CRM automation: how it works and real-life examples

A robust and user-friendly CRM like CentrixOne allows companies to implement automations to optimize their activities and accelerate their growth. In concrete terms, this means that it is possible, easy, and even recommended to automate predictable and repetitive tasks so that much of the work is done without manual intervention. Automation actions can support complex processes involving many customers and colleagues at the same time. They can also support very simple processes and save you a lot of time with a few clicks. Here we explore how automation works with examples to help you plan your own.

Programmable elements of the automation sequence

Scheduling an automation sequence requires three main elements: a trigger, a timeframe and an action. To illustrate these, think of a predictable and repetitive scenario, for example, a prospect signs up for your newsletter on your website. You can schedule an automatic sequence by programming these elements:

• The trigger – a new person signing up for your newsletter.
• The timeframe – programmed delay of one minute before the action.
• The actions – automated welcome email to that person confirming their subscription to the newsletter and offering them a promo code.

Using these elements, here are some concrete examples of automations that our clients program in their CentrixOne CRM.

Automated sales pipeline management

Example: A lead makes an inquiry by entering their information into a form on your website.
Once submitted, the form automatically creates a new contact and the information is automatically entered in the customer card’s fields.

1. Submitting the form automatically creates a new contact and the information entered fills the fields in the customer record.
   • An opportunity is created in the pipeline with a 10% probability of sale.
     
     
2. An automatic email is sent to thank the prospect for their request.
   • A follow-up task is created in the regional representative’s tasks.
     
     
3. This new contact is automatically placed in the prospect list.
   • A second email regarding the products in question is sent to this prospect the next day.
   • 7 automated emails will be sent to the prospect over the next two months to nurture the relationship. The emails contain links to FAQs and resources available on the web, as well as a Calendly link to schedule an appointment with a representative.
     
     
4. When the customer makes the purchase and the opportunity is moved to 100%:
   • The customer is removed from the list of prospects and added to the list of current customers
   • The automation cycle stops and the remaining of those 7 emails will not be sent.

Internal notifications to the operations department

Example: A potential client who has received a quote signals that they are about to approve the project.

1. Knowing that the quote will be signed in the next few days, the representative manually advances the sales stage to 90%.
   • When the stage changes, an internal notification is automatically sent to the operations department so they can prepare to receive this order (ensure materials are available, scheduling, etc.).
     
     
2. Upon receipt of the signed agreement, the representative moves the sales stage to 100%.
   • A notification is sent to the operations department to confirm the order with a purchase order #.
   • Upon 100% stage change, the prospect now becomes a customer.
   • An internal notification is sent to an assigned account manager.
   • The new customer receives a series of personalized communications:
     1. Welcome message from the President
     2. Introduction email from the account manager
     3. Information to prepare for delivery
     4. Customer service information

Renewal management with date-based actions

Example: A heat pump service contract expires on a certain date.

30 days before the expiration date, actions are automatically triggered:

1. An email is sent to the customer notifying them that their service contract is about to expire and that a representative will call them about it within 48 hours.
2. A task is created for the representative to call the customer and offer a renewal quote.

Email marketing automation

Example: A tourism group sends a newsletter to all its new customers.

The first email presents three types of activities: mountain biking, golf and beach.

1. If the customer clicks on one of the three activities to learn more, for example golf, it triggers a new, more targeted email the next day.
2. The next day, a new email is sent to the customer presenting three golf courses.
3. If they click on course #1, the next day an email is automatically sent with a discount code for their first visit to course #1.

Birthday emails

Example: on each customer’s birthday, an email is automatically sent to wish them a happy birthday and give them a promo code they can apply to their next purchase.

Automate everything you can

Sales and marketing task automation is an invaluable tool to increase your productivity. Automation allows you to perform manual and repetitive tasks with rigor and precision, while keeping your team motivated and focused on high-value activities. CentrixOne CRM offers a simple and robust automation setup module that makes it easy for novices to automate their first processes and for initiates to set up high performance sales management systems.