Unified customer view: Bringing product intelligence into your CRM data

For businesses today, applications and digital interfaces are the main touch points in the customer journey.

While Zoho CRM data already tells who your customers are and what they buy, Zoho Apptics tells you how they interact and engage with your product.

Why leave out this goldmine of behavioral data when mapping your customer journey?

Integrating product data with your customer database means connecting the dots between the customer interactions with your app and their overall relationship with your business. It provides a complete, 360-degree view of your customer journey across various platforms and channels, adding more context to your app and customers in one place.

Enhanced Zoho Apptics integration with Zoho CRM

To help you leverage in-app data better, we have upgraded the Zoho Apptics integration with Zoho CRM. We have expanded from 14 event data points to a richer dataset that includes sessions, crashes, feedback, in-app ratings, updates, and device-level metadata.

By pushing Apptics' data to Zoho CRM, your team can gain even greater value by leveraging these powerful CRM capabilities:

• Journey orchestration - Get a complete view of customer journeys across platforms with up-to-date product insights from Apptics, enabling seamless and relevant experiences at every touchpoint.
• Customer segmentation - Group users based on behavioral and engagement data from Apptics to personalize marketing outreach and support initiatives effectively.
• Omnichannel CRM - Equip support agents with context-rich product usage data and empower them to engage with customers across multiple channels for faster resolution.
• Lead nurturing - Identify upsell opportunities or early churn signals, and nurture leads with personalized, behavior-driven follow-ups.
• Marketing automation - Trigger automated, targeted campaigns based on user actions and lifecycle events using Apptics data.

Product data points in CRM

To start analyzing in-app data from Apptics in your customer database, you need to configure the integration in the Apptics console. During the setup, you can choose which data points from Apptics should be pushed and also decide the retention periods for the pushed Apptics data in your CRM.

Apptics data	Module in CRM	Information
User details	Leads and Contacts modules	User's email address and other important fields (eg: first name, phone number, company name, etc.) along with selected user properties and our meta data like app version or OS version
Devices	Custom module	Device-level meta data
Events	Custom module	Tracked user actions along with relevant properties
Sessions	Custom module	Time spent by a user within the app
Crashes	Custom module	Issues and errors that app users face
In-app ratings (impressions)	Custom module	The stats for the ratings prompts shown to the app users
In-app updates (impressions)	Custom module	The stats for in-app update pop-ups shown to the app users

Once the integration is complete, user details like email address, name, company name, and the like will be pushed to the Leads module in CRM. The email address captured in Apptics becomes a linking key in Zoho CRM, connecting product usage data to all relevant CRM records. Other data points related to devices, events, screens, and others will be available as individual custom modules within Zoho CRM. You can refer to our Zoho CRM integration guide for step-by-step guidance.

Note: Since user details like email address or user ID are required for CRM integration, you can only push data points of users who have consented to share their data with their identity.

Real-world example: Turning data into action

Let’s say a new user signs up for your app. In Zoho Apptics, you notice they explored a new feature but encountered an issue while using it, and later raised it as a support ticket.

With the Zoho CRM integration enabled, this information appears right inside your CRM, linked to their contact record. This means:

• Support can instantly view crash logs, recent in-app activity, and past interactions, making it faster to resolve the issue.
• Sales can follow up with a tailored offer or recommendation based on what they tried in the app.
• Marketing can trigger an automated email sequence to re-engage them or guide them toward full feature adoption.
• Product and customer success can spot the friction point early and work on a fix, improving the experience for all users.

From the delightful moments to critical issues and understanding crucial pain points, integrating Zoho Apptics with Zoho CRM helps you transform product-specific data points into actionable, easy-to-understand insights for your entire team.

Try the Zoho Apptics with Zoho CRM integration today! If you have any doubts or questions, feel free to contact us at support@zohoapptics.com.

Cheers,

Team Apptics

• Topic Participants

• Supraja Gayathri S

  

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