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Use case: SumoPPM AI Agent to Prioritise and Qualify Customers and Leads in CRM

Scenario:
A B2B software company implements an AI Agent in its CRM to optimise the lead management process and improve the effectiveness of the sales team. The agent is designed to analyse in real time the entire customer and lead base, including interaction history, messages, and behavioural patterns. With this information, it creates a quality score for each customer and lead, indicating the likelihood of conversion and potential value.

Fondo abstracto ondulado

Key Utilities

1. Analysis and Qualification of Leads and Existing Customers:

The AI Agent reviews the company's CRM on a daily basis, analysing every interaction with active leads and customers: from emails, phone calls, and chats, to website visits and event attendance. It uses this information to calculate a quality score based on criteria such as level of interest, consistency of communication, type of requests, and response to promotional materials.

For example, a customer who has requested demos, visited the pricing page several times and responded to promotional emails will receive a higher score than someone who has only interacted once.

2. Segmentation by Type of Interest and Level of Engagement:

Each lead and customer is categorised according to their type of interest (such as interest in a specific product or an end-to-end solution) and their level of engagement (highly interested, moderately interested, low interest). The AI Agent uses these insights to classify leads and customers, creating a prioritised list for each sales agent, segmented by customer type and interest.

For example, a lead showing interest in an advanced analytics software solution will be labelled 'Interest in Advanced Analytics', while another lead exploring automation services will be labelled 'Interest in Automation'.

3. Prioritisation of Leads with High Conversion Potential:

Based on the analysis, the AI Agent identifies the leads and customers with the highest likelihood of conversion. These are classified into categories such as ‘High Priority,’ ‘Medium Priority,’ and ‘Low Priority.’ This prioritised list ensures that the sales team can focus their efforts on the most valuable contacts, maximising the performance of their interactions.

For example, high priority leads may include those who have requested multiple demos or who have specifically asked about premium product pricing.

4. Generating Insights for Commercial Strategy:

The AI Agent not only sends the list of prioritised leads, but also provides specific insights for each lead or customer: type of interest, level of interaction, and even behavioural patterns (such as positive response to discount emails). These insights provide the sales team with key information on how to approach each customer, suggesting relevant conversation topics or promotions.

For example, if a lead has shown interest in the benefits of scalability, the AI Agent will recommend focusing the pitch on the solution's flexibility and ability to grow.

5. Automated Notifications and Customised Reporting:

Every Monday, the AI Agent automatically sends an email to each salesperson with the prioritised lead list and related insights. The emails are personalised according to each salesperson's customer segment, ensuring that each representative receives information that is specific and relevant to their assigned customers.

In addition, the agent notifies supervisors, highlighting high-priority leads and customers showing signs of churn or disengagement, so they can implement retention strategies.

6. Benefits for the company:

Increased Personalisation: The insights provided allow for more effective communication aligned with the specific interests of each customer.
Data-Driven Decisions: Continuous analytics and automated scoring help prioritise resources and make more informed strategic decisions.
This AI Agent improves lead and customer management, increasing sales effectiveness and strengthening sales strategy by providing accurate and actionable information.

Impact of Implementing an AI Agent to Prioritise and Qualify Customers and Leads in CRM:

  1. Increased Sales Efficiency: Sales reps save between 20% and 30% of their time by receiving a prioritised list of leads with specific insights, allowing them to spend more time interacting with high quality customers.

  2. Increased Conversion Rate: The conversion rate of prioritised leads can increase by 10% to 20% as the sales team focuses their efforts on customers most likely to convert, based on AI Agent recommendations.

  3. Reduced Time to Conversion: The time it takes to convert a qualified lead is reduced by 15% to 25% because sales reps have accurate information about each customer's level of interest and specific needs.

  4. Improved Communication Personalisation: With detailed insights about each customer, it is estimated that up to 80% of emails and calls can be better personalised, increasing the effectiveness of sales interactions by 25%.

  5. Increased Customer Retention: Early detection of customers with potential churn signals can reduce churn rates by 15% by enabling sales to implement retention strategies in a timely manner.

  6. Generate insights for new business opportunities: The AI agent can identify 5% to 10% of leads who are interested in products or services that the company does not yet offer, opening up opportunities for product development and market expansion.

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