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Why does your business need a strong Customer Experience strategy?

• A clear strategy for building effective CX
• Common mistakes that can cost you customers
• Tools and approaches for automating the customer journey

LTV is all about the ability to measure your brand’s existence. If no one comes back to buy your product again, you’ve either failed to deliver on the brand experience or people don’t value that experience.

Taylor Holiday

Managing Partner of Common Thread Collective.

What is LTV (Lifetime Value)

Why Customer Lifetime Value Matters for Your Business

Why Calculate LTV: 7 Reasons for Business Owners

1. Customer segmentation — Understanding which customer groups generate the most profit allows you to focus resources where they matter most.
2. Personalized offers — Creating relevant products, promotions, and communications for different segments gives customers the feeling that they are seen and understood.
3. Marketing cost optimization — Clearly defining how much can be spent to acquire a customer while remaining profitable enables more effective financial planning.
4. Identifying the most profitable channels — Analyzing which sources bring in the highest-LTV customers helps you prioritize these channels in your marketing efforts.
5. Reducing conversion costs — Eliminating ineffective channels and strategies that don’t bring valuable customers ensures budget efficiency.
6. Adapting strategy to high-value leads — Flexibly adjusting approaches based on which customers drive the most growth helps preserve resources.
7. Revenue and ROI forecasting — Accurately calculating how much to invest in acquisition maximizes return on investment.

How to Calculate LTV: Formulas for Different Industries

• Simple LTV Formula for Subscription Services and Recurring Payments

• Basic Multiplicative LTV Formula for eCommerce and Retail

• LTV Formula with Margin and Churn (for SaaS and Online Services)

• NPV Model (for B2B and High-Value Products)

• Segmentation and Analytical Approaches (Applicable Across Industries)

How to Use LTV in Marketing and Business: Practical Applications

• Customer Segmentation LTV is an ideal criterion for segmenting your audience, allowing you to categorize your customer base — from the most valuable to those generating minimal profit. This helps identify high-potential clients and deliver personalized experiences: VIP offers, tailored communication, special discounts, and more.
• Forecasting and Planning Revenue prediction is a core use of LTV. With thoughtful approaches like cohort analysis, channel segmentation, and geographic breakdowns, businesses can estimate where future profits will come from.
• Personalized Offers Analyzing lifetime value reveals which products or services your most valuable customers purchase. This insight enables targeted campaigns, product bundles, and upsell or cross-sell opportunities.
• Retention and Loyalty LTV directly correlates with brand reputation: customers who feel valued return more often and spend more.
• Identifying Growth Opportunities in the Customer Experience A declining LTV in a segment signals waning customer interest. Tracking changes in LTV allows businesses to quickly spot issues in service, communication channels, or product offerings and address them proactively.
• Strategic Planning and Risk Management Knowing LTV helps forecast long-term profitability, plan business scaling, and build realistic financial models. LTV also highlights dependency on a limited customer group. If most revenue comes from a narrow segment, it’s time to consider diversifying audiences and channels, reducing vulnerability to market shifts or changes in customer behavior.
• Efficient Marketing Budgeting LTV provides a clear answer to: “How much can I spend on acquiring a customer (CAC) while still making a profit?” If LTV exceeds CAC, marketing spend is justified. If not, it’s a signal to optimize campaigns or acquisition channels.

Understanding the LTV:CAC Ratio — What It Is and How to Calculate It

• Less than 1:1 — the business is losing money.
• 1:1–2:1 — break-even range; a risky balance.
• 3:1 — considered a “healthy standard”: acquisition costs translate into profit and scalable growth.
• 4:1–5:1 — indicates a profitable business, but growth may be conservative due to cautious marketing spending.

• B2B SaaS: typical range 4:1 — optimal for model stability and customer retention.
• B2C SaaS (mass-market): ~2.5:1 due to lower LTV and broader audience.
• Adtech: 7:1
• Cybersecurity, Fintech, Edtech: ~5:1
• Design: ~6:1
• Business Services: 3:1
• Industrial & Pharmaceutical: 3–4:1 If customers are acquired exclusively through paid channels, the average ratio is ~2.5:1.
• Biotech, Business Consulting, Construction: 4:1
• Financial Services: 4:1
• Real Estate: 4:1

Key Reasons for Low LTV: Business “Mistakes” That Reduce Customer Lifetime Value

1. Lack of systematic customer retention efforts Focusing solely on acquiring new customers often leads to existing ones gradually “falling away.” Without loyalty programs, personalized offers, or post-purchase support, even satisfied customers may turn to competitors.
2. Poor customer experience Slow responses to inquiries, complicated purchase processes, clunky interfaces, or unpredictable delivery delays all undermine trust. Customers remember not just the product, but the entire journey with the brand.
3. Ignoring personalization Sending the same communications to all audience segments risks losing the sense of individualized attention. Personalized recommendations and content increase repeat purchases and average order value.
4. Undervaluing post-purchase support Lack of follow-ups, service reminders, or tips on using the product reduces the likelihood of repeat engagement. Customers are more likely to forget about a brand if it doesn’t stay on their radar.
5. Limited assortment or pricing strategy If customers have nothing new to “discover” in your brand — no new products, promotions, upsells, or cross-sells — LTV stagnates. Expanding your offering allows you to increase purchases per customer without additional acquisition costs.

