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ClickDimensions: send e-mail to EmailAdress2 from workflow

I have been ClickDimensions customers for a few months now. The basic functions work great and are really easy to set up (even for a non-programmer). However, if you would like to use more of the sophisticated marketing automation, you need to dig a little deeper. One of the problems I recently encountered, was that I would like to send a ClickDimensions e-mail to the contact’s secondary emailadress from a workflow, known as EmailAdress2 in Dynamics CRM. This is an alternative emailadress for a contact, which is sent an automated email when one of the sales reps win an opportunity.

I asked the ClickDimensions support team for a little help. Although they do great work over there, they are limited to the ClickDimensions core functions and entities. Their response was good, but was not going to help my any further: “Since Workflows and the Opportunity entity are not native to ClickDimensions, we are unable to provide support for them.  If you need assistance in setting up this Email Send via a Workflow or using dynamic content to pull values off of the Contact record, you will need to contact your CRM partner.

So, time to make a work around. We will do this by a combination of workflows, marketing lists and ClickDimensions marketing automation.

Send one-to-many email to EmailAdress2

When creating a regular E-mail Send (Marketing > ClickDimensions > E-mail Send) you are able to pick emailadress 1 through 3, which is great when sending a one-to-many campaign. However, I would like to send a one-to-one campaign, triggered by a field in the opportunity.

clickdimensions-send-emailadress2

ClickDimensions offers the option to create Email Sends for different email adress fields.

Send e-mail to EmailAdress2 from a workflow

First I tried making a custom entity and tried copying the field EmailAdress2 to EmailAdress1. Bummer, since ClickDimensions only allows sending e-mails to contacts, accounts or leads. That is before I stumbled upon the Add to marketing list function in ClickDimensions, a great feature. This wil let you add contacts, leads or accounts to Marketing List from a workflow. Then, by building a Campaign Automation, we should be able to send e-mails to Emailadress2 from a workflow.

Step 1: Make two marketing lists

Create two new marketing lists in CRM. The first will be called Emails to be send to EmailAdress2 from workflow, the other Emails already sent to EmailAdress2 from workflow. We will use the second marketing list to monitor which contacts have already received the emails.

clickdimensions-marketing-list1

clickdimensions-marketing-list2

Step 2: Create the workflow

You will find the function under “Add Step” > “Marketing Lists” > “Update Marketing Lists Members”.

update-marketing-list-members

The workflow will be triggered when the status of the Opportunity changes to “Won”.

email-send-clickdimensions-workflow

Set 3: Set properties for the marketing list

Click on “Set properties”. Use the Dynamic Values to set the linked contact opportunity for the contact. Select the “Emails to be send to EmailAdress2 from workflow” marketing list we created earlier.

clickdimensions-marketing-list-members-input

Step 4: Build the Campaign Automation

Next up is creating the Campaign Automation, that is found under Marketing > Marketing Automation > Campaign Automation. Create your campaign and open the builder. Now, select “Added to List” as trigger and create a new series. Select the marketing list “Emails to be send to EmailAdress2 from workflow” as the trigger list.

member-added-to-list

Inside the series, specify your e-mail template to be send and select two more actions: add to list and remove from list. This way we will have Clickdimensions move list members from one list to the other. Inside the Send Email action you can specify to send to Emailadress2.

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Step 5: Publish and test!

You should be done by now and have a workaround to send emails to EmailAdress2 from a workflow.

Human interactions in a self service economy are important

Human interaction in a self-service environment

Technology enabled customers can help themselves in a self-service environment. Self-service is not something new: it has been a question for marketing researchers since a few decades, where self-service studies were mostly aimed at retail stores. Thinking about self-service right will result in a digital platform were customers take care of their own businesses.

When it comes to customer experience design, a customer self-service environment seems like a great touchpoint: have customers do things themselves.

Giving the customer tools to access his information a lot easier will result in cheaper costs per touch points and eventually higher profits. Sounds like a great deal, right? The real question you should think about is: how can I still deliver a great customer experience in my self service environment? The answer: human interactions.

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Customer churn 101: the basics of churn you need to know

Customer churn 101: an introduction

There are a few numbers that I find extremely important for every CRM strategy to report on. On of them is the customer churn: the number of customers that leave after being a customer for a period of time.

I think customer churn reporting is useful, since you will always be looking for ways to grow your business. Instead of focusing solely on generating new (and often the sexy) business, you should also pay attention to your current customer base. Customer churn gives you an indication of who is leaving the company as a customer (and stops generating revenue), giving valuable feedback to your sales reps and the business as a whole.

What is customer churn?

Customer churn simply put is the number of customers who do not generate revenue in time X, divided by the complete customer base in time X. This period can be put as weeks, months, years of even multiple years. The time is defined by the customer base, your industry and the product(s) you sell.

It makes common sense that a car dealer’s customer churn interval is a lot longer than a restaurant’s. A car dealer will put this time frame at maybe three to five years, where a restaurant should stick to something like one or two weeks. Key is that you can only use customer churn well if your business works with subscriptions or recurring products (like groceries).

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