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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.

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:

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

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:

1. Lack of data control – russian IT companies are subject to national legislation, under which security services may demand access to any information. This means there are absolutely no guarantees regarding the protection of personal and commercial data.
2. Risk of sudden “blackout” – Servers or access to the service may be shut down by the vendor at any moment – for political or strategic reasons. This jeopardizes the continuity of business processes.
3. Inability to receive updates and support – Sanctions restrict the legal use of russian software, blocking access to technical support and updates. These restrictions will only tighten, which in turn will impact related business processes.
4. Geopolitical isolation – Global companies are massively cutting ties with russian vendors, directly affecting businesses that use their software. In addition to reputational damage, using russian software can lead to isolation from the European and American markets.
5. Support for the aggressor – Every license or payment for russian software means funding the state that is waging war against Ukraine.

List of the Most Popular russian CRMs on the Ukrainian Market: Which Systems to Avoid

• Bitrix24 – A comprehensive platform for managing sales, tasks, communications, and document flow.
• amoCRM (also known as Kommo) – A cloud-based CRM system focused on managing sales and customer communication.
• Megaplan – A tool for project management, task tracking, and team communication.
• EnvyCRM – A CRM system for sales and marketing automation.
• Prostoy Business – A universal CRM system for small and medium-sized businesses.
• Okdesk – A system for request management and customer service.

Alternatives the Market Offers Ukrainian Businesses to Replace russian CRMs

• SMART CRM (Ukraine) — Built on Microsoft Power Platform, this solution offers flexible customization, secure data migration, and integration with popular services such as Nova Poshta, Rozetka, and Binotel.
• Dynamics 365 CRM (USA) — This is a set of Microsoft systems with built-in AI. They are categorized by functionality, enhancing different business units: Dynamics 365 Sales (B2B and B2C sales management), Dynamics 365 Customer Insights (marketing automation), Dynamics 365 Customer Service (transparent service support), Dynamics 365 Field Service (on-site service coordination), Dynamics 365 Contact Center (omnichannel customer communication through a contact center).
• Perfectum CRM+ERP (Ukraine) – A comprehensive solution for small and medium-sized businesses with CRM and ERP modules, supporting automatic updates, REST API, and certified data security.
• SalesDrive (Ukraine) – A cloud-based CRM system focused on sales automation, lead management, and analytics, with integration options for telephony and email services.
• Creatio CRM (Ukraine) – A no-code platform for CRM and business process automation that allows for quick adaptation to changes in the business environment.
• KeepinCRM (Ukraine) – A user-friendly CRM system for small businesses, featuring customer tracking, task management, and integration with popular services.
• OneBox CRM (Ukraine) – A flexible system that allows business process customization, task automation, and integration with various services, including telephony and email.
• Asteril CRM (Ukraine) – A specialized CRM for online stores, integrated with marketplaces such as Rozetka and Prom.ua, offering order and inventory management features.
• NetHunt CRM (Ukraine) – A CRM system integrated with Gmail, enabling sales and customer management directly from the inbox; actively supports the Ukrainian market.
• Odoo (Belgium) – A modular open-source platform that combines CRM, ERP, and other business apps, providing flexibility and scalability for various business types.
• Zoho CRM (India) – A cloud CRM system with a wide range of features for automating sales, marketing, and customer support, integrated with over 800 third-party apps.
• KeyCRM (Ukraine) – A CRM system for e-commerce that consolidates orders from marketplaces, messengers, and social media into a single interface, with inventory management and analytics tools.
• LP-CRM (Ukraine) – A CRM system focused on processing orders from landing pages and online stores, featuring sales automation and integration with popular payment systems.

