Orchestrate customer journey using CommandCenter in Zoho CRM
CommandCenter is a journey management suite in Zoho CRM that help build and orchestrate customer journeys across your business processes.
Availability and permissions:
Permission required to access the feature: CommandCenter under Automation
Availability: Professional, Enterprise, Ultimate, CRMPlus, ServicePlus and Zoho One bundles.
Overview:
When it comes to customer relationship management (CRM), customer experience acts as a major determinant to its success. However, as your business continues to grow and scale with multiple deals at various stages, keeping the pace and delivering an exceptional CX at every step, across multiple channels is quite challenging. You need automated actions, throughout their lifecycle.
Now, you might imagine this can be solved with simple rule-based automation. However, defining rule-based automations for every stage of your business is not only time consuming, it lacks context: Order of execution is not maintained, the report of your actions’ success or failure are fragmented , and attribution to what caused the conversion and what instigated the drop-outs are insights that simple automations will fail to throw lights on.
Your business needs a chain of connected orchestration over simple rule-based automation.
And that is the specialty of CommandCenter.
CommandCenter is a customer journey management tool that help you build thoughtful CX actions throughout the course of your customer’s journey.
It helps connect the business stages together, amend contextual actions based on internal and external events, and track different journeys taken place in your business.
You'll get to know which stage each of your consumers are stationed at, track or backtrack their journey, and strategize on providing experiences that are contextual and relevant to each one of them.
Capabilities of CommandCenter
The concept of customer journey management has three parts to it: journey discovery, journey orchestration, and journey analytics. CommandCenter as a package comes with the following to accomplish journey management.
Path Finder helps discover and identify various journeys your prospects and customers take on your business landscape.
Journey Builder helps orchestrate or build contextual customer journeys for your target consumers.
Analytics exposes the journeys taken in your organization.
When do you need CommandCenter in Zoho CRM?
Before understanding when to use CommandCenter, let's take a quick delve into the needs of a business.
To run a business efficiently, you often rely upon various automations. Automation, by definition, is a process of executing actions automatically whenever a desired event is triggered. However, the intent, goal, execution, and the result of different automations vary from each other.
Let’s understand this more by studying the automations in Zoho CRM:
- Workflow rules is a field-based simple automation that help automate and track simple business workflows.
For example: You can write a Workflow rule to send a reminder email to the customer when the due date of a license subscription is near. This is a single activity that needs to be automated based on an event captured in the field dedicated for due date.
Or take another one for example where you’d need internal actions: After a deal is closed, a task is created to the sales team to initiate the documentation process. - Approval Process help seek and provide approvals automatically based on the records’ qualification.
Say, for all deals with discount percentage more than 50, needs to be sent for approval from the sales manager. - Review Process helps review the integrity and authenticity of the data that enters your CRM database. Automation here means enforcing newly created records for the reviewers’ perusal before that data enter your system and processes.
- Cadences help run drip campaigns based on the response and behavior your consumer exhibits during the nurturing phase. It is the only automation in Zoho CRM that shares the theme of CommandCenter: event-based sequential executions, with difference lying in its scope—Cadences executes only correspondences, while CommandCenter lets you execute all kinds of actions.
A good example for automation using Cadences: Say, you want to amend lead follow-up sequences to those customers that have abandoned the cart. - Kiosk helps CRM users access and interact with data from across the CRM system. The automation is based on the data relationship and it is user-centric automation helping in productivity.
- Blueprint is a compliance and governance management tool that enforces pauses and mandates actions to proceed the laid process.
- CommandCenter is the tool that help build and manage customer journey across the pipeline, process, and therefore across the modules, tools, and applications.
In a nutshell, you have:
- Workflow rules to accomplish executions for customer as well as internal operations
- Approval process, Kiosk, Review Process, and Blueprint for internal operations
- Cadences and CommandCenter serve exclusively for your customers.
Now, that you can see how each automation is built for different purposes and with this in mind, let’s see when CommandCenter can help you.
When can you use CommandCenter for your business
Imagine a business process that
- Have multiple stages to achieve an objective. They might also use the same stages to measure milestones in their customers’ journeys
- Gets event signals from customers as well as the business
- Deals with data from, through and to various touchpoints, tools, processes, and applications ( from Zoho’s ecosystem and other third-party vendors)
- Requires actions and executions to internal users and customers
- Has multiple end stages
- Has a steady progression
- Spans through various data components, modules, or applications
- Can be illustrated as a flowchart
- Needs end-to-end orchestration with no manual interventions or nudges
Here’s an example of a journey of a quick loan processing. The kind of web that it looks like in CommandCenter!
This is a type of process that spans beyond different functions and teams in your business. When customers progress through stages, their journey extends. And, all through this journey, the experience they get should be consistent.
Now, let’s imagine another scenario!
Lead nurturing is one of the steps in the lead management process, and is a pivotal one for every businesses. It requires to keep constant touch with your prospects in most channels and any delay will cost the business, the lead themselves. Therefore, it is important for you to intuitively stage a sequence of event-based actions across channels and tools.
Although short, this flow saves your business a great deal of manual effort and time, while simultaneously sending your prospects through the funnel.
Be the journeys— micro or macro—what requires a consistent logical chain of event-based actions, needs CommandCenter.
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