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

The Customer Communication Platform Front is hosting an event today to introduce three new features. These new features focus on showing you more information about your customers right from the front’s user interface.

If you’re not familiar with the front, the company started 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 support, or, multiple team members can view incoming emails.

Before replying, you can assign a conversation to a specific team member, discuss the current conversation in the comments section, or show your email draft before sending it.

Over time, a front has developed to integrate more communication channels. You can now use the front for SMS conversations, live chat with your customers on your website, Facebook messages, etc. The company has refined its product with more powerful features.

For example, you can set rules to automate your workflow with simple ‘if after this’ rules. This is a great way to spread the work among multiple team members and make sure the right person sees the message coming as quickly as possible.

Today, the company is showcasing features that will be especially useful for teams that interact with large customers, such as sales, support and customer success teams. First, front users will be able to learn more about who is interacting with their customer directly from their inbox.

A refreshed reference panel works better if the team communicates with many people who work for your client. Instead of looking at past conversations with someone in particular, you can look at past conversations with everyone who works for this client.

Front already integrates with your CRM, such as Salesforce or HubSpot. You can now more easily drag data into the context panel. You can see the account owner’s name, customer department and SLA (Service-Level Agreement) commitment with this customer.

Image Credits: Next

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

If the account owner changes the salesforce, the rules will be automatically updated at the front. You can also get annual revenue data from your CRM and set a VIP tag if you are receiving a message from an important customer.

Image Credits: Next

Finally, Front will soon upgrade analytics pages. For example, you can track a team’s performance for a particular account and compare it to an SLA.

These updates position the front as a tool that works better for large enterprise clients with expensive B2B contracts. Current front customers include Shopify, Dropbox, Flexport,, Lydia and Airbnb.

Image Credits: Next

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