1. Business scenarios
Enterprises conduct multi-channel customer acquisition through various marketing activities (using Marketing Communications app can carry out content marketing, conference marketing, official account marketing and other marketing activities), the quality of leads collected, the follow-up and cultivation process, and the final Conversion rate is an issue that companies need to focus on.
The user behavior scoring function can automatically accumulate points according to the user's behavior again and again. The total score of the points can reflect the intention of the clue to a certain extent, and then assist in evaluating the priority of the follow-up cultivation of the clue. Help improve the final overall conversion rate, thereby increasing the ROI of the enterprise.
Among them, the specific rules of points can be customized and configured by the administrator according to the company's own marketing strategy. The relevant team members of the clue can also directly view the total score value of the clue and the specific detailed data of the score.
2. Integral rule configuration
Entrance: CRM background management - business rule management - behavior points
Version control: This function needs to be purchased separately and needs to be used in conjunction with the marketing application.
1. Fill in the basic information
- Scoring rule name: Fill in as needed
- API Name: will be generated by default, no need to modify if there is no special need
- Scoring object: currently only supports [sales lead] object, and there can only be one rule for this object
- Remarks: Just fill in as needed
2. Set the scoring rules
- Click to choose the behavior of participating in the points
- Configure the conditions and add/subtract points for this behavior to participate in points, for example: Follow any official account to add 1 point.
- Special Instructions:
In the case of conflicting rules, the matching rules will take effect in order.
For example, two rules are set: follow any official account to add 1 point, follow the official account of Fanxiang and add 2 points, then when the user follows the official account of Fanxiang, these two rules will be hit, so it will be A total of 3 points will be added and two points details will be generated (1 point and 2 points respectively).
Therefore, please check the conflicts of the rules when configuring the rules.
3. Set rule result
Supports the use of two fields of numeric type and radio type to carry the integration results.
By default, the system has preset a numerical field [behavior points], which is used to store the total score of the points.
You can also set a radio field as needed to divide the total points of the points into segments according to numerical intervals. For example, define a radio field called [Intention Degree], and set the options to three options: high, medium, and low, and define a score below 50 as low, a score of 50-100 as medium, and a score above 100 as high.
In this way, the follow-up can easily count the number of clues in the BI chart according to high, medium and low intent.
3. Points view
1. The total score of behavior points
On the details page of a sales lead, use the [Behavior Points] field to display the total points of the lead.
2. Points Details
Click the value of the total points to view the details of each point.
Four, the difference and connection with the scorer
The indicator rules set by the scorer are based on the fields on the clue object. Every time a field changes, the score will be recalculated, and the score may be more or less than before.
Behavior Points Setting point rules are based on the user's behavior. Each action of the user will trigger the points engine to match the configured point rules, and carry out cumulative points according to the matching point rules. The final total score is the sum of the points of each point.
From the perspective of business scenarios, the scorer is more about judging the matching degree of clues, that is, whether the obtained clues are in line with the current main direction of the enterprise; the behavior score is more about judging the intentionality of the clues, that is, the obtained clues are more important to the enterprise. level of interest.
We can combine the two organically, and use the four-quadrant method or the nine-square grid method to group clues from the two dimensions of matching degree and intentionality, so as to carry out more accurate and effective follow-up actions.