Why connect surveys to more than just Salesforce
With the proliferation of application programming interface (API) technology, it’s now possible to enable communication between disparate applications. Doing so increases their value by creating platforms or ecosystems. In fact, the term “API Economy” emerged to describe how APIs can positively affect an organization’s profitability.
Gartner defines the API Economy as “…a set of business models and channels based on secure access of functionality and exchange of data. APIs make it easier to integrate and connect people, places, systems, data, things and algorithms, create new user experiences, share data and information, authenticate people and things, enable transactions and algorithms, leverage third-party algorithms, and create new product/services and business models.” Gartner also predicted that by the end of 2016, 50% of B2B collaboration would take place through Web APIs.
What does this have to do with your survey solution?
If you’re a Clicktools user, you may be perfectly happy with the built-in integration with Salesforce that allows you to manage customer data and customer feedback in one place. Great. That makes perfect sense. But what about also using other third-party data to drive surveys?
For example, do you use a marketing automation solution? Using an API, you could deploy surveys using information stored in the MA solution or integrate responses to the contacts within it. As another example: if you rely on a product such as Workday to automate your professional services, you could leverage the API to deploy satisfaction surveys based on info stored in Workday.
APIs provide the building blocks to create powerful platforms and to derive even greater value from the solutions you already use. Just consider the ways you might utilize Clicktools features and functionality to deploy surveys based on data within other systems. This will take you beyond the Salesforce paradigm, into the exciting innovations driving the API Economy, and into new realms of possibility for connecting with customers, increasing engagement, and improving experience.
JOIN THE CLICKTOOLS BETA: Clicktools now offers an API (beta) that can be used to pass information in and out of Clicktools. To participate in the BETA API program, please contact your Clicktools customer success manager or email firstname.lastname@example.org. For more information, please refer to the Clicktools REST API reference documentation.