Reviews and feedback help businesses improve their offerings, build trust with potential customers, and drive growth.

However, the efficiency of feedback collection varies significantly depending on whether a business uses integrations.

I decided to find out how great the impact of integrations really is.

In this article, I introduce the findings of my research based on Trustmary’s customer data.

What Kind of Integrations Do Businesses Use?

Integrations streamline feedback collection and review management by connecting different business systems.

Some commonly used integrations include:

• CRM (Customer Relationship Management) Systems – Automating review requests and syncing customer interactions (e.g., Salesforce, HubSpot).
• ERP (Enterprise Resource Planning) Systems – Integrating feedback collection into order and service workflows (e.g., SAP, NetSuite).
• Email Marketing Platforms – Automating survey distribution and follow-ups (e.g., Mailchimp, ActiveCampaign).
• Invoicing & Payment Software – Requesting feedback after a purchase or service completion (e.g., QuickBooks, Stripe).
• Communication Tools – Sharing customer feedback internally with the team in real time (e.g., Slack, Microsoft Teams).

My Hypothesis: Businesses That Use Integrations Do Better

My hypothesis was that using any of these integrations with Trustmary significantly improves the number of feedback responses and reviews collected.

Having an integration means that there is likely automation in place. Thus, businesses are able to collect feedback continuously without manual effort.

A higher activity level and more feedback surveys sent naturally lead to getting more feedback.

Additionally, I believe that businesses that integrate Trustmary with other systems are more committed to measuring customer satisfaction and collecting reviews.

Instead of making feedback collection an extra process, they are willing to deeply embed it in the business operations.

Let’s see what the data shows.

My Analysis and Key Metrics

To understand the role of integrations in feedback and review collection, I analyzed data from businesses using our full-suite solutions, comparing the averages of those with and without integrations.

Data was retrieved on March 7, 2025, and reflects the situation at that time.

Here are the metrics I looked into:

• Total responses received. Includes all responses to surveys, from negative to positive feedback.
• Total number of reviews collected. This number includes all reviews on all connected platforms, like Google, Facebook, Yelp, and other third-party sites.
• Total Trustmary (TM) reviews collected. Here I looked into Trustmary reviews specifically and left out the third-party platforms.
• Messages sent in the last 30 days. Survey invitations sent via email in the last 30 days (before March 7, 2025)
• Responses received in the last 30 days. All feedback responses during the last 30 days.
• Reviews collected in the last 30 days. Any kind of reviews collected during the last 30 days.
• Trustmary (TM) reviews collected in the last 30 days.

Results of The Analysis

The results reveal a clear trend: businesses with integrations, on average, perform significantly better across all key metrics.

The table below shows the difference between organizations that don’t use any integrations and organizations that have at least one integration with Trustmary.

The last column shows the change and improvement associated with integrations.

Key metric	Without integrations	With integrations	Change
Total responses	1,066	1,393	+30.68%
Total reviews	363.43	382.79	+5.33%
Total Trustmary reviews	129.14	185.43	+43.59%
Messages in last 30 days	66.58	246.89	+270.82%
Responses in last 30 days	38.17	63.75	+67.02%
Reviews in last 30 days	8.88	14.18	+59.68%
TM reviews in last 30 days	7.11	11.92	+67.65%

Businesses without integrations experience lower engagement and response rates:

• Total responses: 1,066
• Total reviews: 363.43
• Total TM reviews: 129.14
• Last 30 days:
  • Messages sent: 66.58
  • Responses: 38.17
  • Reviews: 8.88
  • TM reviews: 7.11

Businesses with integrations see significantly improved results:

• Total responses: 1,393 (+30.68%)
• Total reviews: 382.79 (+5.33%)
• Total TM reviews: 185.43 (+43.59%)
• Last 30 days:
  • Messages sent: 246.89 (+270.82%)
  • Responses: 63.75 (+67.02%)
  • Reviews: 14.18 (+59.68%)
  • TM reviews: 11.92 (+67.65%)

The Findings: Integrations Boost Review and Feedback Collection

Next, I’ll break down the findings, explore possible reasons that could explain them, and discuss the implications.

Higher Engagement

Businesses that use integrations send 270.82% more messages and receive 67.02% more responses in the last 30 days. Overall, they have 30.68% more feedback responses.

The high activity level is likely due to automation. When survey sending is automated with a CRM or invoicing software, businesses don’t miss any opportunity to ask for feedback.

Naturally, a higher volume of surveys leads to a higher volume of responses.

Better Review Collection

Businesses using integrations also gather significantly more reviews. This data set showed:

• 5.33% increase in total reviews (including third-party sources)
• 59.68% more reviews collected in the last month
• 67.65% increase in Trustmary reviews

Trigger-based, automated review requests reach customers at the right time and result in a higher response rate.

I could also argue that businesses that use integrations are more committed to constantly measuring and improving customer experience. This would also be seen in higher customer satisfaction, and customers being more willing to leave reviews when asked.

The number of overall reviews including the third-party platforms (like Google) doesn’t get as large of an improvement. Perhaps the businesses are not actively asking for 3rd-party reviews, or they receive them steadily without asking anyway.

Another reason could be that they already had a large number of 3rd-party reviews before implementing integrations, and the new reviews only make up a small percentage.

Users Are More Active and Happy

While doing the research, I also paid attention to the health scores of the customers.

Health score is a metric that SaaS businesses use to assess their relationship with customers. It can be complemented with key customer satisfaction metrics to get the full picture of that account.

I can’t release the details of this confidential information, but I can say that organizations that use integrations are generally happier with the service we provide.

Perhaps it’s directly tied to the results they get or the easiness of the automation.

Start Taking Advantage of Integrations

The data is clear: businesses that leverage integrations see significantly better engagement, response rates, and review collection.

It would be interesting to look into customer satisfaction in these companies. A deeper focus on customer feedback could lead to improved customer satisfaction.

If your business isn’t using integrations yet, now is the time to explore the possibilities and get 30-60% more feedback and reduce manual work.

Book an integration call with us from the calendar below:

Or if you haven’t started using Trustmary yet, start for free today: