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Intercom and Salesforce Integration Guide

Intercom and Salesforce Integration Guide

Intercom and Salesforce Overview

Intercom and Salesforce


In an increasingly connected world, the importance of efficient customer communication and robust CRM systems cannot be overstated. Intercom, a platform that specializes in customer messaging, and Salesforce, a leader in customer relationship management, are both tools that have revolutionized the way businesses operate. When integrated, they can optimize customer relations and streamline processes. In this article, we will explore what Intercom and Salesforce are, the importance of their integration, and how to effectively integrate them for business success.


Exploring Intercom



Intercom, which came into existence in 2011, is renowned as a conversational relationship platform. It is particularly tailored to facilitate communication between businesses and customers by utilizing personalized, messenger-based experiences.


Core Features of Intercom

  1. Live Chat: One of Intercom’s standout features is live chat, which allows businesses to communicate with customers in real time through their websites. This feature is crucial for addressing customer inquiries, solving problems, and even converting prospects into customers.
  2. Customer Engagement: Through automated and targeted messages, Intercom enables businesses to engage with customers effectively. This includes sending in-app messages, emails, and push notifications based on user behavior.
  3. Support Services: Intercom offers a robust support suite that includes a help centre, chatbots, and a shared inbox for team collaboration. This ensures that customer inquiries are addressed efficiently.
  4. Product Tours: The intercom enables the creation of interactive product tours. This helps in onboarding new users by guiding them through the features of a product.
  5. Integrations: The intercom can be integrated with various other tools, allowing for data syncing and extending its capabilities.


Companies of all sizes integrate Intercom into their websites and apps to facilitate customer communication. For instance, an e-commerce business might use Intercom’s live chat to assist customers with their orders, while a SaaS company might use product tours to onboard new users.


Exploring Salesforce



Salesforce is a forerunner in the CRM domain and has been since its foundation in 1999. Customer Relationship Management (CRM) involves managing a company’s interactions with current and potential customers. It is a strategic approach that helps companies understand their customers’ needs and behaviors, thereby nurturing stronger relationships.


Core Features of Salesforce

  1. Contact and Lead Management: Salesforce allows businesses to store a wealth of information on customers and prospects, including activity history, communications, and internal account discussions. This allows for a 360-degree view of each customer.
  2. Sales Automation: Automating mundane tasks is a key feature. Salesforce helps in managing leads, opportunities, and accounts, allowing sales reps to spend more time with customers.
  3. Marketing Automation: Through Salesforce’s Marketing Cloud, businesses can create and manage marketing campaigns. This includes email marketing, social media, and web personalization.
  4. Customer Service and Support: Salesforce Service Cloud enables businesses to provide end-to-end customer service. Features like case tracking, social media integration, and a knowledge base help in resolving customer issues faster.
  5. Analytics: With Salesforce Einstein Analytics, users can create custom dashboards and reports. This helps in analyzing data from different sources, gaining insights that inform decision-making.
  6. Customization and App Development: Salesforce allows for customization according to business needs. Moreover, users can build their own applications through the Salesforce Platform.
  7. Community Building: Salesforce Community Cloud helps in building thriving communities with direct communication channels for customers, partners, and employees.


The Need for Integration

Intercom and Salesforce integration


The integration of Intercom and Salesforce addresses a multitude of challenges that businesses face, particularly when dealing with customer data and communication.


Managing Customer Data Across Platforms

For businesses that use multiple platforms like Intercom for customer communication and Salesforce for CRM, one of the major challenges is managing customer data across these platforms. Here’s why integrating the two is essential:

  • Single Source of Truth: Integration ensures that the customer data in Salesforce and Intercom is synchronized. For example, when a customer provides information via Intercom chat, this data is automatically updated in Salesforce. This synchronization ensures that there is one accurate, up-to-date record for each customer.
  • Avoid Data Discrepancies: Without integration, teams might end up using different sets of data, which can lead to discrepancies. Integration minimizes this risk by ensuring that everyone is on the same page regarding customer data.


Consistency in Customer Communication

  • Aligning Communication Strategies: Integrating Intercom and Salesforce ensures that customer communication is consistent across various channels. For example, if a customer has had a recent chat via Intercom, the sales team using Salesforce is aware of this and can tailor their communication accordingly.
  • Enhanced Customer Experience: A unified communication approach ensures that the customer does not receive redundant messages and that communication is relevant and timely.


