Integrate in-app user behavior data in CRM

1. Set goals and define use cases for user behavior data with your sales, client services, support, marketing, and product teams.

Example goals: decrease churn rate, identify users of your application who are struggling, are power-users, or are a good fit for a potential service or upsell Example use cases: a support representative can view a user’s history of interacting with the application. A sales team can pull a list of all users who have never interacted with Feature X.

2. Identify the tools and data available to you to track in-app user behavior.

Identify installed or available third party tools specifically designed to track user behavior such as Pendo, Fullstory, and Mixpanel. Talk with your development team to understand what behavior is already being tracked and what you could easily track with some extra setup.

3. Identify data and metrics available from your behavior tracking system and map to the goals and uses cases you identified with key stakeholders.

For example: Use last login date to identify users who are not actively using your application and may be a churn risk. Flag rage clicks to identify areas of your application that may be frustrating to a large percentage of your users. A simple history of logins and pages visited may help a support team member identify which page in the application a customer support ticket is referencing.

4. Explore pre-built integrations and alternatives between your user behavior tracking software and your CRM system.

Many CRM systems have pre-built integrations with user tracking software. Google [your CRM] integration with [your user tracking software] to understand what is readily available. Speak with your development team to explore using APIs or tools like Zapier to fill any data or integration gaps.

5. Turn on and test your integration using a test account.

When you first turn on your integration between your user behavior tracking tool and your CRM, test to ensure data is flowing properly and that you’re able to clearly interpret the data. A test account is particularly useful so you know exactly the behavior you should see in your CRM. For example, you may find that your application’s pages need to be more clearly identified in the data passed to your CRM so you can accurately understand what page your user is on.

6. Make your data actionable by scheduling stakeholder reviews and setting up dashboards and alerts.

Schedule time for walkthroughs; don’t assume teams will be able to interpret data on their own. Expect to make adjustments to your integration to provide greater clarity and unlock more data.

7. Take action based on your data to improve not only your application, but also your support processes, your marketing, and your client support strategy.

Analyzing user data can be helpful across many areas of your organization. For example: Work with your product team to update confusing language or workflows. Partner with your support team to rewrite help pages to provide more clarity, or to add help pages to issues you’re seeing in your user behavior data. Collaborate with sales and marketing teams to identify groups of clients who haven’t tried a key feature of your app or explored areas of your application that lead to upsells.