Trustpilot brings people, apps, and partners together in Slack

Global teams, legacy workflows

Trustpilot’s pool of 400M+ reviews help consumers worldwide make more informed buying decisions. “We've got hubs in London, New York, Copenhagen, plus multiple other offices,” said Dave Williams, CTO. That global footprint means seamless employee collaboration is essential.

Disconnected workflows, communication bottlenecks, and legacy systems made it harder for distributed employees — known internally as "trusties" — to work efficiently. Incident responses were often difficult to coordinate, information could become scattered during outages, and developers sometimes found themselves waiting on emails and approvals before moving work forward.

Employees also contended with app fatigue and constant context switching as they navigated multiple tools to complete everyday tasks.

Trustpilot knew that unifying communication, data, and workflows was key to helping employees spend less time switching tools and more time delivering value.

Internal and external collaboration

Trustpilot uses Slack to bring collaboration processes together in one place so trusties can work faster and stay aligned. The tool has become so embedded in daily work, some of them jokingly refer to themselves as “Slack addicts.”

“We are massive Slack users — it's the collaboration space that trusties spend most of their days in,” said Williams. “It isn't just a messaging product. It's also increasingly become a system of workflows where we engage with partners and task providers.”

Partner and provider engagement means Slack connectivity extends beyond Trustpilot’s walls. Through 128 Slack Connect channels, employees collaborate with 177 partners and vendors in shared workspaces that bring conversations, updates, and decisions into one hub. By working together in dedicated channels and threads, teams can resolve questions and unblock projects in minutes rather than waiting on lengthy email exchanges.

Uniting apps, data, and people

Trustpilot’s widespread adoption of the tool is driven by its deep integration with their technology ecosystem. Each month, employees trigger more than 178,600 app actions across 58 connected business applications, including Jira Cloud, ARMOR, Confluence Cloud, Google Drive, Google Calendar, Zoom, ServiceBot, DocuSign, and New Relic. Data and notifications from those apps — many of which were connected through Slack Marketplace — appear where employees already work, allowing them to take action without switching between tools.

“Any campaign performance metric available in ARMOR can be surfaced directly in Slack as a message,” said Roz Maher, Head of Marketing Technology. “You don't even need to log into the other tool because it’s all right there.”

Instead of searching across email inboxes, meetings, and siloed systems to find information, employees go to Slack for everything from company-wide leadership updates and IT support to learning resources and anonymous Q&A sessions.

Automation takes that convenience even further. Trustpilot has built 245 active no-code workflows that automate routine processes and operational tasks. For example, when New Relic detects a system issue, it automatically sends an alert in Slack, where workflows generate Jira tickets, create dedicated incident channels, and surface the resources teams need to coordinate a response.

Accelerated AI development

During their 8-week Agentforce build, Trustpilot’s teams stayed connected with Salesforce Professional Services through Slack, which accelerated development. After daily stand-ups, the team tracked actions and used threads to get fast answers to technical questions — eliminating the delays that typically come with email chains.

Cross-functional workflows

With Slack, Trustpilot embedded automation directly into cross-functional processes so teams could respond faster and stay aligned. For example, the IT team built workflows that automatically coordinate incident response activities, reducing manual effort during outages and keeping everyone working from the same information.

Secure, organized external engagement

With Slack Connect channels, employees collaborate with 177 external partners, making it easier to coordinate projects, resolve issues, and share updates without long email chains. 75% of users save at least 1 hour each month, so they can focus on execution rather than tracking down information or waiting for responses.