Let’s talk webhooks. I know, this sounds “techy”.  But I promise this is one tool that’s worth getting familiar with. 

And I want to prove to you that you don’t need to be a programmer - or even that tech-savvy - to understand and leverage webhooks.

In the simplest terms, webhooks are automated messages triggered by an event. When this event occurs, information is sent in real-time from one system to another.

Webhooks have two primary use cases: 

Let’s break these down with an example. If a consumer logs into your online payment portal, a webhook could transfer that data to your collection software, marking that the consumer logged in. It could also automatically update the account status and adjust your workflow accordingly.

This is the essential power of webhooks. They allow you to connect multiple separate systems to the point where they no longer feel like separate systems. This helps you compile better data, improve your operations and, naturally, collect more.

The first step in exploring webhook possibilities is to check your current vendor software. Most modern platforms offer a library of available webhooks, and some even let you customize them based on different trigger events.

If you’re not sure where to start, do the easiest thing: Simply ask your vendors what they offer. Don’t be self-conscious about using the perfect phrasing. Just ask. After all, your vendors should want to help you make the best use of the software/services they’re offering. 

Once you discover the available webhooks, the fun begins: leveraging them to drive automation.

The beauty in webhooks lies in their simplicity and versatility. Because they are so commonly used, there are tons of no-code tools that you can use to set up automations using them. I recommend checking out Zapier and Make. Both allow you to “catch” webhooks from any external platform, then trigger automations from there. Think of them as middlemen that facilitate requests from one system, then pass them into the other. 

This is an area where it’s easier to show than to tell. To show this concept in action, here’s a 5-minute video that I recorded a few months ago. In it, I walk through using Zapier to set up an automation that triggers a real-time alert in our operations Microsoft Teams feed every time we receive a Google review. 

Now, take it a step further. Explore Zapier and Make (not an ad, just helpful!) and see what pre-built automations exist for the software you already use. It’s a great way to open your eyes to the automation possibilities already at your fingertips using tools that are already ingrained in your workflow.

Let’s look at some application ideas for webhooks to help spur your creativity: