How to enrich CRM with mapping

Do you want to optimize your data management using the tools provided by Skeepers?

The Skeepers Feedback Management platform offers a mapping feature that allows you to automatically enrich your CRM or any other external tool with data coming from Skeepers. 

Overview

Mapping refers to the process of associating and automatically transferring data collected from your surveys to an external tool (CRM, databases, etc.). It allows you to match collected information with the fields in your target system to ensure smooth and consistent data integration. Mapping enables you to enrich records, profiles, and analyses in your external tools.

We provide native connectors, called "Connected Applications", designed to simplify integration between your tool ecosystem and our platform. Configurable in a few clicks, these connectors allow you to establish a secure and automated link with major solutions such as Salesforce, Zendesk, Adobe Campaign, TrustPilot, and many others.

By configuring the mapping, you can precisely define which data will be transferred from Skeepers to your external tool. This ensures smooth integration and optimizes your customer information management by maintaining reliable and consistent data synchronization across your platforms.

Depending on the connected application selected, data will either be pushed to your external tool (), or retrieved from your external tool ().

Here is a representation illustrating the different data interactions between the Skeepers platform and your external tools (CRM, databases, etc.):

Accessibility

• Overall management of connected applications and mappings is only accessible to users with the "Account Settings" right: 

With the rights mentioned above, flag management is done from the "Settings" tab in the left sidebar menu, then go to the "Integrations" section.

Prerequisites

Since data mapping relies on information collected from a survey, it is crucial to ensure your campaign is properly set up in advance. To guarantee optimal data transfer, make sure to:

• Define the data you want to map and their associated formats in Skeepers (e.g., responses, attributes, tags, flags, properties, weights, categories, variables, etc.).
• Ensure the field formats expected in your tools match what you configured in Skeepers.
• Verify that a segment is associated with your campaign and that it contains all necessary attributes (Learn more).
• Define the campaign or deployment properties, if applicable (Learn more).
• Include all questions necessary to capture and associate relevant data.
• Add tags on the questions to consolidate or use in your mappings (Learn more).
• Set up flags, if applicable (Learn more).
• Configure survey participation management to ensure a representative sample and avoid duplicates (Learn more).

Create a managed authentication

Before configuring the data to map, it is essential to set up a managed authentication. This type of authentication allows you to establish a reliable and secure connection without requiring repeated interventions from you.

To do this, go to the "Settings" tab in the left sidebar of the platform, then go to "Integration" and "Available Applications".

Use the search bar to select the connector you want to install.

The following configuration steps vary depending on the native connector you want to link to Skeepers:

• Connect Skeepers to Salesforce (see procedure)
• Connect Skeepers to Zendesk (see procedure)
• Connect Skeepers to HubSpot (see procedure)
• Connect Skeepers to Adobe Campaign (see procedure)
• Connect Skeepers to MailChimp (see procedure)
• Connect Skeepers to TrustPilot (see procedure)
• Connect Skeepers to Google Business Profile (see procedure)
• Connect Skeepers to Microsoft Dynamics (see procedure)

To proceed to the next step, make sure the authentication is properly connected.

Set up a mapping

By configuring the mapping, you will be able to define the data you want to transfer from Skeepers to the other tool in your environment.

After creating a new managed authentication, go to the "Mappings" tab of your new connected application and click "Add a new mapping".

Name your new mapping according to its intended use (e.g., Adobe Campaign newsletter subscription, Salesforce record enrichment, etc.). Then select the newly created authentication in the "Authentication" field.

In "Remote Entity", select the item you want to enrich in your tool.

The "Identification Field" corresponds to the data used to locate an item in your tool.

The "Operation" field allows you to choose whether you want to:

• create the data in the external tool (Create)
• update existing data by overwriting it with the new entry (Update)
• or create if it does not exist, and update if it already exists (Create or Update)

Mapping fields must then be added and completed based on the variables you want to transfer from Skeepers to your tool. The "Internal Entity" column contains the variables in Skeepers (attributes, tags, responses, etc.), while the "Remote Field" column corresponds to the fields and information in your tool.

The "Transformation" field is only needed in very specific cases where the data must be modified to follow a precise format (e.g., transform a phone number starting with "+336XXXXXXXX" to "06XXXXXXXX").

Click "Save" once everything is set. If configured correctly, the fields should start populating immediately.

Create a post-response action to trigger the mapping

Once your connected application is in place and your data mapping is configured, you can create new post-response actions (Learn more about post-feedback actions) within your campaigns. These actions allow you to trigger automatic processes to enrich a tool or create automations.

Start by going to one of your campaigns. Navigate to the "Actions" tab and begin setting up your post-response action.

You can freely configure the "WHEN" and "IF" conditions according to your needs.

It is essential to configure the "THEN" condition with one of the available actions that interact with a connected application:

• "Feed an application"
• "Subscribe to a service"
• "Redirect to TrustPilot"
• "Splio subscription"

Then, simply select the mapping configured on the platform that suits your needs.

In the following example, we chose to feed Adobe Campaign when a customer gives a negative satisfaction score in this survey after their last in-store visit. The customer will thus be identified as such in Adobe Campaign.

Managing mapping errors

During data integration between Skeepers and your external tools, mapping errors may occur.

These can be caused by various factors, such as incorrect field configuration, incompatible formats, synchronization issues, or connection problems. We invite you to consult the article Identify and manage account mapping errors to learn how to be alerted in case of an error, analyze it, and, if necessary, replay it to ensure smooth and accurate data integration between your systems and Skeepers.

If you have any questions, do not hesitate to contact our Customer Care team.