How to Connect Your CRM to Your Review Request System

The most common reason businesses don't collect enough reviews isn't that customers are unwilling to leave them. It's that the ask never happens. Someone closes a deal, marks it complete in their CRM, and moves on. The follow-up review request gets forgotten.

CRM-triggered review requests fix this entirely. Here's how to set them up, regardless of which CRM you use.

Why CRM-Triggered Requests Outperform Manual Ones

Timing accuracy. The best moment to ask for a review is 1–5 days after a positive interaction while the experience is still fresh. With a manual process, you might ask 2 weeks later or not at all. A CRM trigger fires based on when the deal closes or the service completes, not when someone remembers to send a message.

Consistency. Manual processes have good weeks and bad weeks. If your team is slammed, review requests are usually the first thing dropped. An automated CRM integration sends every single time, regardless of team capacity.

No human forgetfulness. This sounds obvious, but it's the biggest issue. A study by BrightLocal found that 67% of customers will leave a review if asked. The failure point is almost always the ask not happening, not customer unwillingness.

Personalization at scale. Your CRM has customer names, service types, transaction dates, and rep names. A CRM-triggered request can use all of this data to personalize each message without anyone having to type it manually.

Popular CRM Integrations

HubSpot

Native integration: Laudy offers a native HubSpot integration. You can set a workflow trigger when a Deal moves to "Closed Won" or when a Contact receives a specific tag (like "Service Complete"). The integration maps HubSpot properties directly to review request fields.

Setup steps:

1. In HubSpot, go to Automation > Workflows
2. Create a new Contact-based workflow
3. Trigger: Deal stage = Closed Won (or your equivalent)
4. Add a delay of 2–3 days
5. Add a webhook action pointing to Laudy's API endpoint (or use the native integration if available)
6. Map: Contact email, First Name, Company, Deal name (as service reference)

Via Zapier: If you prefer Zapier, trigger on "Deal Stage Changed" and send to Laudy's "Create Review Request" action.

Salesforce

Salesforce doesn't have a native Laudy integration, but the Zapier connection is robust.

Setup via Zapier:

1. Trigger: Salesforce > "Updated Record" on Opportunity object
2. Filter: Stage = "Closed Won"
3. Action: Laudy > "Send Review Request"
4. Field mapping: Contact Email, Contact First Name, Account Name, Close Date

Via Salesforce Flow: More technical but more powerful. Use Flow Builder to create a Record-Triggered Flow on Opportunity. When Stage changes to Closed Won, use an HTTP callout action to hit Laudy's API directly. This removes the Zapier dependency and fires faster.

Zoho CRM

Native integration: Zoho Marketplace has review management connections. Check for a Laudy listing, or use Zoho Flow (their native automation tool) as a Zapier alternative.

Setup via Zoho Flow:

1. Trigger: Deal stage changed to "Won"
2. Action: HTTP Request to Laudy's webhook
3. Payload: Contact email, contact name, deal name, close date

Zoho Flow is included in most Zoho plans and works reliably for this use case.

Keap (formerly Infusionsoft)

Keap has a powerful internal campaign builder that can trigger external webhooks.

Setup in Keap Campaign Builder:

1. Create a new campaign
2. Goal: Tag Applied (tag = "Job Complete" or "Closed Won")
3. Sequence: 3-day timer, then HTTP Post to Laudy webhook
4. Map fields from Keap contact record

Keap users often find this the cleanest solution because everything lives inside Keap's existing automation infrastructure.

Pipedrive

Pipedrive has a native Zapier integration that works well.

Setup via Zapier:

1. Trigger: Pipedrive > "Deal Stage Changed"
2. Filter: Stage name = "Won" or your equivalent
3. Delay: 3 days
4. Action: Laudy > "Send Review Request"
5. Map: Person email, Person name, Deal title, Organization name

Pipedrive also has an Automations feature built in (available on Advanced+ plans) that can fire webhooks without Zapier.

Field Mapping: What to Pass to Your Review System

For any CRM integration, you'll want to map these fields:

The more of these you map, the more specific and personal the review request feels. A message referencing the specific service performed gets a higher response rate than a generic "How did we do?" message.

Testing the Automation Before Going Live

Never skip testing. A broken automation that sends to the wrong email address or fires at the wrong time is worse than no automation at all.

Pre-launch checklist:

• Create a test contact in your CRM using your own email address
• Move the deal through your pipeline to the trigger stage
• Confirm the review request arrives in your inbox within the expected timeframe
• Check all personalization variables filled correctly (no FIRST_NAME placeholders showing)
• Test the review link in the message — confirm it opens your Google review page
• Move the same contact through the pipeline a second time. Confirm the system does NOT send a duplicate (your suppression list should catch this)

Suppression list: Most review platforms maintain a list of contacts who've already been requested. Before going live, confirm your CRM integration passes a unique identifier (email address works) so the system can check for duplicates.

Measuring Conversion From CRM-Triggered Requests

Once your integration is live, track these metrics monthly:

• Request send rate: What percentage of Closed Won deals trigger a request? Should be close to 100%.
• Open rate: Are customers opening the email? Benchmark is 35–50% for post-service emails.
• Review completion rate: What percentage of opened requests result in a review? Benchmark is 10–20%.
• Lag time: How many days between deal close and review posted? Should be 3–7 days.

If your completion rate is below 10%, the message copy needs work. If your open rate is below 25%, the subject line or sender name needs adjustment.

Laudy integrates directly with the most popular CRMs, making CRM-triggered review requests a one-time setup. Get started with Laudy and have your first automated review request live today.