Trustpilot boosts conversions and sharpens targeting with Customer 360

Four CRMs, disjointed experiences

Trustpilot helps build consumer trust by providing customer reviews for thousands of businesses on a single platform. Internally, however, their B2B customer data was scattered across four separate CRMs, leaving their teams without a unified view of account history, interactions, and risk.

"Different functions across the business had separate CRM instances, and there wasn’t a platform bringing teams together,” said Dave Williams, CTO. “Our marketing operations weren't connected to our commercial go-to-market operation."

This lack of visibility could create disjointed experiences. A customer might spend hours resolving a review dispute with the trust team, only to get a renewal call the next day from a customer success manager unaware of the situation.

Trustpilot knew that bringing their customer data, teams, and workflows together would help them deliver consistent, personalized experiences every time — and better support their mission of building trust in the digital marketplace.

A shared view of every customer

To expand sales operations and create a connected view of their customers across the business, Trustpilot embarked on a multi-year digital transformation to unify the four disparate systems into one. Built on Agentforce Service, their resulting deeply integrated CRM gives employees access to every customer interaction through one connected system of record.

“Agentforce Service plays a major role in our CRM, powering not only how we support businesses and consumers, but also enabling our employees to have a much more well-rounded view of all customer touchpoints,” said Williams.

For example, if a customer success manager needs to prepare for a renewal conversation, they can see service cases, NPS scores, account history, marketing engagement, and commercial activity in their service console.

Behind the scenes, Customer 360 connects Agentforce Sales, Service, and Marketing, consolidating data that was previously spread across multiple Salesforce instances and tools. Account activity, engagement signals, support history, renewal data, and more feed directly into the CRM, giving every line of Trustpilot’s business a complete, real-time view of each customer relationship.

Whether supporting a business through a review dispute, preparing for a renewal conversation, or responding to a customer inquiry, every team can act based on the same context, helping Trustpilot deliver faster, more consistent experiences that strengthen trust.

More context, more conversions

Behind Trustpilot’s unified CRM is a connected data architecture powered by Data 360, which serves as the company’s system of context.

Customer and lead data from Google BigQuery — including information captured through website forms and Trustpilot’s legacy chatbot — is ingested via zero-copy integration into Data 360 and harmonized into a single customer profile. That data then flows into Agentforce Sales, Marketing, and Service, ensuring every team is working from the same information.

This connected architecture ensures that Trustpilot’s teams can build on each other’s momentum. For example, Agentforce Marketing uses customer, service, and engagement data to build sophisticated audience segments, identify high-potential prospects, and orchestrate B2C and B2B journeys. Then, via a Salesforce Flow, qualified leads are automatically routed into Agentforce Sales, where account executives can manage opportunities, delegate leads to Agentforce agents, track pipeline health, and forecast revenue.

Because Agentforce Sales and Service share the same system of context, commercial teams also have visibility into support activity that could impact customer relationships. For example, a customer success manager preparing for a renewal can see open service cases and NPS scores directly within their sales workflow, helping them make informed decisions and tailor the way they approach each customer.

Turning connected data into impact

By bringing customer data from marketing, sales, and service together on a single platform, Trustpilot is seeing value across the business. After migrating to Agentforce Marketing, they increased the number of available customer segments by 63%, enabling more targeted engagement and more sophisticated customer journeys. Having a unified system of work and context has also generated net contract savings while simplifying daily tasks for employees and creating more consistent customer experiences.

With that unified data foundation, Trustpilot is also accelerating their AI strategy. Because AI agents have access to the same customer data and internal knowledge as employees, they can deliver personalized recommendations, automate workflows, and take action with the full context of every customer. Today, those capabilities power Sam, Trustpilot's customer-facing support agent, and Mira, an internal service agent that helps the trust team investigate fraudulent reviews more efficiently.

Looking ahead, Trustpilot plans to build additional AI agents that automate prospect research, qualify and enrich leads, and identify enterprise accounts most likely to engage, helping sales and marketing teams focus their time where it matters most.

“Marketing and commercial outreach to enterprise accounts is the most expensive outreach,” said Roz Maher, Head of Marketing Technology. “If we get better at targeting and knowing if an account is ready for us to start talking to them, we can harness our manual effort.”

Zero-copy data architecture

With Data 360’s zero-copy architecture, Trustpilot gives commercial teams and agents access to customer and lead data stored in Google BigQuery without moving or duplicating it. This makes everything from website form submissions to legacy chatbot interactions available in real time through a single source of truth.

On-demand learning in Trailhead

Trailhead was pivotal for helping Trustpilot’s employees build the skills they needed to gain the full value of their Customer 360 solutions. “If you find Salesforce confusing, get on Trailhead,” said Maher. “The information in there will break everything down for you and make it easily digestible.”

Rooted in trust

Trustpilot was built around trust – and is one of the reasons the company was founded. That commitment was central to Trustpilot's decision to build with Salesforce. Salesforce’s Agentic Enterprise Architecture gives them the secure, stable infrastructure needed to grow confidently in a fast-moving industry, all while protecting their customers’ trust.