Seven Ways to Increase Customer Lifetime Value

1. Personalize offers and launch loyalty programs Segment your customer base and use data on past purchases to recommend relevant products and services. Points, bonuses, cashback, or perks for loyal customers motivate them to stay with the brand and buy more often. (For example, about 80% of U.S. consumers belong to loyalty programs — and this increases repeat purchases by around 60%.)
2. Reactivate passive customers Reach out to customers who haven’t purchased in a while — through special offers, discounts, or personalized messages. With this approach, you can re-engage 20–30% of inactive customers before they are considered fully lost.
3. Deliver high-quality service Fast support, clear information, and a willingness to resolve issues build trust and encourage long-term loyalty. Research shows that over 90% of customers are willing to make a repeat purchase if they’ve had a positive service experience.
4. Upsell and cross-sell Offer customers upgraded or complementary products. This not only increases average order value but also enhances the overall product experience. Automated post-purchase offers (for example, right after checkout) can significantly raise customer return rates.
5. Keep the assortment fresh Regularly introducing new products or modifications keeps customers interested and gives them more reasons to come back. This is especially critical in highly competitive industries, where variety directly impacts purchase frequency.
6. Provide educational content and demonstrate expertise Guides, tutorials, video lessons, or webinars help customers get more value from your product. This strategy strengthens brand trust and encourages consistent use.
7. Use analytics to optimize interactions Continuously track LTV and test new tools — from email campaigns to upsell offers. This helps identify which actions deliver the most impact and scale them for greater profitability.

BROCARD Case Study: How LTV Analysis in a CRM System Helped Boost Company Profits

• The first offer is sent 9 months after the last purchase, as this was identified as the optimal reminder period.
• The next offers are sent after 12, 15 months, and so on, with increasing benefits for the customer.
• Only after three years of inactivity does a customer finally move into the “churn” segment.

• justify investments in personalization,
• optimize work with different customer segments,
• balance short-term promotions with long-term loyalty.

FAQ — Most Common Questions About LTV

• What’s the difference between LTV and CLV? In most cases, they are synonyms — Lifetime Value (LTV) and Customer Lifetime Value (CLV) both describe the total profit a business earns from a single customer over the entire period of cooperation. The only nuance is emphasis: LTV is sometimes used in a broader sense, including not only financial value but also referrals and brand influence.
• How often should LTV be recalculated? Ideally, every quarter or after significant changes in pricing, marketing, or customer behavior. In fast-moving industries, even monthly updates may be required.
• Is LTV analysis relevant for all business models? For nearly all. It is especially important in subscription services, e-commerce, mobile apps, SaaS, and B2B. For one-off purchases (e.g., real estate), LTV is less commonly applied.
• Can LTV be calculated by customer segments? Yes — and it’s actually recommended. Segment-level LTV helps identify which groups of customers are the most profitable and adjust marketing strategies for each group.
• How does LTV relate to CAC, ROI, and ARPU? CAC (Customer Acquisition Cost): measures how much it costs to acquire a customer. The LTV:CAC ratio shows the profitability of marketing investments. ROI (Return on Investment): evaluates overall investment efficiency, and higher LTV directly drives ROI growth. ARPU (Average Revenue Per User): average revenue per user, which is one of the components in the LTV formula.
• Can LTV be integrated into a CRM? Most modern CRM systems allow you to automatically calculate LTV based on purchase history and customer interactions, which simplifies segmentation and marketing planning.
• What are the most common mistakes in calculating LTV? 1. Using only revenue without considering margin. 2. Ignoring customer retention costs. 3. Applying average values without segmentation. 4. Calculating based on incomplete or outdated data.

“We must free ourselves of the hope that the sea will ever rest. We must learn to sail in high winds.” These words by Greek entrepreneur Aristotle Onassis perfectly reflect BROCARD’s philosophy — a brand that boldly transforms itself with the help of technology.

A Bit of Background:

1. Dynamics 365 Customer Insights Journeys — a tool for effectively orchestrating customer interactions across different channels, ensuring a personalized approach to every shopper.
2. Dynamics 365 Customer Insights Data — a customer data platform that consolidates, analyzes, and leverages diverse information sources to enhance customer engagement.
3. Dynamics 365 Customer Voice — a solution for collecting and analyzing customer feedback, providing valuable insights into satisfaction and loyalty.

