CRM Integrations
Send escalated conversations as tickets to your support desk.
CRM integrations connect Aura to your support desk so that when a conversation needs a human, a ticket gets raised there automatically. Aura supports five providers: Zendesk, HubSpot, Zoho Desk, Salesforce, and Freshdesk.
Manage these from the Integrations page — open your profile menu and click Integrations.
You can connect more than one provider, but only one CRM is active at a time — the one marked primary. That's the only one that ever receives escalation tickets; connecting a second or third provider doesn't split traffic between them.
What a CRM integration does
When a companion decides a conversation needs human help, it raises a ticket on your CRM using the last 20 turns of that conversation as context, sends one short acknowledgment message to the customer, and then stays silent on that conversation for 24 hours so a human can take over without the companion talking over them. This works the same way across web, WhatsApp, and Slack conversations.
The old reverse direction — a CRM webhook triggering Aura to auto-draft a reply to an existing ticket — is deprecated. Those webhook endpoints now return 410 Gone if anything still calls them. Aura only creates tickets from chat conversations; it does not draft replies to tickets created on the CRM side.
Connecting a provider
How you connect depends on the provider:
Click Connect on the provider's card. This redirects your browser to that provider's install/authorization flow; once you approve it, you're sent back to Aura connected.
Managing an installation
Each connected provider shows an account name and a Manage button, where you can:
- See connection status, including whether the token has expired.
- Set as primary — click a non-primary installation to make it primary. Only one installation is primary at a time.
- Disconnect, with a confirmation step. Assistants that would have used this CRM fall back to the primary CRM, or stop creating tickets if none is set.
- Reconnect if the token has expired.
The primary CRM
If you connect more than one provider, only the primary one receives escalation tickets. Set which installation is primary from its Manage dialog. If nothing is explicitly marked primary, Aura falls back to whichever installation was updated most recently (connecting counts as an update, but so does a token refresh or editing a note) — so if you rely on more than one provider, it's worth setting the primary explicitly rather than depending on that fallback.
Webhook setup (Zoho, Salesforce, Freshdesk)
Zoho Desk, Salesforce, and Freshdesk each need a one-time manual webhook configured on their side so Aura's ticket creation can reach them. Open the Manage dialog for the installation and use the webhook setup option to get a copyable Webhook URL and, where applicable, a secret header value.
In Zoho, go to Setup → Developer Space → Webhooks → New Webhook, paste the webhook URL, and set the X-Aura-Token header to the provided secret. Module: Tickets, Trigger: Create, and the body must include the ticket id.
Zendesk and HubSpot don't require this manual webhook step.
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