Customer scoring: what is it and why is it needed?

Scoring in translation into Russian means "scoring".

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Most often, this concept is associated with the banking sector, with the help of this technology potential borrowers are evaluated, and a decision is made on granting a loan. With the development of marketing, this concept has been adopted by marketers.

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In web marketing, there is such a thing as Lead scoring- (Lead scoring). This is a method of crushing potential customers by assigning certain points to them, in accordance with predetermined criteria that show how much the client is ready to conclude a transaction. For clarity, we will tell you how scoring occurs in our company.

Every day there are more and more orders for our services, so that our top managers do not waste time, we have introduced a scoring system based on amoCRM, you can use any system you like. Applications received by us are processed by the secretary, where customers are assigned points. Examples of criteria in our database:

- contact phone number (+1)
- corporate E-mail (+1)
- company and position (+2)
- the 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 (scoring more than 6 points) - these are potentially ready-to-deal customers that are transferred to the sales department for further contact. And marketing leads are customers who need to be "raised." Often, with the help of various educational newsletters, webinars, seminars and other events held by us that are not dependent on us, the client eventually grows up to a qualified lead.

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So, a small analysis of the primary data and all subsequent activities allow:

1) To cut off “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 sales conversions from all leads and only from qualified leads;

In conclusion, I want to say that you definitely need to introduce scoring of new leads in the company if you have: selling complex services that require the development of expensive highly qualified specialists (you need to give them only high-quality leads in order not to waste their time in vain), or if you just have a lot of raw leads.

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