BROCARD’s IT Revolution: Key Transformation Triggers and Processes Implemented on the Microsoft Platform

• Order management
• Contact center automation
• Warehouse process automation and the launch of wave picking
• Product catalog management
• Support for marketing activities (including promotions)

• Flexible customer data consolidation
• A full 360° customer view
• Advanced audience segmentation tools
• Extensive capabilities for personalized communication
• Functionality for building complex, branched Customer Journey scenarios
• Integration of Dynamics 365 Customer Voice for surveys, allowing the creation of questionnaires, as well as the collection and analysis of customer feedback

Results of Implementing the Microsoft Solutions Ecosystem

1. Seamless integration of all business components — instead of a “zoo” of systems that failed to synchronize, all processes now run in harmony within a single environment.
2. High-level data protection that meets modern security and privacy requirements thanks to Microsoft’s built-in tools, including data encryption, multi-factor authentication, access management, and more.
3. Cloud-based operations that ensure high availability, flexibility, and business stability regardless of physical infrastructure, user geography, or changes in the operating environment.
4. A scalable architecture that allows the system to expand easily in line with business needs — adding new modules, connecting additional services, and adapting to company growth without requiring a complete overhaul or replacement of IT infrastructure.
5. Full transparency and audit trails, a key advantage for a company that operates openly and complies with all legal requirements. This level of control builds partner trust, simplifies audits, and reduces the risk of human error.
6. Resilience to external risks — for example, POS terminals continue to operate even during power outages or internet loss thanks to local data caching and offline mode. This ensures uninterrupted sales and secure data storage for later synchronization with the central system.
7. Instant customer data updates in the system, which are critical for quality personalization and fast service.
8. Improved cross-department collaboration — no more exchanging spreadsheets, files, or endless email threads, since all data is stored centrally and available in real time.

Practical Cases: How BROCARD’s IT Ecosystem Helps Engage Real Customers

Case #1 — Working with Birthdays

This automation enables:

• Daily delivery of personalized messages
• Four automated customer journeys for four dynamic customer groups
• Journeys that track the occasion seven days in advance — after several experiments, the company optimized the strategy to send communication seven days before the customer’s birthday, with the offer valid for another seven days afterward
• Unique promo codes, secured by linking them to a phone number and PIN
• Name validation against a directory to avoid spelling errors

Previously, marketers couldn’t imagine managing birthday campaigns daily. Now, the automated strategy saves significant time and resources. What’s more, birthday communications generate such impressive sales volumes that they’ve become one of the top three most effective marketing activities at BROCARD.

Antonina Ogandzhanian

Head of Marketing Projects, BROCARD

Case #2 — Reactivating “Dormant” Segments

1. Recency — how recently the customer made a purchase.
2. Frequency — how often the customer buys.
3. Monetary — the total amount spent.

• The “dormant” segment shrank by 4.9×
• The potential churn segment decreased by 3.8×
• The churn segment decreased by 1.5×

Case #3 — Working with Wishlists

1. Using wishlist data to promote certain brands or individual products.
2. Personalizing prices for specific customer segments, making offers more attractive — for example, notifying customers about price reductions on items from their wishlist.
3. Increasing the effectiveness of campaigns, as communications are based on the customer’s actual interests.

Case #4 — Promotion Hierarchy

• Percentage or fixed-amount discounts
• Special offers that are valid only in certain locations, channels, or for a defined period
• Promotions on the entire assortment or specific brands
• Gifts with purchase, and more

1. Marketers save time entering promotions into the system.
2. Customers always get the best price — if a product qualifies for multiple promotions, the system automatically applies the best discount.
3. Cashiers can focus on serving customers, as the system handles all calculations automatically, eliminating the risk of errors.

Case #5 — Promo Codes

• The promo code is generated.
• Activation rules are defined.
• During purchase, the system automatically applies the discount or triggers the corresponding promotion.

• Audience segmentation is performed to determine who will receive the promo code.
• Communication is launched — triggered, for example, on a customer’s birthday or when they move into a different segment.

Case #6 — Next-Generation Gift Cards

• They are created only after purchase.
• They are linked to a phone number.
• They are protected with a one-time dynamic password.

Conclusions: How Implementing Microsoft-Based Solutions Transformed BROCARD’s Marketing

1. True understanding of the customer — not just their age or location, but deeper behavioral patterns, preferences, and habits.
2. Instant responses to customer actions — regardless of the channel, since data flows into the CRM almost in real time.
3. Significant reduction in time needed to analyze information and launch new initiatives.
4. Improved effectiveness of marketing campaigns — through precise segmentation, personalization, and the use of triggers.
5. Optimization of marketing costs — only relevant campaigns for the right audience.

Why can we confidently say this works?

