Investigate your losses using VoC's root-cause analysis

Investigate your losses using VoC's root-cause analysis

Dear Customers,

We hope you're well!

Loss and customer churn are inevitable in any business, even for historically successful ones. While it's never pleasant to see customers leave, it's crucial for businesses to identify the triggers behind these losses and address their root causes.

Root cause analysis is a process management technique whereby a business analyzes the root cause of a problem or constraint it's facing to address negative triggers. It involves identifying and defining the problem, gathering data and evidence, identifying possible causes, and testing each cause against the evidence to obtain the ultimate root cause. Many businesses manually examine causes one by one, often collecting reasons from users for each problem that arises. But this examination process takes a lot of time and unfortunately isn't often backed by data.

This brings us to Zoho CRM's root cause analysis (RCA) feature in VoC.

VoC categorizes customer feedback based on various traits. For RCA, VoC identifies negative outcomes in your business, such as customers that have churned out and deals that you've lost. As a reactive investigation, RCA backtracks the events and responses of those lost deals and churned customers to identify the reasons and causes that led to them. Based on their keywords and behaviors after, VoC categorizes potential root causes as follows:
  • Lack of innovation
  • Product glitches
  • Response delays
  • Poor service
  • Product pricing issues
  • Missed deadlines
  • Lack of follow-ups
  • Mismatched requirements
  • Others

How you can use RCAs
Regardless of what you're investigating, RCA can play a role in it. Using VoC events or responses, you can build new custom charts and group them based on these categorized root causes.
Let's look at a few scenarios to see how you can use RCA to build custom charts.

Analyzing declining revenue for Q1
A decline in revenue is a serious issue for any business, and suggests there have been consecutive losses in terms of deals. To understand the trend and trajectory of this issue, you can build a cohort chart with RCA values.

Analyzing failed lead conversions
Attracting and converting a lead is itself a complex process, and most businesses allocate portions of their expenses to marketing their products in order to convert their leads. Despite these efforts, if the acquired leads are lost, the business will incur two types of losses: no return on the marketing costs, and a loss of potential business with those leads. Thus, businesses can use a simple chart to analyze the factors that are causing the leads to walk away.

Based on the results, let's say the most significant cause relates to follow-ups and poor service. The business can then do the following:
  • Use the cause to find those records that are lost due to follow-ups and extend a reconciliation proposal. Click here to learn about cross-module filtering of VoC parameters.
  • Investigate further to determine the cause of the lack of follow-ups or poor service and correct course.
  • Educate users and sales reps in areas that need improvement and prevent future errors.

Under development
In line with the inclusion of RCA while building custom charts in VoC, we're developing an exclusive dashboard for RCA investigations. Using charts like sankey and cohort, the system itself identifies the problem area, computes the findings, and provides you with a turnkey dashboard that you can readily use. We expect this to be ready soon.
While we're at it, we hope you'll include this new RCA computation in your business analyses for a more focused examination of your operations.

That's all about RCA in VoC for now. Each day at Zoho CRM, we're developing VoC to address countless niche requirements that involve customer feedback and behaviors. If you have questions, comments, or feedback around these topics, we'd be happy to hear them. Please drop them in the comments section. Let's connect!

Release plan: This has been opened for all users in all DCs.
Resources: Conduct root-cause analysis in VoC

Thanks and have a good one!

Kind regards,
Saranya Balasubramanian

    • Recent Topics

    • HTML PDF Templates / Build From Scratch option not visible for Custom Modules

      Hi everyone, I am working with Zoho Books Custom Modules and trying to create a custom 4x4 package label PDF template using HTML/CSS. According to the official Zoho Books documentation for HTML PDF Templates, there should be an option like: Settings →

    • Updating Sales orders on hold

      Surely updating irrelevant fields such as shipping date should be allowed when sales orders are awaiting back orders? Maybe the PO is going to be late arriving so we have to change the shipment date of the Sales order ! Not even allowed through the api - {"code":36014,"message":"Sales orders that have been shipped or on hold cannot be updated."}

    • Direct Integration Between Zoho Cliq Meetings and Google Calendar

      Dear Zoho Team, We’d like to submit the following feature request based on our current use case and the challenges we’re facing: 🎯 Feature Request: Enable meetings scheduled in Zoho Cliq to be automatically added to the host's Google Calendar, not just

    • billable_expense_id in Invoice API does not set invoiced=true on bill line items — causes duplicates in Projects > Create Invoice

      Hi Zoho Community, We are running an automated batch invoicing system using the Zoho Books API and have hit two critical bugs that are causing duplicate invoice risk in production. Raising this here for visibility alongside a support ticket already filed.