Streamlining Marketing and Sales Efforts

  • Access to Complete Customer Profiles: Sales and marketing teams can have a complete view of the customer, including communication history, preferences, and past purchases. This information can be leveraged for targeted marketing campaigns and sales pitches.
  • Efficiency and Productivity: A single, integrated platform minimizes the need to switch between tools, which in turn increases efficiency and productivity.


Benefits of Synchronized Data

synchronization of data


The synchronization of data between Intercom and Salesforce is not just a solution to challenges but presents its own set of benefits.


Real-time Customer Insights

  • Informed Decision Making: By having real-time data, businesses can make decisions that are timely and based on the latest information. For example, a support agent talking to a customer can see their entire interaction history and make recommendations based on this data.


Enhanced Personalization in Communication

  • Tailored Communication: Access to detailed customer profiles means that communication can be highly personalized. For example, marketing emails can include content that is specifically relevant to each customer’s interests and previous interactions.


Improved Team Collaboration

  • Unified Data for Team Collaboration: When customer data is synchronized between Intercom and Salesforce, it’s easier for different teams (e.g., sales, support, marketing) to collaborate. They can easily pick up where the other left off in the customer journey, resulting in a seamless experience for both the customer and the teams involved.


How to Integrate Intercom and Salesforce

Intercom and Salesforce integrations


Before diving into the integration process, it’s crucial to have a strategic approach. This entails considering the specifics of your business and how the integration can be optimized for your needs.


Analyzing Business Needs

  • Determine Objectives: What do you aim to achieve with this integration? Is it for better customer support, sales acceleration, or marketing? Having clear objectives will help in configuring the integration to meet these goals.


Assessing Data Security and Compliance

  • Data Handling and Privacy: Ensure that the integration complies with data protection laws like GDPR. Check how the data will be stored and processed and make sure it adheres to your company’s data protection policies.


Planning Integration Scope and Objectives

  • Identify Key Data and Features: Which specific data and features do you want to integrate? For example, you might want to sync customer contact details and communication history but not billing information.


Step-by-Step Integration Guide

Integration diagram, logo


Configuring Salesforce Settings

  • Create API Users: Log in to your Salesforce account, and create a new API user. This user should have the necessary permissions to access the data you want to sync with Intercom.
  • Set Permissions: Ensure that the API user has the correct permissions. This is important for data security and to ensure that the integration can access the data it needs.
  • Configure Webhooks (if required): If you want to automate data syncing, you might need to use Webhooks. Set them up in Salesforce to push data to Intercom automatically.


Setting up Intercom App

  1. Find Salesforce Integration App: Go to the Intercom App Store, and search for the Salesforce integration app.
  2. Install Salesforce Integration App: Click on the Salesforce app and follow the prompts to install it in your Intercom account.


Connecting Intercom and Salesforce

  1. Navigate to Integration Settings: In your Intercom account, go to the settings of the Salesforce integration app you installed.
  2. Authorize the Connection: Input your Salesforce API user credentials. This will allow Intercom to access the necessary data in Salesforce.


Mapping Fields and Data Synchronization

  • Determine Data Fields: Decide which data fields you want to sync between Salesforce and Intercom. For example, this might include customer names, email addresses, and purchase histories.
  • Configure Field Mapping: In the integration settings, map the fields between Intercom and Salesforce. For example, map the ’email’ field in Intercom to the ‘Email Address field in Salesforce. This ensures that data will be synced correctly.


Testing and Troubleshooting the Integration

  1. Perform Tests: Once everything is configured, perform a series of tests to ensure that data is syncing correctly between Intercom and Salesforce.
  2. Troubleshoot If Necessary: If you encounter any issues during testing, consult the documentation for both Intercom and Salesforce. If necessary, contact their support teams for assistance.
  3. Monitor and Optimize: After the integration is live, continuously monitor its performance and make any necessary optimizations.


By following these steps, you should be able to successfully integrate Intercom and Salesforce. This integration can help in streamlining your customer communication and CRM processes, ultimately contributing to better customer experiences and improved business performance.


Best Practices for Intercom and Salesforce Integration

Intercom and Salesforce Integration


To fully realize the potential of integrating Intercom and Salesforce, businesses should adopt best practices in data management, customization, and employee training.


