Break down data silos between your sales and support teams

Engineering Advanced
In this recipe, you’ll learn how to keep sales and support aligned by enriching your user profiles with information from Salesforce and syncing that data to Zendesk.
What do you need?
  • Segment event tracking and identify calls set up
  • A CRM tool - in this case we’re using Salesforce
Break down data silos with Segment
Collect data once with Segment and send it any tool you use. No more tedious integrations. No more engineering resources wasted.
Start with Segment

Transferring information from your sales teams to your support teams is one of the most critical parts of ensuring new customers are set up for success. But for many organizations, this transfer of data is a disorganized mess, with vital details lying dormant in different siloed systems.

In this recipe, you’ll learn how Segment can help share data between two for the most popular platforms – Salesforce and Zendesk – so that your sales and success teams have the most up to date information at all times.

For this recipe, we’ll focus on pulling one of the most popular data points – whether or not an account is a “key account” – from Salesforce and associating that information to the same account in Zendesk.

Step 1: Connect your data warehouse to Segment Personas

A data warehouse is the perfect place to run reports and analyze data from multiple different sources.

Segment partners with all your favorites in the cloud data warehouse space - Snowflake, Redshift, Postgres, and more. Head to the Segment catalog and connect Segment to the data warehouse used by your business. Check out these step by step instructions on how to do that.

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Step 2: Connect a Salesforce source to Segment

You may already use ETL workflows to load Salesforce data into your data warehouse, but if you don’t the next step is to pipe your company’s Salesforce data out of Salesforce and straight into your data warehouse.

From your workspace’s /sources page, click add source, select Salesforce, and give your source a name.

Note: In order for Segment to collect and sync your Salesforce data, you must enable API access. For more information on API access for Salesforce, follow Salesforce’s recommended documentation.

Now, decide what data you’d like to sync. With Segment, you can choose which sources, collections, and properties sync to your data warehouse. Our Selective Sync feature will help manage what data is sent to your warehouse, allowing you to sync different sets of data from the same source to different warehouses. Check out more information on how to use Selective Sync here.

For the purpose of this recipe, make sure you are syncing the custom field in your Salesforce that defines the Account as a ‘key account’.

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Step 3: Create a new computed SQL trait

Once you’ve selected what data you’d like to sync, it’s time to build an SQL Trait.

SQL Traits allows you to pull customer data directly from your warehouse into Personas and activate it in your chosen tools. This means you can unlock data in your warehouse that has previously been inaccessible to advertising, marketing automation, and out-of-the-box analytics tools. Or in this case, account data from Salesforce.

Go to the Computed Traits tab, click create a new SQL trait, and follow the instructions below:

  1. Select the data warehouse that contains the data you want to query.

  2. Create a SQL trait that contains the account’s ID renamed as group_id. Select the custom field (or any other fields you wish to send to Zendesk).

  3. Click Preview to make sure the SQL trait works correctly.

  4. Save the computed trait.

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Step 4: Connect your SQL trait to Zendesk

Once you’ve created your SQL trait, you’ll be asked to send it to a destination.

For this recipe, add Zendesk as a Personas destination and send it as a group call.

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Once you add Zendesk as a destination, Segment will sync this SQL trait every hour to the accounts found on Zendesk. Now that your support teams and sales teams have the same data to work with, they can focus on delivering the best customer experience possible.

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Wrapping up

Here’s what we’ve achieved in this recipe:

  • Sent Salesforce data to your data warehouse.

  • Enriched your user profiles in Personas with information from your data warehouse.

  • Sent that data to a support tool such as Zendesk.