CRM integrations
Connect your CRM, choose fields and records, and manage changes to your sync.
Connect a CRM to bring company and contact records into Cust. Admins manage connections in Settings → Integrations. The records available to Cust depend on the connected account's access and the sync configuration.
Choose a provider
| Provider | Connection |
|---|---|
| Salesforce | Authorize access to your Salesforce organization. |
| HubSpot | Authorize access to your HubSpot account. |
| Close | Authorize access to Close. |
| Zoho | Authorize access to Zoho CRM. |
| Nutshell | Enter the credentials requested by the connection form. |
Use the connection's details to check which resources and fields are configured. Resource selection and mapping controls differ by provider and connection type. Connecting a CRM does not automatically limit the import to won deals or paying customers.
Managed Salesforce and HubSpot sync
Managed connections let you configure company, contact, and custom-object syncs in Cust. Open the connection, choose the object, and review its field selection and settings.
- Choose the target. Map the source object to companies, contacts, or a custom object.
- Select fields. Select the values Cust should store. Where supported, turn Write back on only for fields you want Cust to update in the CRM.
- Set key fields. A contact sync needs an email field. Custom objects need a timestamp and a company reference. An external ID can identify records from another system; company syncs can also use a parent-company field.
- Set a record filter. Limit the source records included in this sync, if needed.
- Review and apply. Check the field-change preview before applying the selection, then check the sync status.
HubSpot properties with several selected options can map to multi-select custom fields. Available field types and relationship mappings depend on the source object. Check the fields offered by the connection rather than assuming every CRM value has the same representation in Cust.
Contact additional email addresses
After importing email fields from your CRM, open Settings → Objects → Contact and review the built-in field mappings. Additional emails accepts more than one source field. Cust combines valid addresses from those fields and removes duplicates.
Additional addresses help match emails, meetings, and support conversations when none of their participants matches a contact's primary email. Keep the primary email populated; additional addresses provide a matching fallback and do not replace the contact's primary address.
Update CRM fields from Cust
Managed fields carry a source badge or provider icon. Hover over it to see the CRM field it mirrors and whether edits can sync back.
| State | Meaning | Next step |
|---|---|---|
| Read-only | Values come from the CRM. | Change the value in the CRM, or ask an admin to review Write back in the field selection. |
| Writable | The active mapping allows edits to sync to the CRM. | Edit the field in Cust and verify the resulting value in the source record. |
| Broken or a warning icon | The mapping can no longer sync. The tooltip explains the reason, and syncing is paused for this field. | Ask an admin to refresh and repair the mapping. |
For example, after the customer confirms a new renewal date:
- Open the company's data and locate the CRM-managed renewal-date field. Check that its source tooltip says edits sync back to the CRM.
- Save the confirmed date, or ask the Assistant to update that field using the customer conversation as context.
- Read the result. A manual edit reports that the value was updated and queued for sync to the provider. The Assistant widget says Queued for push to the source system. Both mean the change is waiting to be sent to the CRM.
- Open the same company in the CRM and check the actual renewal-date property. A saved Cust value or queued message alone does not confirm the CRM accepted the update.
The confirmation appears after saving the field. After changing Pfizer’s renewal date to October 30, 2026, open the matching HubSpot company property to verify that the new date arrived.
Writeback needs a connected provider, an enabled sync, and an active field mapping with Write back on. The CRM must allow the connected account to edit that property. Provider read-only fields have a disabled Write back switch.
Repair a paused field
An admin should open the CRM integration and use Refresh from Salesforce or Refresh from HubSpot to read the latest source schema. Open the affected object's field selection, review the field's availability and type, and correct the selection or writeback setting. Check the Apply field selection preview before applying it.
If the source field was removed or its access changed, fix that in the CRM first. Removing a managed field from the selection deletes its stored values in Cust. After the mapping is healthy, check the intended value in both systems. Contact Cust with the provider, company, field, and time of the attempted update if they still differ.
HubSpot calls
Open the HubSpot integration and turn on Calls to sync HubSpot call activities as call interactions. This switch is separate from company, contact, and custom-object field selection.
Cust imports the call title, logged body or notes, call time, direction, outcome, duration, and owner where available. Calls are linked using the HubSpot contact or company relationship, so the related record must also be available in Cust. Calls that are still in progress are not imported as finished interactions.
After a sync, open the matching company's Interactions and check a known call against HubSpot: title, time, notes, and duration. Logged HubSpot call notes do not provide an audio recording or a transcript by themselves. Connect a meeting provider when you need its transcript or summary as well.
Changing fields
The Apply field selection preview separates new, updated, and removed fields. Removing a managed field also deletes its stored data in Cust. Check the deletion counts before applying a change.
Newly selected fields are available to subsequent syncs. Use a full resync when you need to populate them for existing records, and allow time for provider rate limits and large imports.
Pause or delete a sync
Turn Sync enabled off to stop importing records while retaining the configuration and stored values.
Delete sync removes the sync configuration, its managed fields, and their stored values. For a custom-object sync, the custom object itself remains. Use the enable toggle when your intention is only to pause updates.
Troubleshooting missing records
- Check that the connection is authorized and that its last sync completed.
- Check the connected CRM user's access to the object and record.
- Review the record filter, key fields, and field selection.
- For contacts, confirm the source email field is populated and the company relationship is configured correctly.
- After changing the selection, run a full resync if existing records need to be backfilled.
Imported companies appear in Companies. You can also load records from a CSV import when a CRM connection is not the right source.