How to Choose a Quality Replacement for russian CRMs for Ukrainian Businesses: Tips and Recommendations

Criteria for Choosing Software to Replace russian CRMs

1. Localization, support, and service for Ukrainian clients: A Ukrainian-language interface, technical support, compliance with Ukrainian legislation and business specifics – these are essential factors when selecting a system.
2. Customization flexibility: A quality CRM should easily adapt to the working logic of a specific company – from the sales funnel structure to access rights, reporting, and internal integrations.
3. Optimal financial conditions: A CRM must be a financially sound investment. It’s important to consider not only the subscription cost, but also the expenses for setup, employee training, technical support, and scaling. The market currently offers many options with broad functionality at an affordable price.
4. Migration speed and data retention: Data transfer from previous systems must be fast, secure, and controlled. Choose CRMs with a track record of successful migrations – this will significantly reduce risks during the transition.
5. Integrations and level of automation: The availability of ready-made integrations with telephony, email, messengers, accounting systems, and more is critically important. A CRM system should become the central hub for all customer-related processes.
6. Analytics and management reporting: Analytical tools must be clear, flexible, and accessible. This enables informed decision-making based on real-time data – from sales performance to evaluating manager effectiveness.
7. Compliance with legislation and security standards: The CRM system must comply with current Ukrainian laws on storing and processing personal data, as well as international security standards (including GDPR, ISO/IEC 27001, SOC 2, etc.).

SMART CRM as an Alternative to russian CRMs: Features, Capabilities, and Advantages

• Flexible configuration for business needs: Thanks to a convenient tool builder, users can independently adapt the basic functionality of the CRM system to their own processes – without needing to involve developers.
• Robust technological foundation: SMART CRM is built on Microsoft Power Platform – one of the world’s leading low-code/no-code platforms. This allows for rapid scaling while minimizing costs associated with complex development.
• Integrations with modern services: The CRM system supports native integration with services like Ringostat, Binotel, Stream Telecom, Nova Poshta, Rozetka, eSputnik, PayPal, UAPAY, InPost, plata by mono, and more. This ensures centralized management of customer communications and logistics.
• High level of security and compliance: SMART CRM complies with more than 13 international security regulations and standards, including GDPR, CCPA, HIPAA, SOC, RODO, FedRAMP High, and others. This guarantees reliable data protection and compliance with legal requirements.
• Regular feature updates: The platform is continuously evolving – new versions are released every 3–4 months, consistently expanding capabilities and enhancing the user experience.
• Support and training from experts: Included are professional documentation, training materials, and consultations from certified specialists – helping users quickly get up to speed.
• Deep customization options: If needed, a company can request personalized configuration for its specific processes – provided directly by the SMART business team.
• Mobility and accessibility: The CRM system is accessible from any device – mobile or desktop – providing work flexibility and real-time control over business operations.

• Nova Post: SMART Sales and SMART Customer Care Goal: Enable effective B2B sales management and customer inquiry handling during expansion into the European market. Result: The implementation of the CRM system helped the company scale quickly and efficiently, optimize internal team communication, and improve customer satisfaction.
• AM Integrator Group: SMART Sales Goal: Optimize the process of working with potential deals and improve sales analytics. Result: The implementation of SMART Sales streamlined deal management, aligned sales funnel stages with the department’s business processes, and enhanced analytics.
• British-Georgian Academy: SMART Sales and SMART Customer Care Goal: Improve communication with students’ parents and optimize administrative processes. Result: The implementation of SMART Sales and SMART Customer Care improved communication with parents and reduced the administrative workload.
• AQUA PLUS: SMART Order Management Goal: Optimize order processing and ensure effective coordination between departments. Result: The implementation of SMART Order Management automated key service processes – from order creation to invoicing – enabling a unified, integrated view of all orders.
• DTEK: SMART Sales Goal: Optimize engagement with potential donors and track the entire lifecycle of equipment. Result: The implementation of SMART Sales created a single, transparent, and convenient environment for interacting with donors of specialized equipment and allowed for full traceability of the equipment’s journey.

• understanding customers,
• omnichannel communication,
• personalization of offers,
• automation of service processes.

