UK Flooring Direct would like their CRM to contain information that helps them determine who a prospect/customer and where in the purchase cycle they are. This data will be used by the Marketing team (but possibly also by the Contact Centre team) to discover interesting customer semgents which can be targeted.
The CRM system should store high level attributes about a person, not log level information. For example, if a person visits 20 pages of the website, the following attributes against a person's CRM record.
Total Pageviews: 20
Total Site Visits: 1
The following attributes are calculated by another system and then passed into the CRM.
| Attribute* | Description |
|---|---|
| Value | The value of the person in monetary terms. |
| Loyalty | How loyal the person is to UK Flooring Direct. |
| Recency | How recently the person engaged with UK FLooring Direct, through any channel (Call Centre or website) |
| Focus | How sure the person is about what they want to purchase. |
| Competency | How competent the person is in being able to get their floor fitted. |
| Stage | The stage of the buying cycle the person is in. |
The rules for generating the scores for each of these attributes are listed in a separate document.
Each of the values can be scored on a simplified scale of Gold, Silver and Bronze. For example:
| Attribute | Score | Meaning |
|---|---|---|
| Value | Gold | High value prospect or customer |
| Silver | Medium value propsect or customer | |
| Bronze | Low value prospect or customer | |
| Focus | Gold | They know what product they want |
| Silver | They know what type of wood they want but need help choosing a range or colour | |
| Bronze | The don't know what type of flooring they need and needs lots of help |
| Attribute | Description |
|---|---|
| Lifetime value | The total amount of revenue this person has generated |
| Customer Type | Can be 'Prospect' or 'Customer' |
| Has Sampled | Set to 'Yes' if the customer has ordered a sample |
| Has Purchased | Set to 'Yes' if the customer has placed an order |
| Last Order Value | The value of the last order this person placed. Leave blank if no order has been placed |
| Num Purchases | The total number of times someone has ordered |
| Num sample orders | The total number of times someone has ordered a sample |
| Num sample items | The total number of individual samples ordered |
| Site visits | The total number of times someone has visited the site |
| Basket size | Total value of items currently in basket |
| Last SQM | The SQM of the last order this person placed |
| Attribute | Description |
|---|---|
| Preferred category | The category this person is most interested in |
| Predicted shade | The shade this person is most interested in |
| Predicted range | The range this person is most interested in |
| Estimated SQM | Estimated SQM this person will order next |
| Next Room Type | The type of room this person will order for next |
| Likely to buy | A gold, silver, bronze rating on how likely this person is to buy in the next week |
| Attribute | Description |
|---|---|
| Emails Sent | The number of times this person has been sent an email |
| Emails Opened | The number of times this person has opened an email |
| Inbound Calls | The number of times this person has called in |
| Outbound Calls | The number of times this person has been called |