Zia - Next Best Experience | Zoho CRM

Zia - Next Best Experience

In today's business scenario, sales is no longer merely a transactional activity; customers tend to make decisions based largely on the experience they gather during their buying journey. When you facilitate a smooth buying experience, you're providing personalized attention to your prospects—thereby ensuring customer conversion, retention, and advocacy.
Businesses thrive on timely communication. At each stage of a pipeline, sales representatives rely on different means of communication for different purposes. Whether it's a voice call to follow up on prospects or a scheduled meeting to demonstrate your product—or even sending quotations via email—establishing punctual and contextual communication will enhance your relationship with prospects, boost their experience, and encourage them to take action.
However, owing to the presence of multiple open deals—each at different stages—it is challenging for sales representatives to inspect closed deals and come up with communication strategies to provide the next best experience.
Similarly, navigating through various stages of the sales pipeline can be complex, especially with multiple leads at different stages of engagement. This complexity makes it challenging for sales representatives to effectively analyze closed deals and devise tailored communication strategies for the next steps.
Fortunately, Zia can help you identify the optimal next steps for your open leads and offer personalized suggestions tailored to each stage of the customer journey. Likewise, Zia helps you identify the next best experience for your open deals and guide you with suggestions at each stage of the customer journey.

Zia is here to help you identify the next best experience for your leads and open deals and guide you with suggestions at each stage of the customer journey.

Zia Next Best Experience

With Zia's Next Best Experience enabled, Zia monitors all open and active deals present in your organization. It will analyze the deal stage and identify the next best experience that you can provide and prompts you to take action.

For example, decision-making is an important stage in a sales pipeline that will solidify your relationship with your prospects. During this stage, understanding the client's roadblocks and providing them with informative guides, testimonials, or handbooks will help guide their decisions. When prospects enter this stage, Zia's Next Best Experience feature might prompt you to email the prospect within two days, based on historical data. This way, you can determine that an email results in the best experience for that stage, and if it's sent within 10 days, the chances of engagement are fairly high.
Similarly, for the leads module, "Marketing Qualified" is the most important stage in the lead life cycle. It is at this stage that you mark a lead as a potential buyer and qualify them. Once, an account is marked as qualified leads, they are passed on to the sales department to begin the sales process, which is the "Sales Ready.

When contacts enter the "Marketing Qualified" stage, Zia's Next Best Experience feature might prompt you to personalize outreach efforts. This could include sending targeted email campaigns tailored to the specific interests or pain points of the lead, scheduling a follow-up call to discuss how your solution addresses their needs, or providing access to case studies showcasing successful implementations relevant to their industry or challenges.

By leveraging historical data and predictive analytics, Zia can identify the most effective actions to nurture leads through the Marketing Qualified stage, increasing the likelihood of conversion and accelerating the sales cycle.



Permission required

All users can view this recommendation. Users with administrative privileges can enable it for the organization.



Zia - Next Best Experience feature is available only for

  1. Organizations with 20 user licenses and more.

  2. Organizations in US, EU, IN, CN and AU DCs.

How are these suggestions computed?  

Zia studies closed deals and analyzes how long it took for similar deals to progress from one stage to another. After collecting the required information, Zia correlates patterns and behaviors, such as industry, deal type, repeat customers, and more to suggest your next moves.
Thus, with Zia's Next Best Experience suggestion, you can salvage deals that you're on the verge of losing and keep the winning deals on track.


  1. Suggestions are available only in the Deals module and will be displayed only for the open deals that are active. Deals that remain dormant and inactive before this feature is enabled will not receive suggestions.
  2. It takes 24 hours for Zia to learn and suggest the actions for your ongoing deals.
  3. A minimum of 500 deals that are closed won, each with five activities—calls, emails, meetings or tasks—are required for Zia to learn and show suggestions.
  4. Zia suggests the actions you should take and the timeline within which you should take them based on historical data, which you cannot modify.
  5. If you miss the timeline suggested by Zia, or if you receive an incoming correspondence from the prospects before you take an action, Zia re-calibrates its findings and provides a new suggestion.

View and act upon Next Best Experience suggestions  

In Zoho CRM, Zia will suggest the Next Best Experience for a customer based on their deal's current stage and the actions that were performed on the deal. Zia's Next Best Experience suggestions are displayed as a widget inside the deal. Based on the stage, Zia provides three types of calls to action: calls, meetings, and emails.
Zia will also consider any incoming emails associated with a deal, read them, analyze them for context, extract information, and then provide suggestions along with some context. For example: If the customer sends an email requesting a product demo, Zia—instead of its usual suggestion of creating a meeting—will instead include additional context in the suggestion based on the email's specifics, and suggest that you schedule a product demo with the customer on a specific date.


