A 360° Omnichannel View of Every Customer Touchpoint : Interactions Tab

A 360° Omnichannel View of Every Customer Touchpoint : Interactions Tab


Hello Everyone,

Hope you are well!

We are here today with yet another announcement in our series for the revamped Zoho CRM. Today, we introduce Interactions Tab a new way to view all customer interactions from one place inside your CRM account.

Customers demand a seamless, personalized experience across all channels. To provide this, your customer-facing teams need easy access to the complete customer journey—a series of interactions between customers and your organization. These vital journey details are in your CRM, often scattered among entries in a lead or contact's timeline.
 
To address this, we'd like to present a brand-new addition to the record detail page in the Leads and Contacts modules: the all-new Interactions tab.



Using the Interactions tab, your customer-facing teams can achieve the following:
  • Get a complete overview of a customer's ongoing journey, from the moment they were added as a lead or contact in the CRM.
  • Identify and analyze gaps in follow-ups and their effects on subsequent interactions.
  • Identify points in the journey where the customer has been left unattended.
  • Track the channels through which the customer is most responsive.
  • View the interactions that precede milestones in the customer's journey.
  • Gauge interest levels by looking at the impressions in customer signals.
Let's look at some important elements of the Interactions tab:

Signals and follow-ups

Signals and follow-ups are touchpoints in your customer's journey. We call the actions a customer has taken signals and your organization's responses follow-ups. The Interactions tab for each record will contain a unique customer journey, stitched together as a series of signals (on the left) and follow-ups (on the right).

Impressions and status

For some channels, signals and follow-ups will contain additional information.
  • Signals have impressions that help gauge interest level. For example, you'll be able to see the number of questions that a customer has filled out in a survey.
  • Follow-ups indicate status. For example, a call from your sales rep will have the status of Attended or Unattended.

Mediums

Signals and follow-ups are gathered from a wide set of channels like Email, Zoho Desk, Zoho Meeting, Zoho Webinar, Zoho Backstage, and more. These channels are called mediums in the Interactions tab.

Milestones

Interspersed throughout the customer's journey are milestones where the lead or contact has made a significant step towards making the first or next purchase. Milestones are based on values in the history-tracking enabled picklist in the Leads or Contacts modules.

Time gaps and orphan states

You can also check the time between touchpoints to gauge how responsive that customer is, how quickly your organization has engaged with that customer, and so on. Orphan states indicate a longer-than-average gap between signals and follow-ups.

Filters

When you want to focus on particular parts of the journey, you can use filters to view the journey as it relates to particular mediums, specific users, or a specific period of time.

Views

You can view the Interactions tab in three modes:
  • All: This will present all aspects (signals, follow-ups, and milestones) of that customer's journey.
  • Signals: This view will focus on the signals the customer has issued. It displays the final follow-up before each signal and collapses the rest to help you focus more on the signals you receive from customers.
  • Milestones: This view focuses on milestones and the last touchpoint before each milestone.

Note: Interactions that've happened over the last 3 years will be available in this tab.
Availability : This feature is available only for the Leads and Contacts Modules and is enabled for all users who've enabled the new Zoho CRM UI in all DCs.


Thanks & Regards,
Serena Woolridge
The Zoho CRM Marketing Team

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