Cadences

Cadences

Overview

In the dynamic and intricate world of customer relationship management, the advent of Cadences marks a significant evolution, reshaping the way businesses interact with their customers. This sophisticated tool is meticulously designed to revolutionize your marketing and sales strategies, bringing a level of precision and personalization previously unattainable. Cadences stands as a testament to innovation, enabling businesses to send Cadences of targeted, response-based follow-ups that are intricately aligned with specific business objectives.
 
The core of Cadences lies in its ability to craft and dispatch a variety of follow-up actions, be it emails, calls, or tasks, each meticulously tailored to elicit and respond to customer interactions. This feature brilliantly navigates the nuances of customer communication, ensuring that every outreach is purposeful and directly contributes to achieving your business goals. The versatility of Cadences extends beyond mere communication; it is about fostering meaningful connections, understanding customer needs, and responding in the most effective way possible.
 
One of the most remarkable aspects of Cadences is its intelligent automation process. It empowers businesses to automatically un-enroll records from a Cadence once the targeted response is achieved. This level of automation ensures that follow-up efforts are not just consistent, but also strategically efficient. By doing so, Cadences not only saves valuable time and resources but also enhances the effectiveness of customer engagement strategies.
 
Moreover, Cadences' adaptable nature means it can be seamlessly integrated into various business scenarios. Whether it's gathering customer feedback in e-commerce, managing patient appointments in healthcare, promoting SaaS product feature adoption, or following up with real estate inquiries, Cadences tailors its functionality to meet diverse industry needs. This adaptability ensures that irrespective of the sector, Cadences can significantly enhance customer interaction, contributing to higher engagement rates and improved conversion outcomes.
 
Cadences represents a pivotal advancement in CRM technology, offering a dynamic and versatile tool for managing a wide range of customer interactions. Its introduction reflects a deep understanding of the evolving needs of modern businesses, aiming to strengthen customer relationships and drive business success. With Cadences, businesses can configure and execute automated, personalized follow-up sequences, adapting each step to the unique journey of every customer, thereby maximizing engagement and enhancing the potential for successful outcomes. This feature is not just an addition to CRM; it's a strategic asset that redefines how businesses communicate, engage, and grow in today's digital landscape.

Key features

The key features of Cadences are designed to provide a comprehensive and adaptable solution for customer engagement:
  1. Dynamic response mechanism: At the core of Cadences is the ability to adjust campaign actions based on customer responses. This ensures that every follow-up is relevant and tailored to the individual's journey.
  2. Multi-channel follow-up capabilities: The platform supports an array of follow-up methods, including emails, phone calls, and tasks, allowing for a multifaceted approach to customer engagement.
  3. Flexible audience targeting: Cadences can efficiently handle both static and dynamically updating audience lists, catering to various segments of your customer base.
  4. Robust analytics: Gain valuable insights into customer behaviour and campaign performance with Cadences' advanced analytics. This feature provides a deeper understanding of engagement effectiveness, helping to shape future strategies.
  5. Efficient record management: The system’s ability to automatically un-enroll records upon achieving desired outcomes optimizes the campaign process, ensuring focus is maintained on the most relevant targets. 
By leveraging these features, Cadences equips businesses with the tools necessary for modern, effective customer communication. It offers a nuanced way to engage with customers, ensuring that each campaign is as efficient as it is impactful, and aligns perfectly with the evolving landscape of customer relationship management. 

Business scenarios

The applications for Cadences in business processes are manifold. Here are a few examples:

Online Retail Customer Feedback

Industry: E-commerce  
Objective: Improve products and services through customer feedback.  
How Cadences can help: In the world of online retail, Cadences can automate the process of collecting customer feedback. After a customer receives their order, an email is sent asking for their opinion on the product. If the customer engages with the email, the system prompts the customer support team to follow up personally. If there's no response, a reminder email will be sent after a few days. This ensures that every customer's voice is heard and the store gathers valuable insights to enhance its offerings.

