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| Source:ClickDimensions.com |
This is the second in a series of blog posts on digital transformation and the customer experience. I'm going to illustrate concrete ways in which real world events and actions are transformed into the digital record.
Microsoft Dynamics 365 provides sales and marketing automation, tracking the customer experience. ClickDimensions is an add-on for Dynamics 365 that allows you to create rich email campaigns, communicate with customers via text messages, track clicks to web properties and much more.
Here is a logical map of how you can perform digital transformation on your marketing and sales activities, based on products that we use at my company InfoStrat:
|
Action
/ System
|
CRM
|
Email
|
ClickDimensions
|
Website
|
Lead
Score
|
|
Whitepaper
Download
|
Stores contact information
|
N/A
|
Track clicks on website; creates contacts
|
Ask for contact email
|
Y
|
|
Contact
Us form on website
|
Stores contact information
|
Alert to sales department
|
Creates contact
|
Form
|
Y
|
|
Click
on ad
|
N/A -- anonymous
|
|
N/A
|
Tracks referrer
|
N
|
|
Invite
to webinar/seminar
|
Marketing list
|
Email invitation
|
N/A
|
Event schedule and registration form
|
|
|
Register
for webinar
|
Stores contact information
|
Send confirmation and reminders
|
Creates contacts
|
Registration form
|
Y
|
|
Tradeshow
attendee
|
Scan business card or import from file – could be mobile device
|
N/A
|
Create marketing list
|
N/A
|
Y
|
|
Inbound
call
|
Enter call or phone integration
|
N/A
|
N/A
|
N/A
|
Y
|
|
Inbound
email
|
Enter email manually or automatically
|
Route based on rules
|
N/A
|
N/A
|
Y
|
|
Outbound
email
|
Contact information and activities
|
Send from email
|
Open and click statistics
|
N/A
|
N
|
|
Sales
call
|
Track appointment
|
N/A
|
N/A
|
N/A
|
Y
|
|
Social
contact
|
Track contact
|
N/A
|
Lookup social profiles
|
N/A
|
Y
|
This map helps you identify the sales and marketing events performed by both you and your prospective customers and "digitize" them by tracking in your CRM system as well as building up a lead score which assigns values to each action taken.
The CRM system is the central repository for your sales and marketing digital transformation, because it track information that originates from other systems such as your website, social media, event registration, and email. Marketing automation functions in ClickDimensions make it easy to create outbound actions such as email invitations and also customer actions (clicking on a web page or an email link) and is integrated with CRM which stores the information.
We are using Microsoft Dynamics 365 (formerly Microsoft Dynamics CRM) but you may be using another CRM such as Salesforce. Mobile devices may be used by customers and sales staff to initiate actions tracked in your CRM sales system or view information.
The benefit of digital transformation of sales and marketing is having a central repository to track your activities and progress. You can report on the effectiveness of your initiatives over time, and gain insights on customer behavior that leads to successful sales. Customer self-service is growing quickly, and without an integrated approach and system you may be blind to the transformation that is underway in your industry.