Implementing fundamental solutions for customer data processing is the first and foremost step toward adopting AI and predictive models. BROCARD is already confidently moving forward along this path. Experience shows that those who sow the seeds of change first will be the first to reap the harvest. That’s why at SMART business we were glad to see BROCARD embrace hyper-personalized marketing, and we will be just as happy to celebrate their success in mastering AI.

Denys Shevchuk

Business Development Manager for CRM solutions

A partnership that delivers results

SMART business has experience implementing all Microsoft solutions, and our collaboration has lasted a full 8 years. Often, we come with just an idea or a dream, and together we dive into the project, even if much is unknown at the start. But thanks to the synergy of our teams, we confidently navigate this path and achieve the desired results. We know for sure — many ambitious plans lie ahead!

Antonina Ogandzhanian

Head of Marketing Projects, BROCARD

BROCARD’s experience proves it: digitalization is an investment in business growth. High-quality segmented marketing is only possible when a strong team is supported by modern IT solutions. Thanks to the transformation the retailer began back in 2016, today, in 2025, BROCARD is among the Ukrainian retailers that can proudly offer personalized communication with each of its 2.5 million customers — often directly leading to a purchase. Moreover, the Microsoft solutions ecosystem has provided BROCARD with seamless integration across key business functions. Financial and management accounting, warehouse operations, website and app processes, customer communications, and office work are all united by the technologies of a single vendor. As a result, customer, sales, and financial data are consolidated without duplication. And as the saying goes: those who hold information, hold the world.

Kyrylo Rudnev

Co-Founder and Managing Partner, SMART business

• Automatic filling of customer records with data from the YouControl service.
• A ready-to-use integration template and automation of custom scenarios (with Microsoft Power Automate Flow) based on it in SMART CRM solutions, Power Apps, or Microsoft Dynamics 365.
• Sanctions list check with display of identified sanctions, publication dates, sources, and descriptions.
• Tax debtor list check.
• Access to a list of court cases related to the counterparty, along with additional details such as case status, subject of the claim, court name, ruling, and more.
• Initiation of checks in various scenarios:
  • Manual check by a system user directly from the business partner’s record.
  • Automated scheduled checks.

What is Bitrix24?

A Brief Overview of Bitrix24: Key Features and Drawbacks for Businesses

Key Drawbacks of Bitrix24:

1. russian origin — Bitrix24 was developed by 1C-Bitrix, which has russian roots. This system is associated with risks to national security and can undermine trust in the domestic market. Potential consequences: Companies risk losing the trust of partners, clients, and government contractors, as using russian software may be perceived as unacceptable. Additionally, this dependency complicates entry into international markets where compliance with sanctions and ethical business policies is mandatory.
2. Data storage and processing risks — There is no clear information about the physical location of Bitrix24 servers or under which jurisdiction they fall. There is a high likelihood that data is stored or transmitted through russia, allowing russian authorities potential access to confidential information. This applies not only to technical administration but also to possible requests from security agencies or influence from the regulator of the aggressor country. Potential consequences: Uncontrolled access to internal business data, compromise of client databases, financial information, or internal documentation by third parties connected to russia. This may lead to data leaks, financial losses, or unwanted legal implications, such as:
   • Violation of data protection laws — If a company cannot guarantee that data is stored and processed exclusively within secure jurisdictions (such as EU), it may potentially violate laws like the GDPR or CCPA, which could result in fines or bans in certain markets.
   • Compliance issues (ISO/IEC, SOC 2, etc.) — Many companies undergo audits for compliance with international information security standards. Having russian-origin software in the IT infrastructure automatically creates a risk of non-compliance.
   • Potential claims from clients or partners — In case of a data breach or unauthorized access, the company may face claims, reputational pressure, or lawsuits from business partners.
3. Overly complex interface — The Bitrix24 interface is often cluttered with extra buttons, features, and sections that are not always intuitive for users. This increases the learning curve and requires additional resources to train employees. Potential consequences: CRM implementation takes longer, and team productivity decreases as employees spend more time adapting to the tool.
4. Lack of deep integration with local services — Bitrix24 does not provide direct, full integration with popular platforms for accounting, reporting, and communications. As a result, companies often need to process data outside the system or invest in complex custom integrations. Potential consequences: Process automation remains incomplete, increasing the risk of errors and adding extra costs for integrations or duplicate manual work.
5. Limited data export options — Migrating data from Bitrix24 can be challenging: automatic export is restricted, requiring additional tools and resources. Data is often exported in fragments, with no convenient way to fully extract the complete history of interactions, tasks, files, emails, and more. Potential consequences: Businesses lose flexibility and fall into a “digital lock-in”, with limited control over their own data and dependence on a single vendor.
6. Complicated licensing structure — Pricing depends not only on the number of users but also on access to core functionality, which is sometimes hidden behind additional packages. Potential consequences: It is harder to predict the actual CRM costs, making budgeting more complicated.
7. Moral and ethical risks — Using a product from a country with a problematic reputation may conflict with corporate social responsibility principles, particularly if the company wants to promote an ethical or socially responsible image. Potential consequences: Negative brand perception among employees, partners, clients, and even international stakeholders. This is another important reason to consider a Ukrainian alternative to Bitrix24.