Healthcare Appointment Reminders

Industry: Healthcare  
Objective: Ensure patients attend their medical appointments to reduce no-shows.  
How Cadences can help: In healthcare settings, managing patient appointments is crucial. Cadences can send confirmation emails once an appointment is booked, complete with all necessary details and a calendar invite. If the patient doesn’t open the email, a reminder is sent as the appointment date approaches. This system helps in reducing missed appointments, ensuring patients receive timely care, and helping clinics manage their schedules effectively.

SaaS Product Feature Adoption

Industry: Software as a Service (SaaS)  
Objective: Encourage customers to use new features and updates.  
How Cadences can help: For SaaS providers, keeping customers informed about new features is vital. Cadences can send emails to users about the latest updates, and then follow up based on their interaction with the email. If customers show interest, it schedules calls to provide personalized guidance on using the new features. This approach helps users stay engaged with the software, maximizing the value they get from new updates.

Real Estate Property Inquiries

Industry: Real Estate  
Objective: Engage with potential property buyers effectively.  
How Cadences can help: In real estate, prompt follow-up with interested buyers is key. After a potential buyer inquires about a property, Cadences sends them detailed information. Based on their response, it organizes property visits or sends additional reminders and information. This ensures potential buyers are well-informed and assisted throughout their property search journey, enhancing their experience and increasing the likelihood of successful transactions.

 

These expanded scenarios offer a deeper insight into how Cadences can effectively streamline and enhance customer interaction across various industries, ensuring businesses are always connected and responsive to their customers' needs.

Other scenarios

  1. Educational Institutions - Streamlining the Admission Process: Educational institutions can utilize Cadences to manage communication with prospective students. Follow-ups can include sending admission details, reminders about application deadlines, and notifications about the admission status. This ensures that the institution maintains a constant and engaging relationship with the applicants, helping manage the entire admission process efficiently.
  2. Banking/Insurance Companies - Managing the Loan Application Process: Banks and insurance companies often handle a large number of loan applications. Using Cadences, they can automatically send status updates, request for necessary documents, and even send approval/rejection notifications to the applicants. This streamlines the loan processing mechanism and also ensures timely communication with each applicant.
  3. Gyms - Facilitating the Enrollment Process: Gyms can use Cadences to communicate with potential members, sending out promotional emails about membership plans, diet and workout sessions, and special events. This can help engage prospects and convert them into regular members, leading to better customer acquisition and retention.
  4. Government Organizations - Handling Passport and Visa Applications: Government organizations can leverage Cadences to handle passport and visa application processes. Automated emails and reminders about appointment dates, document requirements, and application status can significantly simplify the process for applicants.
With Cadences, the follow-up process is tailored to each user's journey. For example, if User A completes all 5 steps of a cadence, they won't be re-enrolled, preventing redundant messages. Conversely, User B, who might have completed only 2 out of 5 steps before being unenrolled, will resume from the third step upon re-enrollment. This precision ensures no user receives unnecessary follow-ups, making the system ideal for various applications like customer onboarding, patient follow-ups, or educational outreach, where clear, continuous communication is crucial.

Availability

Permissions
Users with
Cadences permission under Automation in their profile can access Cadences. Based on whether they have Enroll and/or Un-enroll permissions their actions will vary applicants.

Components

Cadence List page


On the Cadence page, you can view all the cadences available in your organization. The following details are available:
  1. Cadence Name
  2. Modules
  3. Target audience
  4. Number of records in the cadence
  5. Status
You can filter the cadences based on the modules they're for and their active status.

Cadence configuration page

On the cadence detail page, you can see the configuration of the follow-ups for the particular cadence. At the start, there will be options to add up to five follow-ups, which will keep increasing as you keep adding more subsequent follow-ups.

For the initial follow-up, you can send an email, create a task, or a call.

Based on the possible outcomes of the initial follow-up, you can configure the subsequent follow-ups.

When a record is added to Cadences, the related list on the record detail page showcases all the details of them. You can also customize the columns for the details of the cadences that you want to be shown in the related list.


Configuration

Configuring Cadences is a two-step process.

