The DataKnowl CRM wants to offer a tool for managing the entire customer lifecycle, from marketing to sales to customer service. In this way, it is possible to have
a global vision of all the company's interactions and optimize the processes of acquiring
new customers and providing a high-quality customer experience.
The goal is to have a CRM that allows your company to make marketing more effective, improve sales performance, and better meet the needs of acquired customers to create a solid and stable relationship with them.
In DataKnowl CRM, any person or organization with whom you interact or may interact
is called an Entity.
An entity defines and maintains business data related to it. It is characterized by
attributes and types, which depend on the life cycle phase.
In DataKnowl CRM, we have the following types of entities:
SUSPECT | LEAD | PROSPECT | PERSON | TARGET | ORGANIZATION
Let's see them in more detail.
SUSPECT
A Suspect represents a person or organization with a potential need to purchase a product or take advantage
of a service offered by your company.It seems to represent the profile of a potential customer, but there is no information
in this sense. It is also unknown if Suspect is interested in your market.A Suspect
has not previously interacted with your company.
LEAD
A Lead represents an unqualified sales opportunity. A Lead can be someone or an organization that has expressed interest in your company's product or service. The Lead represents the first phase of a sales process. A Lead must have already
interacted with your company to be defined in this way. For example, he requested
information on the price of your product via email, or he filled out a form to request
information.
PROSPECT
A Prospect is a person, a potential customer, who has been qualified given the fulfillment of specific
criteria. He represents a potential customer suited to your target market, has the budget
to purchase your product or service, and is empowered to make purchasing decisions.
A Lead represents an unqualified sales opportunity, while a Prospect has been verified
to meet the company criteria to continue in the sales cycle.
The so-called Lead Qualification process verifies whether a Lead has the properties to advance in the sales cycle and be transformed into a Prospect.
In DataKnowl, a Prospect always represents a person, while a Target is an organization. A Target has the same role as the Prospect, except that instead of representing
a person, it represents an organization.
On the other hand, the Lead may have information relating only to the person he represents,
information about the person and his company, or only about the company.
When a Lead is qualified, there are three cases. First, if it only identifies the
person, then it is transformed only into a Prospect. Suppose the Lead identifies both
a person and the related organization. In that case, the Lead is transformed into
Prospect using properties relating to the person and into Target using organization
properties. Finally, if the Lead identifies an organization but not a person, the
qualification process will only produce a Target.
A Prospect can belong to a Target.
PERSON
A Person represents someone who has already purchased a product or used a service offered by your company. A Person is a customer. A Person can belong to an Organization.
TARGET
A Target represents a potential customer, for example, a business or government department, qualified by satisfying specific company criteria. This Target is interested in your target market and has the budget to purchase your
product or service. One or more Prospects can belong to a Target.
ORGANIZATION
An Organization is a customer like a business or a government department. They have already purchased a product or used a service from your company. One Person
or more People can be associated with an Organization.
What types of entities to use?
DataKnowl provides all the entities necessary to better manage interactions with customers and potential
customers. However, it is not always essential to use all of them. A lot depends on the business
needs.
For example, suppose you use DataKnowl's CRM to manage interactions with existing
customers. In that case, you only need to use People for individuals and Organizations
to keep track of businesses or government departments.
If, on the other hand, the sales cycle is more straightforward, we can use Leads to
manage relationships with potential customers while using People and Organizations
for acquired customers.