SMART CRM — a Secure Alternative to Bitrix24 Built on International Technologies

Core functionality and capabilities of SMART CRM:

• Unified customer database — stores all information about customer interactions in a single secure environment.
• Integration with business applications — allows connection to modern communication channels and payment services without additional development costs.
• Real-time analytics — provides extensive tracking of key metrics and current trends to support timely management decisions.
• Template-based business processes — includes ready-made solutions for B2B and B2C workflows, with flexible customization to fit the company’s specific needs.
• Team collaboration tools — accelerates internal communication and simplifies information sharing across departments.
• Preservation of corporate knowledge — centralizes and safeguards accumulated expertise without the risk of data loss.

Four key SMART CRM solutions:

• SMART Sales — automates B2B sales from first contact to deal closure. Features include customer and sales management, communications, product catalogs, addresses, tasks and notifications, as well as advanced analytics and reporting.
• SMART Customer Care — ensures efficient service through a single-window interface. Handles requests in real time, supports multiple channels, integrates popular messengers via SMART Chat, monitors SLAs, and generates reports.
• SMART Order Management — provides full control over the order fulfillment process. From order receipt to delivery, it automates allocation, processing, and execution, minimizing customer wait times.
• SMART Marketing — enables live omnichannel marketing: audience targeting, customer segment management, automated campaigns, content management, and campaign performance analytics.

What Sets SMART CRM Apart from Bitrix24 Alternatives: Key Advantages

• Complete data security and control thanks to Microsoft cloud technologies.
• Fast migration from russian or legacy systems without losing critical information.
• Ready-made integrations and modules — no additional development costs.
• Flexible customization for businesses of any size.
• Reduced time on operational processes and increased team productivity.
• Ability to scale functionality as the company grows.

SMART CRM vs. Bitrix24: Key Feature Comparison

Case Study: Successful Migration from Bitrix24 to SMART CRM

Conclusion:

SMART Connector for Forms Capabilities

• Quick connection of website forms to your CRM or any Power Platform-based solution.
• Automatic real-time saving of data from the web form into the CRM system.
• Unlimited connection of different forms for different purposes (leads, inquiries, applications, etc.).
• Intuitive visual tool — easily select which form fields map to which CRM fields.
• Support for multilingual form interfaces.
• Scalability — works with any tables, including custom ones.

In the world of Internet Customer Service, it’s important to remember your competitor is only one mouse click away.

Doug Warner

What Is Omnichannel?

• Company website
• Mobile app
• E-mail campaigns
• Messengers (Viber, Telegram, WhatsApp, etc.)
• Contact center (telephony)
• Online advertising
• Offline sales points
• Social media
• Service support systems (ticketing, help desk)
• Chatbots and AI assistants

What Is Multichannel?

What Is the Difference Between Omnichannel and Multichannel?

Omnichannel in Practice — in Sales and Customer Service

Advantages of Omnichannel Customer Service:

• For the business: Omnichannel guarantees coordinated channel operation, reduces response time, lowers service costs, and forms a comprehensive picture of customer needs. Data from different sources no longer exist separately — they are unified into a single system that enables more accurate decisions and helps build long-term relationships.
• For the customer: Omnichannel means, above all, convenience and consistency — the ability to receive the same quality of service regardless of the channel — online or offline. Every interaction is accounted for, interaction history is preserved, and personalized solutions are offered from the very first minutes. This approach creates a sense of trust and professionalism, which directly influences brand loyalty.

What is Omnichannel Marketing and How to Develop an Effective Omnichannel Marketing Strategy

Building a Personalized Customer Profile: What to Consider

• Prefers BOPIS (Buy Online, Pick Up In-Store) — orders a product on the website and picks it up in a physical store. According to statistics from Fireworks, 50% of shoppers prefer BOPIS, and 67% of them make additional purchases while collecting their order in-store.
• Frequently orders products online with home delivery.
• Tracks and compares prices on websites or in apps.
• Installs store or brand apps to make ordering products or services more convenient and to receive updates on discounts and promotions.
• Subscribes to e-mail or messenger newsletters from the company to monitor deals and new arrivals.
• Actively leaves feedback and suggestions via chatbots, social media, or phone support.

