Customer scoring: what is it and why is it needed?
Scoring (scoring) in translation into Russian means “score points”.
Most often, this concept is associated with the banking sector, with the help of this technology potential borrowers are assessed, and a decision is made to grant a loan. With the development of marketing, this concept has been adopted by marketers.
In web marketing, there is such a thing as Lead scoring- (Lead-scoring). This is a method of splitting potential customers by assigning them a certain points, in accordance with pre-defined criteria that show how ready the customer is to conclude a deal. For clarity, we will describe how scoring occurs in our company.
Every day there are more and more orders for our services and in order for our top managers not to waste their time, we have introduced amoCRM-based scoring system, but you can use any system you like. Applications received by us are processed by the secretary, where points are assigned to customers. Examples of criteria in our database:
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- availability of contact phone (+1)
- corporate E-mail (+1)
- company and position (+2)
- budget suits (+3)
- non-core task (for example, SMM, mobile application development, etc.) (-5)
- availability of TK (+1)
All this allows us to segment our potential customers into qualified leads and marketing leads .
Qualified leads (having a score of more than 6 points) are customers who are potentially ready for a transaction and are transferred to the sales department for subsequent contact. And marketing leads are customers you need to grow. Often, with the help of various educational newsletters, webinars, seminars and other events that do not depend on us, the client “grows” over time to a qualified lead.
So, a small analysis of the primary data and all subsequent activities allow you to:
1) Cut off the "garbage" applications at the initial contact;
2) Direct the work of expensive managers to the processing of only qualified leads;
3) Allows you to understand which channel of advertising and collection of applications works best;
4) Collect statistics on conversions to sales from all leads and only from qualified leads;
In conclusion, I would like to say that you definitely need to introduce a scoring of new leads in the company if you have: selling complex services that require working out with expensive highly qualified specialists (you need to give them only high-quality leads to work so as not to waste their time in vain) or You just have a lot of raw leads.
Most often, this concept is associated with the banking sector, with the help of this technology potential borrowers are assessed, and a decision is made to grant a loan. With the development of marketing, this concept has been adopted by marketers.
In web marketing, there is such a thing as Lead scoring- (Lead-scoring). This is a method of splitting potential customers by assigning them a certain points, in accordance with pre-defined criteria that show how ready the customer is to conclude a deal. For clarity, we will describe how scoring occurs in our company.
Every day there are more and more orders for our services and in order for our top managers not to waste their time, we have introduced amoCRM-based scoring system, but you can use any system you like. Applications received by us are processed by the secretary, where points are assigned to customers. Examples of criteria in our database:
')
- availability of contact phone (+1)
- corporate E-mail (+1)
- company and position (+2)
- budget suits (+3)
- non-core task (for example, SMM, mobile application development, etc.) (-5)
- availability of TK (+1)
All this allows us to segment our potential customers into qualified leads and marketing leads .
Qualified leads (having a score of more than 6 points) are customers who are potentially ready for a transaction and are transferred to the sales department for subsequent contact. And marketing leads are customers you need to grow. Often, with the help of various educational newsletters, webinars, seminars and other events that do not depend on us, the client “grows” over time to a qualified lead.
So, a small analysis of the primary data and all subsequent activities allow you to:
1) Cut off the "garbage" applications at the initial contact;
2) Direct the work of expensive managers to the processing of only qualified leads;
3) Allows you to understand which channel of advertising and collection of applications works best;
4) Collect statistics on conversions to sales from all leads and only from qualified leads;
In conclusion, I would like to say that you definitely need to introduce a scoring of new leads in the company if you have: selling complex services that require working out with expensive highly qualified specialists (you need to give them only high-quality leads to work so as not to waste their time in vain) or You just have a lot of raw leads.
Source: https://habr.com/ru/post/329368/
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