It’s always best to go with best-of-breed. While a platform approach to your technology stack can help with connectivity, it typically leaves teams longing for more because of gaps in specialized functionality. Best-of-breed SaaS applications take this head on, providing business teams with purpose built tools created to tackle integral parts of your customer’s experience.
That being said, challenges may come up when your SaaS apps begin to create silos of critical information. With data and processes spread across multiple applications and teams, it can become harder for customer-centric companies to maintain a single source of truth and provide business units with a 360 degree view of their customer. This can lead to a disjointed customer experience which in turn creates disengaged customers.
In the past, breaking down these silos and building automation across SaaS apps were tasks left to IT and required custom development and specialized skills. Today, integration platforms like Azuqua have stepped in to provide business users with the tools to connect their applications and automate their work.
A great example of this in action is connecting two best-of-breed applications, Zendesk, a customer service and support ticketing application, and Salesforce, a CRM system.
MediaOcean, a leading software platform for the advertising world, was challenged with creating a single source of truth for customer support issues that had visibility for both sales and customer support teams, but was designed in a way that eliminated duplicate records and kept data clean. Previously, their use of Salesforce for their CRM and Zendesk as their ticketing platform meant their source of truth was spread across two separate applications.
In order to solve this problem, Azuqua powers an automation that creates a ticket in Zendesk when a case is created in Salesforce. Conversely, when a ticket is created in Zendesk, a case is spun up in Salesforce. In the background, a search process takes place that ensures there are not any redundant accounts, cases, or tickets, and merges any duplicates (preventing ghost accounts). Case and ticket information are also synced bi-directionally so both applications are kept up to date in real time.
As a result of this automation, MediaOcean saw a client portal adoption of 305% and their employee satisfaction rose by 40 points. By using Salesforce as the source of truth for customer data and Zendesk as the source of truth for customer ticketing, teams can be empowered to tackle their work as efficiently as possible without running the risk of inaccurate or duplicate data between systems.
Interested in learning how automation can redefine the way you get work done with Azuqua? Download our ebook on the Top 10 Automations from 2017 to find out.