Zia Scores

Zia Scores

Zia Scores - Scope and benefits:

Every lead or customer a business encounters is unique, and they all have different thought processes before making a purchase. While there are many ways to understand a customer's point of view, segmentation is a proven method. By segmenting customers in a CRM system based on various factors such as geography, products purchased, revenue spent, and time taken to close a deal, businesses can better understand which leads or customers require attention, which ones to focus on, and what the next step in the sales cycle should be. Additionally, lead scoring can be set up in a CRM system to help with customer segmentation, which plays a significant role in prioritising leads, customer retention efforts, and planning efficient sales and marketing strategies.
What if instead of you having to manually set up these rules, you can have Zia, Zoho's Artificial intelligent assistant, automatically score the leads and deals in your system and make your job easier? Zia Scores is an AI based scoring methodology which takes into account all the information related to a particular record and calculate a score for that record. It takes into account the record information, other information obtained from SalesSignals, related data, data obtained by means of integrating your CRM with other products. Zia analyses all this information to arrive at a score that represents the likelihood of conversion for a particular lead or deal, making it easier for businesses to prioritize their efforts and allocate resources more efficiently.


Benefits of Zia Scores:

Following are some of the ways in which Zia scores will elevate the way you conduct business:
  • Prioritisation of leads/deals.
  • Analysing scores assigned to records and formulating relevant strategies to deal with them.
  • Grouping/segmenting customers based on their scores and implementing targeted sales/marketing efforts.
  • An opportunity to build an effective communication strategy with customers.
  • Based on the scores, businesses can understand what marketing strategies that they have implemented have worked and where to improve.
  • Increased productivity amongst sales reps because these scores will give them the clarity on the next step. 

Configuring Zia Scores for your organisation:


To configure Zia scores in your CRM system, go to Setup > Zia > Recommendation > System Recommendation tab. Configuring it is just a toggle away. Zia scores is currently available for Leads and Deals module.


  1. Users with Manage Configuration permission can access the Configuration page.
  2. Available for organizations in the Enterprise and Ultimate editions of Zoho CRM with 20+ user licences.

  1. Zia scoring requires a minimum amount of data to calculate the scores.
  2. Once the feature is enabled, the system will check if this criteria is fulfilled. If the criteria is not fulfilled then 'Waiting for data' error is thrown.
  3. It typically takes a few minutes to 24 hours for Zia to analyse your data and come up with a score.
  4. Even if you have enabled Zia scores, you can still setup scoring rules in Zoho CRM per usual.  


Once you have configured Zia scores and Zia has computed the score for the records, you can find it under the record details page with a custom field 'Zia score'. The score given for a record will be out of 100. We have categorised the score as: 'Need improvement', 'Good', 'Excellent'.
  1. Need improvement signifies a score range of 0-50.
  2. Good signifies a score range of 51-75.
  3. Excellent signifies a score range of 76-100.
There would be a dedicated widget to show Zia score in the individual record details page of leads and deals.





Zia also provides a Scorecard which delves deeper into why that particular score was assigned to that record. It will provide details on What went right with that particular lead/deal and what went wrong. With this, you can get a deeper understanding of the lead/deal and formulate strategies to address what went wrong.


Zia Scores and other CRM features:

Since there is a field creation ('Zia score') involved when you enable Zia scores for your organisation, it will have an influence in other CRM features where we use fields. Zia score custom field can be used as a criteria or input in other features like: when creating a smart filter, creating a custom view, layout rules, workflow rules, Blueprint, Approval process, copy customization, and audit log/timeline.



  1. Zia will need a minimum of 200 records to start scoring.                                                                           
  2. ​It is currently available only in Leads and Deals module. 

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