    • New fields : radio button

      Hi, when customizing a module (eg: Candidates), we are able to select different types of fields (check box, currency, list, ...). However there is no "radio-button" component. This type of fields is often used in Web pages and will be certainly a plus-value

    • Huge confusion in zoho crm and zoho analytics

      Context => We have reporting based hierarchy in zoho crm and basically there will be one sales head and couple sales managers and 10 pre sales excutives divided between 2 sales managers we have maintained that in zoho crm and there is complex reporting

    • Huge confusion in zoho crm and zoho analytics

      Context => We have reporting based hierarchy in zoho crm and basically there will be one sales head and couple sales managers and 10 pre sales excutives divided between 2 sales managers we have maintained that in zoho crm and there is complex reporting

    • Import KB template OR Export template for zoho desk?

      Greetings. Can you tell me if there is a way to get an EXPORT of my KB articles? OR is there a template you supply for importing KB articles into my zoho desk? I am looking for a method of understanding what fields can be imported, and what their possible

    • Choice Availability Reset

      If an entry is deleted which included a response to a field with choice availability enabled does that increase the number of remaining times the choice can be selected?

    • Rich Text Type Format for Notes Field

      Has it been discussed or is there a way to insert a table in the notes field? We sometimes receive information in a table format, and it would be beneficial to have it in the same format as a note on a record.

    • [Bug] WebAuthn passkey registration blocked on rpIds with TLDs longer than 6 characters (.accountant, .technology, etc.) — isValidDomain regex too strict

      Hi, Filing on behalf of an enterprise customer where Zoho Vault is deployed across the company. The Chrome extension blocks WebAuthn passkey registration on legitimate sites whose Relying Party ID (rpId) has a TLD longer than 6 letters. This affects every

    • [Heads Up] Upcoming update to field values in Zoho Books - Zoho Analytics integration

      Hello Users, We'd like to inform you of an upcoming update to the Account Type field values in the Zoho Books integration for Zoho Analytics from June 1, 2026. What's Changing? The following values under the Account Type field are being renamed to align

    • Important update: Migrate to the new SalesIQ live chat widget before May 15, 2026

      The old SalesIQ live chat widget will be deprecated on May 15, 2026. This is a final reminder to migrate to the new SalesIQ live chat widget before this date. After May 15, 2026, the old widget will no longer be maintained, which can lead to slower performance

    • Zia Agent built in ChatKit UI does not render markdown

      Hi, You have a major shortcoming in the Zia Agent UI. The test UI that is embedded in agents.zoho.com allows you to test the agent has full support for rendering markdown, but your ChatKit UI does not have support for rendering markdown. If I embed it

    • Team folder not created when creating project using zoho flow

      When I try to automate project creation using zoho flow, and I have enabled workdrive integration to automatically create team folders to attach to the project, this only works when I create a new project through the UI. But I am trying to automate project

    • Zoho Projects - Email notification relabelling of modules not present on default templates

      Hi Projects Team, I noticed that in the default email template notification, the word "bug" was not renamed to the lable I am using in my system. As many users may used the Bugs modules for various purposes including Changes, Revisions, Issues, etc...

    • GLM 5 not available

      Hello, I am trying to setup a Zia Agent using agents.zoho.com. The settings says that GLM5 is among the list of free zoho hosted models available. However, when I try to setup an agent and pick a model from the list only GLM 4.7 Flash is available. How

    • Set Custom Icon for Custom Modules in new Zoho CRM UI

    • Can not send or reply to mails

      Hello, I can not send mails or reply. If I try to send a mail i get "Unable to send message;Reason:553 Replaying disallowed. Invalid Domain - invata-programare.ro" Can you help me, please? Thank you!

    • Kaizen #241: Automating Deal risk escalation using Workflow APIs, Connected Workflows, and Functions

      Hello everyone! Welcome to another Kaizen week. In many organizations, sales teams work in Zoho CRM, finance teams manage invoices in Zoho Books, and support teams handle customer issues in Zoho Desk. Now consider this scenario: A sales representative

    • Upload own Background Image and set Camera to 16:9

      Hi, in all known online meeting tools, I can set up a background image reflecting our corporate design. This doesn't work in Cliq. Additionally, Cliq detects our cameras as 4:3, showing black bars on the right and left sides during the meeting. Where

    • Allow Super Admins to Edit Task “Created By” and Issue “Reporter” Fields

      Hello Zoho Projects Team, We hope you are doing well. We would like to submit a feature request regarding the ability to manage and correct system ownership fields in Zoho Projects, specifically: Task → Created By Issue → Reporter / Reported By Current

    • The Social Wall: April 2026

      Hello everyone, This month, we’re excited to bring you a set of new updates for Threads in Zoho Social, designed to make publishing, monitoring, and managing your content much easier Threads updates You’ll now see a few useful improvements in the compose

    • Sort or filter CRM report by count value

      Hi there, I'm trying to create a report that will show me high frequency bookings (leads) coming through within a time period for any particular account - this is so we can proactively reach out to these accounts. I have a report that shows the information

    • Error when changing user permission from read only to user.

