Table of Contents

Inbound Support: Enrich Customer Data from a CRM or other Business Software

JQ Lee Updated by JQ Lee

Business Goal: Get the most up-to-date information about a Contact.

Retrieve customer properties like Fields from your existing CRM or business software that holds your primary customer list and add the data to the Contact in

Benefits of Enriching Customer Data

Use the latest customer data collected from your CRM or business software to:

  • know if a Contact is an existing customer.
  • give support agents visibility to additional properties about a customer.
  • route customers differently based on their properties.

Method for Enriching Customer Data

  • Retrieve customer data from an external CRM or business software using Workflows.

Get up-to-date customer data

Method Objectives

  • Provide Contact’s identifier to your CRM.
  • Save retrieved data.
  • Update Contact’s information on the platform.

Workflow Setup

Tip: Consider using the Ask for Phone Number or Email method earlier in the Workflow.

Here’s how to use an HTTP Request to retrieve one field from an external CRM.

use an HTTP Request to retrieve one field from an external CRM
Provide Contact’s Identifier to your CRM
Tip: Learn more about sending HTTP requests here.

Use the HTTP Request Step to provide the Contact’s identifier to your CRM or business software. In this example, we’ll use Email as the Contact’s identifier. Keep in mind, your CRM may use Email, Phone Number or some other identifier.

HubSpot HTTP Request initial configuration
1. Add HTTP Request Step and select the request method GET from the dropdown.
2. Input the URL endpoint for HubSpot API with your HubSpot API Key (hapikey). Here’s how to get your HubSpot API Key.
3. Expand Body toggle, select application/json as Content-Type Header and leave the Request Body field empty as it’s not required for the GET method.
4. For the Header toggle, leave the Key and Value field empty as it’s not required by HubSpot.

Save Retrieved Data

Response Mapping is used to save the information you get from the CRM as a Variable. The Variable can later be used to update the Contact’s field on This example will show you how to save the Customer ID field as a Variable.

HubSpot Response Mapping configuration
In order to map the retrieved data, you’ll need to know what the response looks like. For our HubSpot API call example, we can see the response sample here. If you want to see what your specific response looks like, use Postman.

1. Pick the fields you want to retrieve. In this example, we’ll retrieve the vid field to get HubSpot Unique Customer ID.

2. In the HTTP Request configuration panel, expand the Response Mapping toggle, add $.vid in the JSON Key field and give it a Variable name. Here’s how to fill JSON Key for different response formats.

Update Contact information on platform
Tip: Learn more about Update Contact Field Step here.

Use Update Contact Field Step to automatically update a Contact’s data in Here’s an example of how to update one field.

Update Contact Field configuration
1. Add Update Contact Field Step and select the field you want to save from dropdown.
2. Input in the field with the Variable from the Response Mapping section.


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