Digital CRM Module
1. Module Overview
The Digital CRM Module extends traditional customer relationship management with AI-powered analytics, omnichannel engagement, and events management. It provides predictive insights into customer behavior, centralized communication across all channels, and tools for organizing customer-facing events.
Business Value:
- AI-driven customer analytics reveal buying patterns, churn risk, and upsell opportunities
- Unified Contact Center consolidates all customer communications (email, phone, chat, social) in one view
- Events management drives lead generation and customer engagement through webinars, workshops, and promotions
- Team-based customer ownership ensures no lead falls through the cracks
2. Key Concepts & Terminology
| Term | Definition |
|---|---|
| Customer Analytics | AI-generated insights on customer behavior, purchasing patterns, and lifetime value. |
| Engagement | A structured customer interaction record — can be a call, email, meeting, or campaign. |
| UCC (Unified Contact Center) | A centralized hub for managing all customer communications across channels. |
| Event | A customer-facing activity (seminar, product launch, webinar) managed and tracked in the system. |
3. Included Applets
| Applet | Purpose |
|---|---|
| AI Customer Analytics Applet | AI-powered insights on customer segments, churn risk, and purchasing behavior. |
| Engagement Applet | Track and manage structured customer interactions and follow-up activities. |
| Unified Contact Center (UCC) Applet | Centralized multi-channel communication hub for customer service and sales. |
| Events Management Applet | Plan, promote, and manage customer events, RSVPs, and post-event analytics. |
| Team Maintenance Applet | Configure CRM teams and assign customer ownership responsibilities. |
4. Standard Business Workflows
Workflow 1: Lead Engagement & Follow-Up
Lead Captured ──▶ Engagement Created ──▶ Follow-Up Scheduled ──▶ Meeting/Call ──▶ Opportunity ConvertedWorkflow 2: Customer Event Lifecycle
Event Planned ──▶ Invitations Sent ──▶ RSVPs Tracked ──▶ Event Held ──▶ Follow-Up Engagements Created5. Roles & Permissions
| Role | Primary Applets | Key Responsibilities |
|---|---|---|
| Sales Manager | AI Analytics, Engagement | Analyze customer segments, manage team engagements |
| Sales Representative | Engagement, UCC | Record interactions, follow up on leads |
| Customer Support Agent | UCC | Handle inbound customer inquiries across channels |
| Marketing Manager | Events Management | Plan events, track attendance, measure ROI |
6. Prerequisites / Initial Setup
- Core Module — Customer records configured
- CRM teams created in Team Maintenance Applet
- Communication channels configured in UCC Applet
- AI Analytics connected to transaction data (Sales/POS)
7. FAQs & Troubleshooting
Q: The AI Analytics dashboard shows no data. A: AI analytics requires sufficient transaction history. Ensure sales and customer data from the Sales/POS modules have been flowing for at least 30 days.
Q: Can I integrate the UCC with my existing email system? A: Yes. The UCC supports email, phone, and chat channel integrations. Configure the connections in the UCC Applet settings.