Chatbots and Virtual Assistants: Differences and Areas of Responsibility

AI-Powered Technologies – A Revolution in the World of Bots

• efficient automation of responses. GenAI-powered chatbots can independently engage in conversations, generating answers to common questions and even solving more complex issues without involving service staff,
• improved accuracy and relevance of responses. Thanks to natural language processing, GenAI can understand both the context and tone of the inquiry,
• faster processing of customer requests. GenAI’s ability to quickly analyze large amounts of data speeds up response times.

Common Use Cases for GenAI-Powered Virtual Assistants

• quickly search the knowledge base and generate summary responses with links to documents,
• ensure high accuracy, even if the inquiry contains mistakes,
• find the required product, even if the user forgot the name but can provide related information.

• automation of the recruitment process, including job description creation, resume screening, and candidate selection. This process is used by the renowned high-tech HR company Wonderlic,
• creating personalized learning programs,
• virtual L&D assistants and tutors,
• automation of upskilling and reskilling processes,
• assisting with onboarding new employees by answering questions based on HR documents and wikis. Employees without computers can access information via messaging apps like Telegram, Viber, or Facebook Messenger.

• quickly identify inconsistencies in documents or risks that may affect business outcomes,
• monitor operations in real-time for compliance with regulatory standards and detect potential violations,
• predict risks based on historical data,
• check documents for alignment with company policies and identify those that need updating.

• assists in processing inquiries to the hotline,
• aids in diagnosing diseases. An interesting example is PathAI, which uses AI to analyze tissue samples for pathological conditions,
• accelerates the drug discovery process by analyzing billions of potential chemical compounds to identify promising ones in terms of research.

• automates communication with parents and students,
• creates personalized learning programs, such as the globally recognized language-learning platform Duolingo.

• automatically creates unique, high-quality product descriptions tailored to specific keywords,
• selects images for product cards in accordance with SEO requirements and optimizes them for fast loading and correct display on different devices,
• generates tags frequently used by users to search for similar products,
• performs SEO optimization for existing product cards, for example selects the most relevant keywords, creates titles, and meta descriptions that improve CTR (Click-Through Rate).

• transcribes and analyzes support team conversations with customers and evaluates them for professionalism, empathy, and adherence to company norms,
• provides recommendations for improving service levels when necessary.

Opportunities for Creating a Unique Customer Experience by SMART business

• integrates popular messaging apps (Facebook Messenger, Telegram, WhatsApp, Viber, Instagram) into a single window,
• records conversations and key metrics (such as wait times and communication duration) and integrates communication history for a personalized experience,
• optimizes each subsequent interaction with the customer by saving communication history in the customer’s profile, enabling personalized communication.

• building a client base with verified contacts,
• sending bulk or segmented messages,
• supporting feedback,
• generating unique texts directly from CRM,
• converting texts into barcodes or QR codes as needed.

How SMART business Chatbots Help Build Trust-Based Relationships with Consumers

• improved customer interactions,
• increased operational efficiency,
• enhanced precision in decision-making processes,
• increased security of information systems.

What Is a Customer Journey Map?

Why Use a CJM

The Purpose of a Customer Journey Map: How to Turn Plans Into Real Sales

The Benefits of a Detailed Customer Journey Map

• The more detailed the map, the easier it is to spot real obstacles along the customer path – such as a registration form that freezes, unclear instructions, or an overloaded support line. Stepping beyond the “average journey” allows you to address conversion issues in a targeted way and significantly improve results.
• Detailed CJMs visualize the behavior of different types of real customers, their expectations, and the barriers they face. This enables businesses not only to create highly customized content and personalized offers but also to configure automated scenarios that actually work.

Key Elements of a Customer Journey Map

• Journey Stages – a list of all significant interaction points between customers and the company. For example: awareness, exploring offers and comparing competitors, making purchase decisions, buying, service, and post-sale support.
• Touchpoints – specific places or channels through which the customer interacts with the company: website, social media, popular messengers, offline or online stores.
• Customer Emotions at each stage.

