Optimizing CRM Integration: Harnessing Webhooks for Seamless Connectivity
Leveraging webhooks for smooth CRM integration, optimising connectivity.
Webhooks/Pixel Triggers
Web
Explore the seamless integration of CRM
Project Overview
What are CRMs and Webhooks ?CRMs, or Customer Relationship Management systems, are tools designed to manage a company's interactions with current and potential customers. They help businesses improve customer service, increase sales, and retain customers by centralising customer information, automating sales and marketing processes, and providing analytics for informed decision-making.
Webhooks are user-defined HTTP callbacks that are triggered by specific events. They allow different systems to communicate in real-time, enabling automated workflows and data synchronisation across applications. Webhooks are particularly useful for integrating web applications and services, enhancing functionality, and improving user experiences.
Why Webhooks are used in CRMs ?
- Real-time Data Synchronisation: Webhooks allow CRM systems to receive real-time updates from other systems.
- Automation and Workflow Integration: By using webhooks, CRM systems can automate workflows and processes.
- Efficiency and Scalability: Webhooks enable more efficient use of resources by reducing the need for constant polling or manual data synchronisation.
Approach Workflow
Server-Side Pixels
A server-side pixel is a small, invisible code embedded in web pages or emails that sends a request to a server when loaded or clicked, allowing for real-time tracking and interaction tracking without client-side scripts.
Server-side pixels can be used to track user interactions without relying on cookies or JavaScript, which can be blocked by privacy settings or extensions in browsers. This makes them a more reliable method for tracking, especially in environments where privacy is a concern.
Implementing Custom Webhooks
Implementing custom webhook solutions can be fraught with challenges, including the complexity of handling varying data payloads from different services, ensuring security through authentication and data validation, managing errors and retries to maintain data integrity, scaling to handle high traffic volumes without performance degradation, and the rigorous testing and debugging required to ensure reliability. Additionally, integrating webhooks with existing systems, especially legacy ones, can be complex, requiring careful planning and execution to ensure seamless operation and data consistency. Despite these hurdles, custom webhooks offer powerful capabilities for enhancing system integration and interoperability, enabling real-time data exchange and automation across various applications and services.
Building a scalable webhook generator for system-wide use.
Various CRM vendors have different payload types that are required by them and it is not feasible to re-write the code over and over again to accept the changes for each and every vendor.
To solve this we came up with a Request Builder which accepts any payload and sends the data to the respective webhook.The challenge with this was if any new parameters are added we will have to make provision for them again.
To solve this problem we came up with the dynamic request where every parameter can be configured and saved. Additional/new parameters will be saved as additional parameters.
A more optimised way that we implemented this was the two step process.
The Two Step Process
We had a requirement where a webhook will be used across the platform but the parameters may vary from instance to instance.Instead of rewriting the webhooks again and again we devised the following plan of action.
Step 1: Configure the webhook with the type(GET/POST) and data-type(JSON/multipart/form-data) with the required tokens and payload that will be used across the entire application. We call this as an Event.
Step 2: Add custom parameters and map the data to the respective fields(key-value pairs). and save the payload. We call this as an Action.
Every action is linked to a event. We can have a single event and have multiple copies of that event with additional(custom) parameters.We can then trigger the webhook(ACTION) for the purpose it was created.Again for this webhook we can have a pixel that triggers.
Further more these requests/triggers were handled by custom Job Queues.
The Server Side Click Script
A requirement was to track every new user that lands on the page and save the details.
We have a script running that checks when a new user lands on the webpage. This script then triggers a webhook ‘api/web-traffic/{token}’ which captures the data from the page for that unique user and inserts it in the database.
Post processing we trigger a configured pixel (eg. https://tester.free.beeceptor.com) which might take the following payload.
Conclusion
In summary, while webhook implementations offer powerful capabilities for integrating different systems and services, they come with their own set of challenges. Addressing these challenges requires careful planning, robust error handling, secure design practices, and thorough testing. Despite these challenges, when implemented correctly, webhooks can significantly enhance the integration and interoperability of web applications and services**.**
References
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