Ensuring Clean and Up-to-Date Customer Data

  • Regularly Audit Data: Set up a regular audit schedule to ensure that customer data is accurate and up-to-date. This includes deleting duplicates and updating outdated information.
  • Implement Data Validation: Integrate data validation mechanisms to prevent the entry of incorrect data. This ensures that the data used across both platforms is reliable.


Customizing Workflows and Automation

  • Customize to Business Processes: Each business has unique processes. Customize the workflows in Intercom and Salesforce to align with your specific business needs. For example, you may create automation rules that notify sales reps when a lead engages through Intercom chat.
  • Use Automation Thoughtfully: Automation can save time but used indiscriminately can create a depersonalized customer experience. Balance automation with personal touchpoints for an optimal customer experience.


Training Team Members

  • Regular Training Sessions: Conduct regular training sessions to ensure that team members are up-to-speed with the features and functionalities of the integrated systems.
  • Create Documentation: Develop internal documentation and guides that team members can refer to for help with the integrated system.


Case Study

Tech Startup Streamlines Customer Support and Sales

  • Background: A tech startup specializing in cloud-based solutions faced challenges managing customer support queries and efficiently converting these interactions into sales.
  • Integration Implementation: By integrating Intercom with Salesforce, the startup was able to automatically sync customer interactions from Intercom into Salesforce. This allowed the sales team to have real-time information about customer queries.
  • Results: The integration resulted in a streamlined customer support and sales process. The startup experienced increased customer satisfaction due to faster response times and saw significant revenue growth as the sales team could effectively follow up on leads.


Future Outlook: Intercom and Salesforce Synergy

Intercom and Salesforce Synergy


Upcoming Features and Enhancements

  • AI-Powered Insights: As technology evolves, expect more advanced AI features to be integrated, such as predictive analytics, which can help businesses anticipate customer needs and personalize communication even further.
  • Enhanced Automation: Future integrations may include more sophisticated automation features, allowing for even more efficient communication and data management processes.


Staying Agile in a Dynamic Business Environment

  • Continuous Evaluation and Adaptation: Businesses should continuously evaluate the performance of the Intercom and Salesforce integration and adapt as needed. This includes staying up-to-date with new features and enhancements.
  • Feedback Loop: Implement a feedback loop where employees can share insights and suggestions on improving the integration. This encourages continuous improvement.
  • Leverage Integration for Competitive Advantage: By staying agile and continuously improving the integration, businesses can utilize Intercom and Salesforce to maintain a competitive edge in a dynamic business landscape.



Integrating Intercom and Salesforce holds immense potential for businesses seeking to optimize customer relations and streamline processes. By ensuring a seamless flow of data, businesses can achieve real-time insights, enhance personalization, and foster collaboration. As technology evolves, this integration is expected to offer even more powerful features that can further catalyze business growth.

To take your business to the next level and stay ahead in this dynamic landscape, it’s essential to have the right partner guiding you. Ubique Digital Solutions specializes in crafting tailored solutions and strategies that fit your unique needs. Don’t leave your success to chance; partner with Ubique Digital Solutions to unlock the full potential of your Intercom and Salesforce integration. Elevate your customer experience and supercharge your operations. Take the first step towards boosting your business to success by contacting Ubique Digital Solutions today.



Q: Why should I integrate Intercom with Salesforce?

Integrating Intercom with Salesforce allows for streamlined customer communication and ensures data consistency across platforms. This integration enhances marketing and sales efforts by providing real-time customer insights, personalized communication, and fostering team collaboration. By having a single source of truth for customer data, businesses can make more informed decisions and offer improved customer experiences.


Q: Are there any security concerns with integrating Intercom and Salesforce?

Like any integration, security is a crucial concern. It is important to ensure that data is handled securely and that compliance with regulations is maintained. Review the security settings and policies of both Intercom and Salesforce. It’s advisable to work with a team that has expertise in data security and compliance to minimize risks.


Q: Can I customize the integration to suit my business needs?

Yes, you can customize the integration in various ways to suit your business needs. This includes customizing data synchronization, field mapping, and creating workflows and automation rules that align with your business processes. Regularly evaluate the integration to ensure it continues to meet your objectives as your business evolves.


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