• Customer Goals – understanding what the customer wants at each stage: to find information, receive a discount, or solve a problem (what problem, and how).
• Pain Points – obstacles on the customer’s path. These might include inconvenient website navigation, a complicated payment process, poor warranty service, late delivery, or lack of communication about changes to delivery conditions or timing. When identified in time, these obstacles turn into growth opportunities for the company.

Build Your CJM the Right Way

Defining the Goal

Map Creation is a Team Effort

A Complete List of Touchpoints

In-Depth Target Audience Analysis

• Data from the CRM system, including sales analytics and customer support records,
• Web analytics and behavioral insights using tools like Microsoft Clarity,
• Social media analysis and marketing campaign analytics,
• Field research, including surveys and focus groups,
• Customer feedback gathered via support chatbots, reviews on marketplaces, and forum discussions.

Audience Segmentation

• Socio-demographic factors: age, gender, job title, income level, marital status, education,
• Geographic factors: region, area, and local consumption patterns,
• Buying behavior: purchase frequency, timing, and decision drivers (necessity, impulse, etc.),
• Psychographic factors: values and lifestyle.

Testing the Customer Journey Map

Process Optimization at Pain Points

Measuring Core KPIs

Key Types of Customer Journey Maps

Current State Customer Journey Map

Day in the Life – Stepping into the Customer’s Shoes

Future State – The Best Way to Model the Ideal Customer Journey

Organize Customer-Centric Business Processes

Customer Journey Map Examples for B2C and B2B

Example: Customer Journey Map for a Car Service Center (B2C)

Example of a CJM for a CRM System Provider (B2B)

Best Practices for Customer Journey Mapping

• It’s important to clearly define the goal before creating a customer journey map. For example, if a company wants to reduce customer churn and focus on retention, it’s essential to carefully address post-purchase pain points.
• Study real customers, not hypothetical ones, and build the CJM based on data, not assumptions. Draw relevant conclusions from the data you collect. For example, if customers often contact support right after registration, it might be necessary to refine this process.
• Create detailed customer personas. A customer journey map should be built for specific audience segments.
• Carefully analyze the emotional state of customers. You can add a mood scale from negative to positive and highlight critical moments. For example, if new users feel confused, consider adding video tutorials or automated tips.
• Use digital tools to build your CJM.
• Optimize bottlenecks and test improvements. After all, a customer journey map is a tool for driving necessary changes. For example, if customers often abandon their shopping cart, you could test adding a “Buy in one click” option.

10 Common Mistakes in Customer Journey Mapping

• Building a CJM without real data. This risks wasting resources on improving things that are not critical for customers.
• Creating a customer journey map for an “average” client, without clearly defined personas.
• Ignoring the customer’s emotional state.
• An incomplete set of touchpoints.
• No map of the ideal scenario, focusing only on “as-is” without understanding what the “to-be” state should look like.
• Ignoring negative customer experiences and focusing only on positive interactions.
• A map that’s either too detailed or too general. The optimal balance is 5–10 main stages with clearly defined touchpoints.
• No CJM updates: it’s important to regularly analyze changes in customer behavior and update the map at least once every six months.
• Creating a CJM as a formality: this is a decision-making tool meant to drive process changes.
• Lack of cross-functional collaboration: a CJM should not be created solely by the marketing team without involving other specialists.

Tools for Creating a Customer Journey Map

• Interactivity and advanced visualization capabilities,
• Integration with CRM systems and other data sources,
• Collaboration features for team workflows,
• Advanced analytics and automation options.

Microsoft Visio

Microsoft Dynamics 365 Customer Insights

Microsoft Power BI

Microsoft Whiteboard

Frequently Asked Questions

What’s the difference between a Customer Journey Map and a User Journey?

What’s the difference between a Customer Journey Map and a Sales Funnel?

What’s the difference between a Customer Journey Map and a Customer Experience Map?

