When the pandemic started, a lot of companies found themselves in a difficult position, as the COVID factor had a serious impact on their business. Companies lost customers, orders and profit as a result.
Being a company that works to optimize processes, we, in our turn, started to develop a solution that has become time-tested and shown high efficiency not only during the pandemic but in the current time as well.
Our Customer, a large logistics company, decided to organize information about 16,000 Clients in their CRM.
The Customer wanted not only to update the data, but also to determine which of the Clients could be reactivated, i.e. contacted again in order to resume cooperation.
audit module
Additionally, we developed Client Reactivation Funnel (CRF) that fully streamlined the process of resuming relationships with Clients of the Customer.
The main purpose of CRF is to create a new deal with those Clients that did not have an open deal with the Customer at that moment.
A Client that becomes a part of CRF gets a sequence of emails that serves as a remind about the mutually beneficial cooperation with our Customer. The emails are sent at a set frequency for as long as the Client needs to respond or up until the moment when no emails are left in the sequence.
If the Client responds to any of these emails - a CRM trigger moves this Client’s card in CRM to "Manager's call" stage.
After moving to "Manager's call" upon the trigger or after sending the emails, the manager calls the Client, clarifies all the necessary information, makes an audit and identifies the Client’s needs. Then the manager adds the final status, for example: active / inactive company, and makes a summary (text comment) about how interested the Client is in working with the Customer, as well as in what time the Client is ready to load.
Finally, we classify the Client as a new deal or as a part of the Client database. Sometimes we move the deal to “Failure” if the Client refuses to cooperate.
Additionally, we offered the Customer a scenario when if the Client has no open deals in the CRM, the Client automatically goes to CRF. In this case, each company with no open deals within 3 months will fall into CRF so that a manager could do an audit and try to make a sale.
After a while we decided to make the process of reactivation regular: if a company has no open deals with our Customer for 3 months, it is sent to reactivation.
20% OF THE UPDATED COMPANIES WERE STARTED WORK ON AND NEW CONTRACTS WERE DRAWN UP WITH THESE COMPANIES. THAT IS MORE THAN 3,000 CONTACTS.
The remaining companies were assigned the correct status and CRF was put on schedule.
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