Zoho CRM automates lead conversion optimising client management, marketing and tracking.

In conjunction with Endeavour Foods, Squirrel developed a streamlined customer onboarding workflow beginning at new lead enquiries through to customer conversion, customer visits, customer contact and marketing management. The Squirrel team implemented Zoho One including Zoho CRM Enterprise which contains a variety of modules (Enquiries, Contacts, Customers, Customer Visits) and integrations to automate this workflow.

Enquiry module:

Firstly, Squirrel designed an Enquiry module to automate and manage the initial enquiries of potential customers. As new customer enquiries are submitted to Endeavour Foods via their website, a specially designed email parser integration between Zoho CRM and webform (Endeavour Foods’ website) automates the entry of customer data to the CRM (customer enquiry information can still be entered manually into the CRM by Endeavour Foods team members).

Following the designed workflow, Zoho CRM then generates user tasks and reminders for Endeavour Foods based on the allocated ‘status’ of an enquiry. For example, for new enquiries whose status is “not contacted”, Zoho automatically creates a task for enquiry follow up contact, if a customer status is “Attempted to Contact”, a task is automatically created for 2 and 7 day follow ups, and so on at various intervals according to Endeavour Foods’ workflow.

Once a customer status has been updated by a team member to the stage of enquiry conversion, tasks and reminders are generated to facilitate evaluation and decision making to qualify the customer and move the account to the following stages.

Customer and Contact modules:

Within Zoho CRM, all converted customer information is recorded centrally, allowing a variety of team members to seamlessly access and work across a range of customers easily and efficiently.

Following the qualification and conversion of new leads, customers are updated within the CRM, into such categories as Foodservice customer, Retail customer or Wholesale customer. Contact and administration information is also stored here for each customer. Based upon contact information entered, such as customer birth date or preferred contact day, Zoho automatically creates tasks, reminders and notifications for the Endeavour Foods team. These automatic reminders range from such things as a notification to contact a customer on a birthday, or an email reminder to place an order on the most suitable day for a that customer.

This module also features an integration with Mailchimp, which the Endeavour Foods team uses for email marketing campaigns. The specially designed integration allows customer contact information to be shared seamlessly from the CRM to Mailchimp, making marketing tasks as automated and efficient as possible.

Customer Visits module:

Finally, Squirrel implemented a customer visits module within Zoho CRM in order to manage and track customer visits. Following a customer visit, Endeavour Foods Sales Managers are able to look up a customer account and quickly input information via a Zoho Form. The entered information is then synced automatically through to Zoho CRM creating a Customer Visit record. This record notes the last date of visit for that customer and simultaneously provides an email notification of the record creation to the team’s General Manager.

Based on the workflow designed by Endeavour Foods, an automated email notification is sent to the customer’s Sales Manager at a 2-month interval from the recorded date of last visit. This allows the team to be notified at desired times to ensure customer visits occur frequently, without needing to manually allocate and schedule follow-ups.

This data is easily accessible via Filtered Lists in CRM and is used in activity reporting also.