CJM for the Omnichannel Customer and How to Build One

Calculating CLV — the Next Step in the Strategy

How to Work with an Omnichannel Customer: Tips and Insights

1. Identify key touchpoints You don’t need to be everywhere — you need to be where your customer is. Analyze the platforms and channels your audience actually uses, and focus on those that ensure stable, measurable engagement: website, messengers, e-mail, social media, physical locations, app, and so on. Tip: Keep your number of touchpoints optimal. Respect both your budget limits and your customer’s privacy — too many newsletters, promotions, or surveys may backfire and damage the experience.
2. Ensure technical integration between channels Your CRM, marketing platforms, analytics, chatbots, contact center, and e-commerce modules should all be synchronized. All customer data — orders, interaction history, campaign responses — should be accessible in a single view.
3. Build personalized engagement flows Use customer data (behavior, purchase history, content interactions) to develop automated communication flows: welcome sequences, abandoned cart reminders, personalized follow-ups, dynamic discounts for loyal customers. Personalization should always make sense in the context of that specific customer.
4. Implement cross-channel analytics Track not only the effectiveness of each channel individually but also how customers move between them. Monitor KPIs such as conversion rate, time to purchase, cost per contact, open and click-through rates. This will help you pinpoint bottlenecks and growth opportunities — for example, when customers start in Instagram but don’t complete purchases on your site.
5. Maintain brand consistency Your brand voice, visual style, and value proposition should be aligned across all platforms. A customer shouldn’t feel like they’re dealing with different companies on Facebook, via the call center, or at a pickup point.
6. Establish feedback loops and run tests Make sure every omnichannel campaign includes a way to gather feedback. What are your customers saying? Where is communication breaking down? A/B testing messages, formats, and channels will help you continuously improve customer experience.
7. Regularly review your strategy Channels evolve — and so does customer behavior. Keep your customer journey maps, segments, flows, and campaign logic up to date. Your strategy shouldn’t be static — it should evolve alongside your audience.
8. Deploy AI assistants and chatbots Automate basic inquiries and repetitive tasks using chatbots and AI-powered assistants. They can instantly handle standard questions, help place orders, or offer recommendations based on purchase history or user behavior. Modern AI tools can understand context and even adapt to changes in customer behavior, delivering a fast, effective, and personalized experience — 24/7.

How to Choose the Right Tools to Automate Your Omnichannel Marketing Strategy: What to Look For and What the Market Offers

1. Integration with existing systems: The solution should integrate seamlessly with your current platforms (CRM, CDP, e-commerce, analytics) to ensure consistent data flow and efficient information exchange between systems.
2. Flexible communication channels: Your platform must support a variety of communication channels — e-mail, social media, messengers, phone, and website chat. All channels should be consolidated into a single system to enable continuous dialogue with the customer.
3. Communication automation: The tool should support setting up automated notifications, messages, and communication flows for every stage of the customer journey — such as order confirmations, abandoned cart reminders, and more.
4. Personalization capabilities: Look for a solution that enables you to deliver personalized offers based on customer data, behavior, and purchase history. This directly impacts the effectiveness of your marketing campaigns.
5. Data analysis and reporting: The platform should provide tools for collecting, analyzing, and visualizing data across each customer interaction channel — allowing you to track performance metrics and adjust your strategy in real time.
6. Customer profile management: You should be able to create and maintain a unified profile for each customer by consolidating data from all touchpoints.
7. Scalability and flexibility: Your tool should scale as your business grows and adapt to new channels or changing needs without requiring major restructuring.
8. User-friendliness: An intuitive, easy-to-use interface is essential to ensure your team can quickly adapt to new workflows and settings.
9. Data security: Protecting customer data is a top priority. The platform you choose must comply with security standards and ensure the confidentiality of customer information.
10. Ongoing support and updates: The tool should come with reliable technical support and regular updates to keep pace with market demands and emerging technologies.

SMART CRM, Microsoft Dynamics 365, SMART EasyBot, and SMART Chat: How These Tools Optimize Your Omnichannel Strategy

• SMART Chat enables your business to consolidate all messaging platforms (Telegram, WhatsApp, Viber, Instagram, etc.) into one clear communication stream, while automatically syncing customer data into Dynamics 365 or SMART CRM. This unlocks additional opportunities for personalized engagement.
• SMART EasyBot is a chatbot that automates customer communication on Viber and Telegram. It supports sending personalized messages, building interactive menus, handling inbound requests, launching segmented campaigns, and managing everything directly from the CRM system. The bot integrates with customer profiles, supports user registration, and enables self-service flows.

1. A customer calls the company. A customer record is automatically created via SMART Connector for Telephony, based on their phone number.
2. Using SMART Marketing, an SMS or messenger message is sent with a summary of the conversation and a link to a chatbot.
3. The customer subscribes to SMART EasyBot and begins receiving personalized offers through the bot.
4. The customer chooses their preferred channel of communication — for instance, selecting from five available messengers.
5. A manager continues the personalized conversation using SMART Chat, communicating with customers across multiple messengers — all from one convenient interface.

