You have already laid the groundwork by populating your SAP Hybris Cloud for Customer system with all available contact and customer data such as addresses, phone numbers, and e-mail addresses and classifying your customers. Now you can use this information to perfectly plan and execute your campaigns. But what use are they to you if you have no idea how your contacts feel about you? Do they take interest in your newsletters or surveys or do they go straight to the trash? Or maybe terminate the subscription right away. If you want to prevent your sales team from focusing on less-than-promising leads, the Lead Score is the right tool for you.
In the Marketing work center of SAP Hybris Cloud for Customer, you can define Lead Scores, provided you have turned on the feature during the scoping process. Each contact is assigned what is called an engagement score that can have any value between 0 and 100. The scores are added/subtracted, stored, and analyzed for the implicit behavior of the contact during marketing interactions. You can define follow-up actions for when an engagement score exceeds a certain threshold, e.g. 75.
Triggers and actions
The score can be increased or decreased for each interaction with a customer. If a customer receives your company’s newsletter and clicks on it within the first three hours after its receipt, he or she most likely is highly interested in its subject, which in turn will raise his or her engagement score. But if a customer clicks unsubscribe, the score defined for this trigger will be subtracted from the overall score for this particular customer.
There are three triggers that affect the calculation of the score: opening an e-mail, submitting a form, and clicking on a link. These triggers, however, only apply for SAP Hybris Cloud for Customer campaigns because, other than e-mail blasts, they are linked via communication category or communication type. As described in the example above, you can also add the customer’s reaction time as another condition for calculating the engagement score. The faster they react, the more positive the feedback, and vice versa.
You can determine a follow-up action to be carried out once the engagement score reaches a predefined value: Do you want a lead or an activity to be created? Or create a new lead with the lead qualification level “Hot” or have the system automatically adjust existing leads.
Maybe you too could reap the benefits that the Lead Score in SAP Hybris Cloud for Customer has to offer. Give it a try and let us know what you think in the comments section.
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