How to use a Customer Journey Map?

What SMART business solutions are useful for creating a Customer Journey Map/improving the Customer Journey?

Objectives can be compared to a compass bearing by which a ship navigates. A compass bearing is firm, but in actual navigation, a ship may veer off its course for many miles. Without a compass bearing, a ship would neither find its port nor be able to estimate the time required to get there

Peter Drucker

So, what is CRM in business?

In Which Business Areas Are CRM Systems Used, and What Functionality Should Modern Solutions Provide?

Business Areas Where CRM Is Applied

• Sales – Modern CRMs provide full control over the sales cycle – from the first contact with a potential customer to signing the contract. The system can automatically capture inquiries from multiple channels, help qualify leads, assign responsible managers, manage deals in stages, create tasks and reminders, store interaction history, and integrate document workflows. As a result, it enables structured sales, ensures no opportunity is missed, and supports effective decision-making based on up-to-date data.
• Marketing – CRM for business significantly expands marketing capabilities – from basic lead collection to launching personalized campaigns. A CRM allows you to segment audiences by interests, behavior, and funnel stage. Solutions like SMART CRM enable you to configure messaging workflows, automatically launch email or SMS campaigns at the right time, and track results. With integration of websites, messengers, and ad channels, marketing becomes more creative, controllable, and measurable.
• Customer Service – CRM systems fundamentally transform how businesses approach customer support. Instead of chaotic responses and lost inquiries, CRM functionality builds a structured support system. With SMART CRM, all customer requests – submitted via website forms, messengers, email, or phone – are automatically recorded in a single database, where nothing gets lost and everything is prioritized and processed accordingly. Managers can quickly retrieve interaction histories and offer solutions from a knowledge base, while adhering to SLAs (Service Level Agreements).
• Team Collaboration – CRM for business is not only about working with customers – it’s also a tool for efficient internal teamwork. A modern CRM allows you to assign tasks, appoint responsible team members, track task statuses, and manage deadlines effectively. Built-in analytics tools help assess each employee’s workload and productivity. As a result, the company experiences less chaos and more coordinated steps toward shared goals.
• Analytics – Reporting and analytics tools in CRM systems empower businesses to make decisions based on real data – not just intuition or assumptions. This means every action – from planning a marketing campaign to optimizing the sales process – is backed by processed and analyzed data. This approach allows companies to better predict future trends, identify issues early, and quickly adapt their strategy. It reduces the risk of error and increases overall business efficiency.
• IT Infrastructure – Modern CRM systems like SMART CRM or Microsoft Dynamics 365 Sales support flexible integration with other corporate platforms. This creates a unified ecosystem for managing data and business processes. Cloud access makes it possible to work with the CRM system from anywhere, not just the office, ensuring mobility and flexibility. Additionally, security remains a top priority: two-factor authentication, access rights management, and reliable data storage protect against unauthorized access, which is crucial for maintaining the confidentiality and integrity of sensitive information.

What Should a Modern CRM for Business Be Capable Of?

1. 360-Degree Customer View – Your CRM should serve as the single source of truth about each customer by providing:

• A centralized customer database containing the entire history of deals, purchases, inquiries, and requests.
• Personalization tools for capturing customer preferences, enabling segmentation and targeted engagement.
• Automatic tracking of communications – emails, calls, chats, and web form submissions – all in one place.

2. Automation of Sales, Service, and Marketing – A modern business CRM must eliminate manual tasks by intelligently automating workflows, including:

• Lead generation management – automatic collection of leads from various sources such as websites, social media, chatbots, and ads.
• Campaign automation – tools for setting up and running targeted email and SMS campaigns triggered by predefined scenarios. This allows for personalized customer communication and reduces the time spent on routine tasks.
• Customer service automation using a knowledge base to quickly provide answers to frequently asked questions.