Real-World Use Cases: Managing Omnichannel Interactions with SMART business Solutions

Flexible Management of Registration and Authorization Settings

• Customizable registration parameters: Choose which data to collect from users during registration — not just phone numbers, but also passport numbers or loyalty card numbers.
• Enable or disable the registration process: Turn registration on or off based on your needs.
• Authorization mode for private bots: Create exclusive access for selected users, ideal for private groups or corporate clients.
• Combined mode (registration or authorization): Flexibly mix both approaches, granting registered users access to additional services and features.

New Button Types: Webhook with Response Function and Request Creation

• Webhook buttons with text input: Integrate external services to automatically receive data or trigger actions in other systems.
• Request creation: Allow customers to easily create requests or tickets in your CRM directly through the chatbot, simplifying their needs handling and speeding up support agents’ response times.

File Sending: Simple and Convenient Content Sharing

• Send files to individual users or entire audience segments.
• Distribute documents, images, presentations, and other materials.
• Share personalized offers such as checklists, instructions, or promotional content in a convenient format.

Polish Language Support: Expanding Your International Audience

• Ukrainian
• English
• Polish

What Is a Sales Funnel in Business Terms?

• Organize the customer acquisition process.
• Identify weak points (analyze where most leads drop off).
• Optimize resources (allocate the team’s efforts so that every sales stage operates efficiently).
• Increase conversion (better understand customer needs and tailor communication strategies).

Business Benefits

1. Full process visibility — you can track every step of the customer journey, understand where a lead currently is, and what actions are needed to keep the momentum going.
2. Bottleneck detection — the funnel shows where potential clients are most often lost. This allows for targeted, data-driven decisions instead of guesswork.
3. Prioritization focus — instead of spreading efforts too thin, the team can concentrate on leads that are closest to conversion. This saves time and resources while boosting performance.
4. Improved customer experience — by knowing where a customer is in the funnel, you can tailor communication, offer relevant solutions, and address the questions that matter most at each stage.
5. Outcome forecasting — by analyzing the funnel, it becomes easier to predict how many deals are likely to close soon. This improves planning and minimizes surprises.
6. Higher conversion rates — a structured approach helps increase the percentage of leads moving from one stage to the next, resulting in more closed deals overall.
7. Transparency and accountability — the sales funnel makes the process clear both for managers and the team. Everyone understands their role and is accountable for results at their stage.
8. Scalability — when the process is well established, it becomes easier to grow sales volumes since every stage is clearly defined and under control.

How Does a Sales Funnel Work?

• Top of the funnel — the broadest level where people are just becoming aware of your brand. This stage is driven by advertising, social media, and SEO tools.
• Middle of the funnel — the potential customer is already interested: they’re reading your blog, attending a webinar, or downloading your price list. Here, it’s important to explain why your offering is worth their attention.

• Bottom of the funnel — the customer is almost ready to buy but needs a final push: a product demo, success story, or a personalized consultation.

How to Work with a Sales Funnel

1. Start with your current reality — assess what your funnel looks like right now. How many leads are at each stage? Where are most of them dropping off? Without an honest diagnosis, it’s hard to make changes. Don’t be afraid to identify weak spots — they are your growth points.
2. Clearly define the stages — every sales funnel has its own levels, from the first contact to closing the deal. Structure your stages based on your business process, for example:

• Lead generation (creating interest via ads or content)
• First interaction (a call, email, or meeting)
• Solution presentation (demo of your product or service)
• Negotiation (discussing deal terms)
• Closing the deal (purchase, contract signing, service activation)

3. Assign clear actions and responsibilities at every stage — when your funnel becomes a team tool, everyone knows what to do with leads at their specific stage. For example: “A lead who responded to a commercial offer” = a task for the manager within 24 hours.
4. Log every interaction — from the first “hello” to the final “thank you for your purchase,” since each potential client may be at a different stage of the funnel. A CRM system is your best assistant here, ensuring that all calls, emails, notes, and negotiation history are kept in one place. This minimizes the risk of losing important information during handovers or team changes.
5. Measure, analyze, adjust — because what isn’t measured can’t be improved. If you’re losing many leads at a specific stage, it’s a signal to optimize the process. For example, maybe your presentation isn’t convincing enough, or the negotiation stage needs more flexibility. In this case, data becomes your best advisor.
6. Automate where it truly makes life easier — reminders, email campaigns, auto-tasks — these save time and reduce human error. But don’t let automation become bureaucracy. An automated sales funnel should enhance, not hinder, live communication.

• Collecting lead data
• Sending reminders and emails
• Generating analytics on each stage’s performance, and more

7. Use a personalized approach — customers value tailored communication. Your sales funnel should reflect their interests, and a CRM system for business helps you adapt your offers to their specific needs.

