Front Introduces Customer-Centric Features with Deeper CRM Integration – TechCrunch

Customer communication platform Front of holds an event today to introduce three new features. These new features focus on showing you more information about your customers directly from the Front user interface.

If you’re unfamiliar 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 email lists, such as [email protected], [email protected], or [email protected], multiple team members can view incoming emails in Front.

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

Over time, Front has evolved to integrate more communication channels. Now you can use Front for SMS conversations, live chat on your website with your clients, Facebook messages, etc. The company has also refined its product with more powerful features.

For example, you can set up rules to automate your workflow with simple ‘if this, then that’ rules. It’s a great way to spread the work across multiple team members and make sure the right person sees the incoming message as quickly as possible.

Today, the company introduces features that will be particularly useful for teams that interact with larger customers, such as sales, support, and customer success teams. First, Front users will be able to get more information about the customer they are interacting with directly from their inbox.

The updated context panel works best if your team is interacting 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 this client.

Front already integrates with your CRM, like Salesforce or HubSpot. Now you can more easily enter data in the context panel. You can view the name of the account owner, the customer segment, and the SLA (service level agreement) commitment to this customer.

Image credits: Front of

Second, Front is adding new capabilities to its automated routing feature with deeper integrations with its CRM. For example, you can find the account owner’s name in your CRM and map incoming emails to the account owner directly.

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

Image credits: Front of

Finally, Front will update the analysis pages soon. For example, you can track computer performance for a specific account and compare it to the SLA.

These updates position Front as a tool that works best for larger business customers with expensive B2B contracts. Front’s current customers include Shopify, Dropbox, Flexport,, Lydia, and Airbnb.

Image credits: Front of

Leave a Reply

Your email address will not be published. Required fields are marked *