      Hi there, Ive tried to change one of my users to be able to edit, however i kept getting the error user license exceed.

    • Marketing Tip #30: Promote your brand differently on each social platform

      Not all social platforms work the same way. Posting the same content in the same way across every channel can limit your reach. Each platform has its own discovery system, and understanding what it prioritizes can dramatically improve how your brand is

    • Whatsapp Limitation Questions

      Good day, I would like to find out about the functionality or possibility of all the below points within the Zoho/WhatsApp integration. Will WhatsApp buttons ever be possible in the future? Will WhatsApp Re-directs to different users be possible based

    • **Building Role-Appropriate Accountability Layers in Zoho Projects - Looking for Real-World Experience**

      We're a small ISP/telecom operator on Zoho One and I'm trying to solve what I think is a common organizational problem. Would love to hear from others who've tackled it. **The Core Problem** Staff will only consistently use a project management system

    • Duplicate entries for contacts birthdays

      Good morning I have recently started to use my Zoho calendar and noticed that there are multiple birthday events showing for some of my contacts. I have checked my contacts and there were duplicates for some contacts which I have now rectified but the

    • How to Generate Separate Labels for Each Invoice SKU Line Item in Zoho Books?

      Hi everyone, I’m trying to implement a requirement in Zoho Books where separate labels need to be generated for each SKU/item from an invoice. Scenario: One invoice can contain multiple products/SKU items Each item/box should have its own separate label

    • Using IMAP configuration for shared email inboxes

      Our customer service team utilizes shared email boxes to allow multiple people to view and handle incoming customer requests. For example, the customer sends an email to info@xxxx.com and multiple people can view it and handle the request. How can I configure

    • What's New in Zoho Billing | March 2026

      March is here with a fresh wave of updates to Zoho Billing. From making compliance easier, reporting more flexible, to making day-to-day workflows smoother across the board. Here's everything that's new this month. Introducing Usage-Based Billing Reports

    • Subforms in Creator-Lookup Price

      I've got a modular called Price List with items and prices. Ive got another module called Estimates with a subform that looks up that Price List. I am trying to get the "Price" to auto-enter based on the Lookup field of the item name. Anyone know how

    • Feature request - pin or flag note

      Hi, It would be great if you could either pin or flag one or more notes so that they remain visible when there are a bunch of notes and some get hidden in the list. Sometimes you are looking for a particular name that gets lost in a bunch of less important

    • Tip #20 - Three things you probably didn't know you can do with picklists

      Hello Zoho Sheet users! We’re back with another quick tip to help you make your spreadsheets smarter. Picklists are a great tool to maintain consistency in your spreadsheet. Manually entering data is time-consuming and often leaves typos and irregular

    • Map Dependency Upgrades in Zoho CRM

      Map Dependency Fields enhancements are available in CA, SA, JP, CN, UAE, AU and EU DCs. Latest update: Also available in IN and US DCs. Hello everyone, We’ve introduced a set of enhancements to Map Dependency Fields to make setup simpler, faster, and

    • CRM to FSM Setup

      Good Afternoon, I am trying to connect CMS to FSM. My current field mapping is: Companies ↔ Accounts Contacts ↔ Contacts Service And Parts ↔ Products I'm setting this up for an elevator service company. The idea is that: Accounts represent Companies.

    • All new Address Field in Zoho CRM: maintain structured and accurate address inputs

      Availability Update: 29 September 2025: It's currently available for all new sign-ups and for existing Zoho CRM orgs which are in the Professional edition exclusively for IN DC users. 2 March 2026: Available to users in all DCs except US and EU DC. 24

    • Collapsible Sections & Section Navigation Needed

      The flexibility of Zoho CRM has expanded greatly in the last few years, to the point that a leads module is now permissible to contain up to 350 fields. We don't use that many, but we are using 168 fields which are broken apart into 18 different sections.

    • Create custom rollup summary fields in Zoho CRM

      Hello everyone, In Zoho CRM, rollup summary fields have been essential tools for summarizing data across related records and enabling users to gain quick insights without having to jump across modules. Previously, only predefined summary functions were

    • Next Page