The Most Common Types of Sales Funnels and Key Differences Between B2C and B2B Funnels

1. Attention — The company first grabs the person’s attention toward the product or brand. For example, a bright banner, a provocative headline, or social media ads.
2. Interest — At this stage, you need to engage interest: show why it’s relevant, useful, or simply worth noticing. This involves meaningful content that answers questions or highlights the product’s value.
3. Desire — Here, the customer starts wanting the product or service. It’s important for them to see how it solves their problem or improves their life. Reviews, use cases, and visualizing benefits work well here.
4. Action — The final step. The customer takes the desired action: buys, registers, submits a request, etc. Marketing’s job is to simplify this step and eliminate any last doubts.

How to Determine When a Customer Is Ready to Move Forward?

• From Attention to Interest: the user clicked a link, subscribed to a newsletter, or left their email. This means the content worked, and it’s time to prepare personalized communication.
• From Interest to Desire: the person downloaded a price list, registered for a demo, asked a question in chat, or spent time on a case studies page. In this case, it’s appropriate to hand the lead over to a sales manager.
• From Desire to Action: the client requested a consultation, agreed to a call, responded to an offer, or filled out an application. This is the moment when it’s crucial to maintain momentum and close the deal.
• From Action to Post-sale Support: payment has been made, the client became an active user or partner. This is where a new story begins — about support, upselling, and loyalty.

Automated Sales Funnel with the SMART CRM Platform

1. A unified standard of customer service quality.
2. Analytics and forecasting (without defined stages and statuses in CRM, measuring effectiveness is impossible).
3. Training new employees: a clear structure significantly shortens the adaptation period.
4. Ensuring scalability: it’s good if the process works for one manager, but when the team grows, a single system is needed.
5. Compliance with legal and commercial requirements: for example, in B2B, it’s important to have an approved offer, contract templates, and clear approval procedures.

1. Building a personal connection with the client: adapting to their style, mood, and expectations.
2. Negotiations that require flexibility, improvisation, and unconventional solutions.
3. Visualizing product value to most effectively convey benefits tailored to a specific situation.
4. Handling objections, because standard templates often don’t work — a personalized approach is needed.

Advantages of an Automated Sales Funnel with SMART CRM

• Clear structure and freedom of action — SMART CRM helps standardize the sales process with clearly defined stages. Yet within each stage, the manager has freedom to decide which specific actions to take to achieve results. This allows for maintaining a unified system without losing the individual approach to the client.
• Timely follow-ups without the risk of missing anything — automated reminders, triggers, and tasks in the CRM help ensure no potential client is overlooked, keeping order and control at every stage of the sales process.
• The whole team works in a single information space — reports, comments, and interaction history are available in real time. With an automated sales funnel, there’s no need to ask or clarify statuses with colleagues — everything is always up to date and visible.
• Business sees the full picture — data in SMART CRM is presented in an easy-to-understand format for fast and informed decision-making.
• Instructions exactly where they’re needed — newcomers don’t get lost thanks to clear scripts, while experienced sellers stay engaged because there’s room for improvisation.

What About the Drawbacks?

How to Measure the Sales Funnel — An Example

• Conversion from request to call = (300 / 500) × 100 = 60%
• Conversion from call to presentation = (120 / 300) × 100 = 40%

1. The full customer journey, not just the final deal stage.
2. Lead sources — because conversion rates from a webinar and a cold call can differ drastically.
3. The role of the manager — who handled the deal and what tools they used.
4. Product complexity — SaaS solutions are one thing, developing a large project from scratch with numerous integrations is another.

How to Improve Sales Funnel Conversion in CRM?

• Omnichannel Presence: Be where the customer is — today’s buyer doesn’t have the patience to wait for a callback. They might write in a chat, respond to a lead form, or leave a request via messenger. Omnichannel in SMART CRM means that all these inquiries automatically feed into the funnel on a single customer card, with no risk of getting lost. The manager sees everything in one place and can respond faster. This directly impacts conversion from the first contact: the quicker the response, the higher the chance of engaging the customer.
• Use of AI: Smart chat assistants at the service of sales — SMART CRM offers scalable customer interaction powered by intelligent solutions like SMART Chat and SMART Easy Bot. These extensions help automate communication, making it personalized and convenient. SMART Chat unifies popular messengers in one window, preserves chat history and analytics, while SMART Easy Bot allows creating smart chatbots for Viber and Telegram, implementing self-service scenarios, mailings, and collecting verified contacts. These solutions are called “smart” because they can automatically respond to customer requests without operator involvement, recognize intent, suggest next steps, and provide relevant information in real time. Together, they reduce response time, boost customer trust, and give managers tools for proactive work.
• Building a Customer Journey Map: Understanding the customer’s path = Impact on results — SMART CRM collects information about customer interactions: when and how they contacted you, what they viewed, and where they got stuck. This helps identify typical behavior patterns and adapt to expectations. For example, if most leads “drop off” after receiving a commercial offer, it might be time to revise the email template or add a reminder call.

Conclusion: