Project Name:
Clay + Make.com Automation: Real-Time Customer Journey Enrichment
Tools Used
Make.com – To send form or webhook data into Clay automatically
Clay – For dynamic tables, AI enrichment (via GPT), and journey mapping
Google Gemini / OpenAI – For interpreting customer data and generating insights
Custom CSV – Used as a starting point for demonstration
Flow Overview
In this automation, I connected Make.com with Clay to build a system that enriches and visualizes customer interactions in real-time. Using a simple CSV and Clay’s AI capabilities, we mapped key user behaviors like email engagement, demo bookings, support requests, and churn. This setup helps identify friction points and spot opportunities for improving the customer journey.
Step 1: CSV Upload or Webhook Trigger
We either upload a dummy CSV or trigger data collection through a webhook (e.g., form submission).
Step 2: Data Pushed to Clay
Make.com sends each customer record into Clay using Clay’s webhook URL and API token.
Step 3: Lead Scoring
Clay table includes fields like:
Signup Date
Opened Email
Booked Demo
Support Ticket
Churned
Step 4: AI-Powered Analysis in Clay
Clay uses GPT to analyze each customer’s journey and outputs:
Journey Summary
Pain Points
Improvement Opportunities
Prompt used:
Based on the answers in columns /Opened Email, /Booked Demo, /Support Ticket, /Churned, create a sentiment analysis for each customer. Based on this feedback and interaction type, suggest one specific way to improve the experience for the customers.
Suggested output format
`{ "type": "object", "properties": { "sentiment": { "type": "string", "enum": [ "Positive", "Neutral", "Negative" ], "description": "Overall sentiment based on customer responses" }, "suggested_improvement": { "type": "string", "description": "One actionable and specific improvement tailored to the customer's experience" } }, "required": [ "sentiment", "suggested_improvement" ] }`
Optional Outputs
Insights can be pushed to Slack, email, or CRM based on logic.
Why This Matters
You get instant visibility into each user’s path.
AI helps uncover patterns that humans might miss.
You can take proactive action to reduce churn or improve onboarding.
