customer-data silos connected in one architecture
3→1
For this furniture wholesaler, the customer relationship extended across service requests, telephone conversations and commercial follow-up. Zendesk, Aircall and HubSpot each supported a specific part of that relationship.
The challenge was to connect these existing sources so that customer context could inform both service and sales. A conversation with support should contribute to the understanding of an account, just as commercial history should help a support team understand a request.
Challenge
Customer information was split between Zendesk for support, Aircall for calls and HubSpot for CRM. Each tool held a useful part of the relationship, but the three systems did not provide a shared view of the customer lifecycle.
Support agents answered tickets without the full context of previous interactions. Sales teams struggled to identify relevant upsell opportunities, while marketing and sales data could not easily be analyzed together. Teams had to make decisions from an incomplete picture of the same customer.
Solution
The project brought the three customer-data flows into a common architecture. This connected foundation supported two complementary uses of AI: helping support teams handle incoming demand and helping commercial teams identify relevant opportunities.
Unified Zendesk support data, Aircall call data and HubSpot CRM data in a shared architecture.
Introduced a customer support AI agent to automate straightforward responses and prioritize critical tickets.
Added pre-sales AI to analyze sales and marketing information together and identify targeted upsell opportunities.
Made a shared, 360-degree customer view accessible across teams.
Results
The wholesaler gained a shared view of its customer relationships across support, calls and CRM. Customer service was relieved of part of its routine workload and could focus more attention on complex cases.
The source account also reports an increase in average basket value through predictive recommendations. No percentage or measurement period was provided, so this result is presented qualitatively. The documented outcome is a more connected customer operation, with support and commercial teams working from the same data foundation.