Along with the Next Best Experience suggestion, you will be able to see the last activity performed on a deal. This is to give users context as to what activity Zia took into account in order to generate the suggestion. The last activity information is available for calls, meetings, and email actions.
  1. Context will be provided along with the suggestion only when there's an incoming email associated with that particular deal.
  2. The last activity will be visible for all Next Best Experience suggestions that have one.

Schedule a call


Send an email


By clicking on these call-to-action prompts, you can directly schedule a meeting, make a call, or compose an email.

If deal correspondences are already going at the right pace and Zia predicts no action at that moment, then the widget will display the following message: No actions required; you're on track.



  1. To make a call, your CRM organization must have telephony service integrated. See also: Telephony in Zoho CRM

  2. To send an email from your CRM organization, you must have the new email configuration integrated. See also: Email configuration for IMAP and POP

Enable Next Best Experience  

To enable Next Best Experience
  1. Go to Setup > Zia > Recommendation > System Recommendation.
  2. In the System Recommendations page, toggle Next best experience for deal closure.


    Zoho CRM Training Programs

    Learn how to use the best tools for sales force automation and better customer engagement from Zoho's implementation specialists.

    Zoho CRM Training
      Redefine the way you work
      with Zoho Workplace

        Zoho DataPrep Personalized Demo

        If you'd like a personalized walk-through of our data preparation tool, please request a demo and we'll be happy to show you how to get the best out of Zoho DataPrep.

        Zoho CRM Training

          Create, share, and deliver

          beautiful slides from anywhere.

          Get Started Now

            Zoho Sign now offers specialized one-on-one training for both administrators and developers.

            BOOK A SESSION

                                    You are currently viewing the help pages of Qntrl’s earlier version. Click here to view our latest version—Qntrl 3.0's help articles.

                                        Manage your brands on social media

                                          Zoho Desk Resources

                                          • Desk Community Learning Series

                                          • Digest

                                          • Functions

                                          • Meetups

                                          • Kbase

                                          • Resources

                                          • Glossary

                                          • Desk Marketplace

                                          • MVP Corner

                                          • Word of the Day

                                            Zoho Marketing Automation

                                              Zoho Sheet Resources


                                                  Zoho Forms Resources

                                                    Secure your business
                                                    communication with Zoho Mail

                                                    Mail on the move with
                                                    Zoho Mail mobile application

                                                      Stay on top of your schedule
                                                      at all times

                                                      Carry your calendar with you
                                                      Anytime, anywhere

                                                            Zoho Sign Resources

                                                              Sign, Paperless!

                                                              Sign and send business documents on the go!

                                                              Get Started Now

                                                                      Zoho TeamInbox Resources

                                                                              Zoho DataPrep Resources

                                                                                Zoho DataPrep Demo

                                                                                Get a personalized demo or POC

                                                                                REGISTER NOW

                                                                                  Design. Discuss. Deliver.

                                                                                  Create visually engaging stories with Zoho Show.

                                                                                  Get Started Now

                                                                                                      • Related Articles

                                                                                                      • Zia Recommendation

                                                                                                        Recommendation tool and its benefits A recommendation tool uses artificial intelligence to identify and analyze customer data such as their purchase details, interests, requirements, and behavioral patterns to suggest the most relevant product. It ...
                                                                                                      • Capabilities of Zia in Zoho CRM— A perspective

                                                                                                        Zoho CRM harnesses the transformative power of Artificial Intelligence (AI) to revolutionise decision-making across all critical areas of your business, from initial customer interactions to their entire journey. With Zia, AI-powered assistant, Zoho ...
                                                                                                      • Zia Similarity Recommender

                                                                                                        Customer reviews and recommendations are the best way to convince new customers to make purchase from you. This sales method is often successful as people prefer to make decisions on whether to make a purchase based on how reliable the product is and ...
                                                                                                      • Zia Recommendation Analytics

                                                                                                        Zia can analyze customer data such as purchase details, interests, and requirements to recommend similar items for other customers. It also compares the behavioral pattern of customers and identifies similar attributes, which it uses to recommend the ...
                                                                                                      • Predict customer churn using Zia

                                                                                                        One of the biggest ongoing challenges businesses face these days is customer churn. It means your customers are discontinuing their transactions with you or, in other words, withdrawing from your business. This is a threat for any thriving business, ...
                                                                                                        Wherever you are is as good as
                                                                                                        your workplace



                                                                                                          Watch comprehensive videos on features and other important topics that will help you master Zoho CRM.


                                                                                                          Download free eBooks and access a range of topics to get deeper insight on successfully using Zoho CRM.


                                                                                                          Sign up for our webinars and learn the Zoho CRM basics, from customization to sales force automation and more.

                                                                                                          CRM Tips

                                                                                                          Make the most of Zoho CRM with these useful tips.

                                                                                                            Zoho Show Resources