Your Customers (aka Revs) and Rev Identity are a crucial part of the DevRev ecosystem and its Dev <--> Rev offering.

  • Conversations on DevRev rely on Rev Identity to capture information about the Customer initating the conversation.
  • Similarly, Tickets on DevRev can capture who the Ticket was reported by (or reported for).


Customer Identity in DevRev is based on two basic constructs -


In the DevRev ecosystem, a RevUser refers to your end user (aka RevU).


This is short for the 'Rev Organization' which a RevUser is part of. It could represent one or more of the following -

  • a customer account for your B2B product (e.g. Stripe as a customer of Slack),
  • a workspace in your software product (e.g. a Slack workspace), or
  • any other logical grouping of your RevUsers

Identity Ingestion#

Identity of your customers can be brought to the DevRev system in multiple ways -

Your PLuG integration automatically brings customer identity to DevRev with each widget conversation.
RevOrg and RevUser information provided as part of the PLuG integration identifies or creates corresponding customer identity in the DevRev system and link it to PLuG Conversations.

Integrations DevRev's integrations like Slack for Support, Support with Email are additional channels available with DevRev's Omnichannel Support offering.
Similar to PLuG, these integration also

APIs or UI
Apart from automatic ingestion, new customer records can also be created manually using APIs or UI. With DevRev's APIs, you can create automations to ensure your customer records in DevRev stay in sync with your primary customer data.

External Ref#

While ingesting Customer Identity into DevRev, it's important that customer information coming across channels is matched to the same record.
E.g. a customer record created by you using APIs should get resolved and matched when the same customer enages with you on the PLuG widget for a support interaction.

This is achieved by using the 'External Reference' provided by you when creating customer identity.

user_ref (External Reference for a RevUser)
A unique identifier for an end user from your primary customer record. The system uses this to resolve a newly created RevUser with RevUsers already in the system.
If none available, a good alternative is the email address/phone number which could uniquely identify the user.
If none is specified, a system-generated identifier will be assigned to the user.

org_ref (External Reference for a RevOrg)
A unique identifier for the customer organization from your primary customer record. If none is available, a good alternative is the customer’s company domain. If none is specified, a system-generated identifier will be assigned to the organization.

For ingestion channels where providing an external_ref isn't possible, the system relies on custom logic to identify & match incoming customer identity.
E.g. the Slack and Email integration use a combination of the RevUser email and RevOrg domain_name values.

The ability to configure your own custom logic for such identity resolution will be available soon.

Adding new Customers#

Customer records offer a place to -

  • find all Conversations and Tickets linked to a Customer in one view,
  • have internal discussions related to a customer,
  • add description or notes about a customer, and
  • assign Owner or Tags to the record for your front-office processes.

Customer details view

Apart from Customer records that gets automatically created from your PLuG integration, new Customer records can be created via APIs or from the UI.


With DevRev's RevOrg and RevUser APIs, new customer records can be create programmatically.
So you can keep your DevRev customer records in sync with your user database or import customer information in bulk.

Learn more about DevRev's APIs here.


New Customers can be added to the DevRev system directly from the Customers page (accessible from your DevRev Home).
While creating new customer records, be sure to specify the "External Ref" so customer information coming from other channels (like PLuG) can be matched to the right customer record.

The capability to add custom fields on your customer data, to track additional attributes in RevOrg and RevUser records, will be available soon.

Creating a new customer record