Step 1 - Choosing your Target Audience 

Cadences in Zoho CRM is module-specific, and the user can choose the target audience for the Cadences from:
  1. Manual Enrolment: Choose the targeted users later after Cadences creation
  2. Custom view: The custom views in the chosen module


Note: 

  1. You can target records in all user-based modules, both system defined like leads, and contacts, and custom modules like vendors etc. as well as for deals.
Step 2 - Configuring the Follow-ups 
In Cadences, you can configure three types of follow-ups:
  1. Emails
  2. Tasks
  3. Calls 
Each follow-up type has specific configuration options to suit your requirements

Creating a Cadence

While configuring Cadences, remember to consider your audience targeting options, carefully set up your follow-ups, and understand the implications of deactivating and reactivating a Cadences.

 

Creating cadence

  1. Go to the Setup page and navigate to Cadences under Automation.

  2. Click Create Cadence.

  3. In the Create Cadence pop-up:

  1. Provide the cadence name.

  2. Select the module for which you're setting up the cadence.

  3. Describe the cadence if needed.

  4. Select from the options in the dropdown Who is this for? — Manual enrolled records, or records in a custom view.

  5. For Records in a custom view:

    1. Select from the list of available custom views for which the Cadences should be applicable.

    2. Check if new records should be enrolled in this custom view upon addition, and specify the timeframe for when the records should be enrolled in the Cadence.

  1. Click Next.

Configuring Follow-ups 

First follow-up 

Once you've created the Cadence, under Follow-up 1, click Add Follow-up.

 

For email follow-up:

  1. Select when to trigger this follow-up: Immediately after enrollment, or after a specific duration, such as days, weeks, or months. The number field will show up, upon choosing days, weeks, and months.

  2. Select the recipient's email address from the email fields within the record.

  3. Choose the email template and associate it.

  4. Enter the email address from which the email follow-up should be sent, as well as the email address where replies should be delivered.

  5. Click Save.

For task follow-up:

  1. Set when to do the task: Immediately after enrollment of the record or after a specific duration.
  2. Set the rest of the configurations for the task based on your requirements.
  3. Click Save.

For call follow-up:

  1. Choose when to schedule the call.
  2. Choose the call start time.
  3. Select the call owner.
  4. Set the call purpose and describe the call agenda.
  5. Add or remove additional fields — Subject and Reminder—based on your requirements.
  6. Click Save.

Subsequent Follow-ups 

Once you've created the first follow-up, you can start configuring the subsequent follow-ups that will be triggered based on the actions on the first follow-up or the previous follow-ups. For example, if the first follow-up is an email, the subsequent follow-ups can be triggered based on email actions such as whether the email was opened, bounced, and so on.

 

To configure the subsequent follow-ups

1.1 When the previous follow-up is an email

When the previous follow-up is an email, you can configure subsequent follow-ups based on the actions taken in the email.
Allowed actions: Opened, Bounced, Replied, Clicked, Sent, Unsubscribed

Email follow-up

  1. Click the plus icon to add a new follow-up and select Email.
  2. Choose whether to trigger this follow-up immediately or after some specified time later.
  3. Set the action taken on the previous email that should trigger the second follow-up.

  4. Configure the rest of the details of the email follow-up based on your requirements.
  5. Click Save

Task follow-up

  1. Click the plus icon to add a new follow-up and select Task.
  2. Select from the list of actions when to trigger the task follow-up and configure the task as per your requirements.
  3. Click Save.

Call follow-up

  1. Click the plus icon to add a new follow-up and select Call.
  2. Select from the list of actions when to trigger the call follow-up and schedule the call as per your requirements.
  3. Click Save.

1.2 When the previous follow-up is a task

When the previous follow-up is a task, you can configure subsequent follow-ups based on the actions taken on the task.
Allowed actions: Not Started, Deferred, In Progress, Completed, Waiting for input

Email follow-up

  1. Click on the plus icon and select Email.
  2. Choose when to trigger the email.
  3. Select the action taken on the previous task that should trigger the email.
  4. Configure the details of the email as per requirements.
  5. Click Save.