3. Integration with Third-Party Services – Your CRM system shouldn’t operate in isolation – it should seamlessly support:

• Synchronization with popular messengers like WhatsApp, Telegram, Facebook Messenger, Viber, Instagram, etc.
• Integration with your ERP, accounting, and financial systems to keep track of finances and inventory.
• API support for custom integrations, ensuring flexibility in connecting to internal platforms.

4. Analytics and Artificial Intelligence (AI) – Data is one of a company’s most valuable assets – provided it’s used effectively. Your CRM should offer:

• Real-time dashboards and analytics with tracking of key metrics such as conversion rates and sales performance.
• AI-powered sales forecasting by analyzing customer data and behavior patterns.
• Automatic lead categorization based on behavior and needs.

5. Omnichannel Communication – Customers may reach out via Instagram, call, or submit a request through a feedback form. Your CRM should unify all these channels:

• A single communication hub with chats, calls, emails, and messengers in one interface.
• Integrated telephony with features like call recording, playback, and analytics.
• Chatbots and autoresponders to handle frequent and popular requests automatically.

6. Task and Team Management – Your CRM should be a workspace for the whole team, equipped with tools like:

• Calendars, reminders, and task managers to schedule meetings, highlight important dates, and assign tasks.
• Performance tracking through activity analytics and team productivity metrics.
• A built-in learning system, enabled through a centralized knowledge base.

7. Mobile Access and Cloud Availability – Your CRM must be convenient and accessible regardless of a user’s location or work format. This requires:

• Full access to information from a phone or tablet.
• The ability to work from anywhere thanks to cloud data storage.
• Two-factor authentication and flexible access rights to protect company data.

8. Flexibility and Scalability – It’s simple: as your business grows, your CRM must grow with it. Key considerations include:

• Customizability to align with your company’s business processes – configurable interfaces and workflow automation.
• Easy scalability to support new countries, branches, and users.
• A flexible permissions system that allows for role-based access (e.g., for managers, marketers, or sales teams).

CRM Benefits for Business: What Results Can You Expect with the Right Solution?

Increased Sales and Profitability

Enhanced Customer Interaction

Improved Operational Efficiency

Increased Company Revenue

What Types of CRM Systems Exist for Specific Business Processes, and How to Choose the Right One?

CRM Systems for Different Business Processes

Sales Automation CRM

1. End-to-end control over every stage of the deal within a unified workspace.
2. Increased efficiency in working with clients to ensure no lead gets lost.
3. Automated reporting on the sales funnel.
4. Tracking communication history with each contact.

• B2B companies with long sales cycles.
• Businesses using multiple lead generation channels.
• Companies with large sales departments.

Marketing Automation CRM

1. Help segment customers.
2. Automate mailings and communications.
3. Launch personalized campaigns effortlessly.
4. Create template libraries for various communication channels.
5. Provide advanced analytics tools for monitoring and evaluating marketing activities.

• Companies aiming to increase customer loyalty.
• Businesses looking to combine marketing and analytics in a single solution.

Service Process Automation CRM

1. Automation of request and order tracking.
2. Task distribution by assignee.
3. Tools for managing deadlines, SLAs, and payments.
4. Centralized storage of documents and templates for streamlined customer interactions.

• Service companies with recurring orders.
• Businesses handling a high volume of customer requests.
• Companies aiming to automate internal interdepartmental communication.

Does Industry Influence the Choice of Business CRM Software?

Does Business Size Influence the Choice of CRM System?

Which CRM System Should You Choose for Your Business – and What Are the Alternatives to russian-Origin Software?

How to Ensure Successful Business CRM Software Implementation for your Business?

Tip 1 – Start with goals, not the system

Tip 2 – Choose the system and vendor that suit you

Tip 3 – Don’t try to fix chaos with a CRM

Tip 4 – Communicate the clear benefits to your team

Tip 5 – Automate the key processes

Tip 6 – Integrate your CRM with other company tools

Tip 7 – Use the data – don’t just store it

Tip 8 – Monitor and optimize continuously