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Getting the right customers out

Written by Edgar Wieringa on . Posted in Exact Synergy

One aspect of CRM is to register your customer data in a way. Registering for different purposes. To make sure you can give them a call for instance. When executing marketing campaigns it is important to target the right customers/ people, so the registered data (and level of detail and accuracy) is also crucial here. Exact Synergy offers a set of capabilities to select your customers based on various fields via the advanced search.

For mail merges and e-mail marketing campaigns the current options might not be thorough enough. Off late we are exploring the possibilities to filter data more granular. One thing we for instance are thinking of is to make it possible to tag your accounts and contact persons. Basically this would offer you full flexibility to not only make extensive selections but also gives you the option to let many people in the organization ‘structure’ the data. The tagging could in this case be based on a defined taxonmy (corporate tags).

You could for instance request your account managers to glag the contacts which would be interested (or should be invited 😉) for an upcoming seminar. The solution of tagging is inspired on various talks with customers and business partners. We also would be interested in hearing from you how you solve this. I have for instance heard:

    – linking accounts to a specific project
    – creating ‘marketing’ requests (basically a ‘Yes, invite for this event’ request)
    – searching via Synergy and refinement in Excel

It would be great if you could spent some words in a reply how you do it at your company.

Edgar Wieringa

I enjoy building software that supports your business' goals and people love to use. Hobbies: cooking, food, travelling, reading and running. Follow my work on http://twitter.com/edjewie

Comments (10)

  • Barry van der Meij

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    Hi Edgar,

    Great to read this article. The problem you adress here is one we face every mailing. Fact of life now is that we store additional information in requests and then use a report to define the customer to mail / invite or what so ever. We export the report to excel, import it into Zoomio, send the mailing, recieve a CSV back and then again import that into Synergy by using SSIS.

    I think tagging both accounts and contactpersons would be a great imrprovement and yes I believe this should be done on a coorporate level, maybe also freeform tagging but not for the coorporate purposes.

    In my opinion there are a few things of importance when implementing it.

    1 – It must be really easy to tag the customer or contact
    2 – When opening the account or contactperson card it must be a maximum of 1 click away to see the tags, I would prefer a collapsed section which can be expended without a page reload.
    3 – You should be able to search on these tags, and be able to search based on more then 1 tag.
    4 – Feedback from the exact campaigner should be able to maintain the tags, for example to subscribe to a certain newsletter, so next time they will get the newsletter based on the tag.
    5 – You should have some functionality to merge, update and delete tags so your CRM system stays clean without having to execute all kinds of SQL Queries.

    Looking forward to further information on this (and so is our marketing department)…. :)

    BR Barry

    Reply

    • Edgar Wieringa

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      Hi Barry,

      Thanks for your support and sharing your attention items and ideas on solutions. I understand all and agree on most of them. For the fourth option you mention i would personally foresee another solution but what you want to reach is clear. I would be more thinking of subscription requests being created for it to make it better traceable.

      Thanks again!

      Edgar

      Reply

  • Stefan Drissen

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    I was the lucky recepient of a Rabobank direct mail campaign for a local benefit – as of 17 December 2009 they provide the mortgage for my new house. Their direct mail, dated 20 May 2010 (half a year later) was sent to my old address. I asked them how this was possible, their response (translated from Dutch) “Our apoliges for sending the mail to your old address. The list was compiled in December and used in May. Due to the effort for the total project we were unable to check the addresses again.”

    Hoping they lose my mortgage too… 😉

    Reply

  • Christian Ibetsberger

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    Hi Edgar,

    I agree with suggestions of Barry. Contacts and persons should be easy to tag and you should see current tags when opening contacts/contact persons. A collapsed section would be great.

    Many customers ask for functionality similar to the ‘categories’ in Outlook. (It is now not possible to allow a 1:n selection with classification or any other field. Also new features like the 10 additional categories in Globe only allow 1 selection per category) In current projects we use the functionality to link items to accounts, therefore we create additional (phantom) items for the selection criteria and organize them in assortments.) But it s quite similar to additional workflows, projects and so on, depending what is done afterwards.

    Reply

  • Edgar Wieringa

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    @all the respondents so far,

    Thanks guys for your input. it helps me to see that you got the right message out of my post and even better your input gives me inspiration.

    Reply

  • Barry van der Meij

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    Product update 244 is coming up, what can we expect on this functionality in this new product update?

    Reply

  • Piet Bron

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    We are looking forward to the tagging possibilities for relations ánd contactpersons.

    In the ‘old’ version of Synergy (ASP) we did use a custom solution, built by a reseller, to make mailings. Every contact person or relation could be given unlimited ‘mailing codes’ (predefined).

    There was also a possibility to give unlimited ‘relation type’ or ‘person type’ codes. For mailings we could make combinations of all those information combined with some normal Synergy fields (like city or project).
    In Enterprise this custom solution had to be reprogrammed. We decided to wait for the tagging solution, but until now it is only released for documents.

    Another point in this case is that it would be very helpful is the ‘Natural Persons’ add on would be standard in Synergy. I don’t see why it has to be an add on!

    Reply

  • Martin Ortgiess

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    Nice to see your feedback on tagging of accounts. I am currently looking if we can add a bigger or very big number of free fields to the account- and contactpersoncard.
    Together with this we also look to the possibility to add the same free fields to the contact person card as we currently have on the account card. Would this functionality help you in your daily business?

    Reply

  • Piet Bron

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    It would be helpful to have more free fields, of course. But the ‘tagging’-principle, just like the way it is working with documents right now, gives much more freedom, because people can just add unlimited tags to a relation or contact person.

    But if it is possible to predefine a set of tags for the company, that would make it a better solution. And next to those predefined tags for everyone every user can use their own tags for personal purpose.

    Reply

  • Edgar Wieringa

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    Hi Piet,

    Thanks for the clear reply. Just to make sure we understand each other in the right waty. For documents you can use both ‘free’ tags and tags from a predefined set (‘corporate tags’).

    Reply

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