Task follow-up

  1. Click on the plus icon and select Task.
  2. Choose when to trigger the task.
  3. Select the action taken on the previous task that should trigger the new follow-up.
  4. Configure the details of the task as per your requirements.
  5. Click Save.

Call follow-up

  1. Click on the plus icon and select Call.
  2. Choose when to schedule the call.
  3. Select the action taken on the previous task that should trigger scheduling the call.
  4. Configure the details of the call as per your requirements.
  5. Click Save.

1.3 When the previous follow-up is Call

When the previous follow-up is a call, you can configure subsequent follow-ups based on the actions taken on the call.
Allowed actions: Scheduled, Completed, Overdue, Cancelled

Email follow-up

  1. Click on the plus icon and select Email.
  2. Choose when to trigger the email.
  3. Select the action taken on the previous call that should trigger the email.
  4. Configure the details of the email as per your requirements.
  5. Click Save.

Task follow-up

  1. Click on the plus icon and select Task.
  2. Choose when to trigger the email.
  3. Select the action taken on the previous call that should trigger the task.
  4. Configure the details of the email as per requirements.
  5. Click Save.

Call follow-up

  1. Click on the plus icon and select Call.
  2. Choose when to trigger the email.
  3. Select the action taken on the previous call that should trigger scheduling the call.
  4. Configure the details of the email as per your requirements.
  5. Click Save.

Follow-up limits for Cadences 

Plan

Cadences

Maximum follow-ups

Emails

Tasks

Calls

Standard

 9, upto 3/module

— 

Professional

 15, upto 5/module

10 

10 

10 

Enterprise

 150, upto 10/module

20 

20 

10 

Ultimate

 300, upto 25/module

25 

25 

15 




Un-enrolling records from Cadences 

On the Cadences configuration page, you can set properties for automatic un-enrolling of records from a cadence.

 

You can choose to automatically un-enroll records in three ways:
  • When they respond to an email

  1. When they don't fall under custom view criteria.
  2. On a particular date.
Note:
  1. If a cadence is deactivated partway through, any actions that were scheduled but have not yet occurred will be halted and will not proceed. This includes any future actions planned within the cadence at the time of deactivation.

Adding records to cadences 

Based on the type of cadence, records are added to them in different ways.

For manual enrollment 

Users are required to manually add records to the cadence when it is set up for manual enrollment.

Record detail page

  1. Click the ellipsis on the record detail page.
  2. Click Add to Cadence.
  3. Select the cadences to add the record from the popup.
  4. Click Add to Cadence.
In addition to the list view, there's a 'Cadences' related list that showcases all the Cadences linked to a particular record. This list provides details like the Cadence's name, its start date for the record, and the cadence's current status. Additionally, you can enroll records into cadences directly from this list by clicking the Add Cadences button. A pop-up will appear, allowing you to select the desired cadences for the record's enrollment. 

Mass action

You can also add multiple records to a Cadence or un-enroll them in one go with the help of mass action. Simply select the records in the module view, and click Cadences under Actions

Cadence Report 

You can analyze reports to keep track of the performance of your Cadences.

On the Cadence configuration page, click View Reports.


Here, you can view the matrices for the different actions taken on the emails, tasks and calls in the specific Cadence. You can also view the report in a funnel view, showing the stats for each follow-up at the different stages of the funnel.


Reactivating a deactivated Cadences  

When reactivating a deactivated Cadences, you have the option to either update it with new custom view settings or start fresh with a new Cadences. This decision is crucial, as it affects how your records are managed within the. Be mindful of the custom view criteria and how they align with your current campaign objectives.

To reactivate a deactivated Cadences:
  1. Click the toggle switch for the Cadences you wish to reactivate. This will open a pop-up.
  2. In the pop-up, review and adjust the new custom view settings as needed.
Remember, the automatic un-enrolling option is unchecked by default. Manually check this option if you want records that don't meet the new criteria to be un-enrolled automatically.


See Also >> FAQs: Cadences



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