesforce, the corresponding rules in Front will be automatically updated.

Annual revenue data can also be retrieved from the CRM, enabling the application of a VIP tag to messages from high-value customers.

Upgraded Analytics Pages

Front is preparing to launch an upgraded analytics section.

This will allow users to track team performance for specific accounts and benchmark it against established SLAs.

Positioning for Enterprise Growth

These updates solidify Front’s position as a powerful tool for larger enterprise clients with substantial B2B contracts.

Notable current Front customers include Shopify, Dropbox, Flexport, Checkout.com, Lydia, and Airbnb.