Who’s Benefitting from Integration and Mobile?

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Companies that are more strategic in nature, meaning they look at how their actions affect the whole organization and how they can bring it together for a common good, are more likely to be integrating social at the application level. They’re bringing social into CRM, marketing automation, and customer service, said Brent Leary, Partner with CRM Essentials, in an interview at the CRM Evolution 2012 conference in New York City.

What’s more important is those that are integrating social into their applications are 2 to 3 times more likely to see benefit from social tools. That’s because a strategic organization is, by its nature, working more collaboratively, said Brent Leary, referencing a social business study he conducted in partnership with the SMB Group about companies’ integration of service applications and use of mobile technologies.

Leary’s analysis tried to see if there was a dividing line between those companies that were using social and mobile strategically versus those that were far more informal and not integrating the services into their existing systems.

The strategic integrators are 40 percent more likely to predict increased revenues in the upcoming year as opposed to those that are more adhoc in nature. The ones who aren’t even using social from a business perspective are even further behind, said Leary.

Strategic players are also leveraging mobile. Not just from a productivity standpoint but also from a marketing and brand building perspective. They know they have to create content that looks good on a mobile device. If they want to build relationships and sell things they have to include mobility in their strategy, Leary said.

Integration and mobile are both costly endeavors. So I asked Leary if he only had a little money to spend, where would he place his dollars?

“If you really want to build relationships and get the customers eating out of your hand you really have to get into the palm of their hand first. So you have to come up with a mobile strategy, engage them where they are, and build from there,” said Leary.

Your Customers’ Dependence on Mobile Begs a Mobile CRM Strategy

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A mobile CRM strategy is absolutely vital, said Paul Greenberg, Principal of The 56 Group and Chairman of the CRM Evolution 2012 conference where I spoke to him about the importance of developing a mobile CRM strategy.

Think of it this way, a significant percentage of the population, the ones with the most spending power, literally lives on their devices, said Greenberg. They can’t help themselves from looking at it. When Greenberg presents at conferences he makes a joke about our reliance and compulsion towards our phone. He asks how many people are going to make it through his entire presentation without looking down at their phone? While it’s a funny anecdote, it’s more importantly a powerful reality.

People that are critical to your business live a significant portion of their lives on their devices. For example, salespeople who use the company’s CRM application, your customers, and people who decide to make purchases on the spot. When developing your mobile CRM strategy, don’t think about how people can interact with the device, said Greenberg. Instead ask yourself, what is the customer-facing strategy we need to interact with people using these devices?

Greenberg gave an example of L’Oreal cosmetics’ mobile CRM strategy. Wherever a L’Oreal customer may be, they can maintain communications, use their loyalty points, access user reviews of products on the greater web, and purchase products with their credit card all through the mobile application. In essence, they can participate in the L’Oreal relationship and purchase experience via a reliable tool that’s with them wherever they go.

While you might not have a mobile CRM strategy right now, that doesn’t mean you can ignore it. In fact, Greenberg advises everyone start working on their mobile CRM strategy immediately after watching the above video.

Customer Spotlight: Payment Tracking Not A Chore Anymore- Cookie Department

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Order a cookie and a coffee. Bring them together and you get “Awaken Baked” – caffeinated espresso cookie, the creation of Akiva Resnikoff.

Akiva bakes functional cookies. And that means that every cookie of his creation has a purpose. The owner of Cookie Department, Akiva, was fascinated by the concept of adding a functional attribute to the cookie that will make it something…more than just a cookie.

He started his business venture in 2009 and did everything right from baking to packing to getting more orders and to delivering. Word of mouth spread around the city and now he’s known as the Cookie Guy of Berkeley. With fame came more opportunities and so did more business.

With scarce time on hand, he decided to invest in an invoicing software to manage his customers and payments. His search ended with Zoho Invoice. Having used Zoho Invoice for some time now, he says the language is simple and user-friendly. More importantly, tracking of payments is no longer a chore.

What does he like about Zoho Invoice?

Zoho Invoice is a lot easier to explore and move around compared to other applications. I use it to track customer sales and inventory. I also have their app on my phone and use it frequently for invoicing.

Read more about Akiva’s story, a young entrepreneur who got an overwhelming response from the crowdfunding site, Kickstarter.

New in Zoho Reports – Combo and Smooth Line Charts

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There are situations when you would want to plot two different metrics over time. Say how your sales have trended against your website traffic or, leads got. Until now, the options in Zoho Reports was to have a multi-bar or multi-line chart. Now, you get the best of both worlds with the Combo Chart (also known as Combination Chart or Bar-Line Overlay Chart). One of the metrics can be plotted as bar and the other can be plotted as line, as in the example below.

The other new chart type that’s been added is the Smooth Line Chart (also known as Spline Chart). This chart comes in handy when you want the data plotted to look continuous or when there is some data interpolation involved. Instead of the data points being connected by straight lines, a smoothened curve results.

What scenarios will you be using the above two chart types? Do leave your comments.

The One Application That’s Open All Day

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Brian Colon is a Zoho addict, or Zoholic as we like to say.

Colon is a Business Development Specialist for Seedco, a non-profit organization that does community development in NYC and across the U.S. We got a chance to speak with him at the Small Business Expo in New York.

Responsible for workforce development at Seedco, Colon wasn’t always a happy Zoho customer. He used to be stuck in the muck of Excel spreadsheets and Access databases to manage his contacts. When searching for CRM solutions he bumped into Zoho and has quickly become an avid fan.

Zoho is the only tab that’s always open on his desktop, said Colon. He’s constantly accessing it to enter information and to pull reports for supervisors and anyone else who needs stats.

For those who have yet to discover Zoho, Colon’s advice is to simply follow the process. The entire website is very simple to use. While computer savvy, Colon is admittedly not a tech geek. He claims you can master the entire system in just a single day. That’s what he did. And look at him now. He’s a Zoholic.

How a Film Festival Plans to Run Its Entire Operations on Zoho

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Ever try to run a film festival? Me neither. But if you had to do it, would you try pulling it off without a CRM application? Probably not.

Well that’s what happened last year for the first ever Napa Valley Film Festival. The entire event was produced without CRM. The coordination was a process of looking up spreadsheets, Google Docs, and sharing documents via DropBox. It caused a lot of confusion and overworking that they want to avoid this year with a move of all operation management onto Zoho, said Carrie Markham and Ben Mahoney, the Administrative Director and Director of Operations, respectively, for the festival.

Customizing CRM for a festival

The Napa Valley Film Festival’s coordination effort is massive. Markham and Mahoney are looking to use Zoho Creator to build an application that integrates all the various elements and departments of the festival such as development, marketing, venues, wineries, operations, sponsors, volunteers, filmmakers, and film programming. Everyone needs to be coordinated and in sync.

I met Markham and Mahoney at the Zoho user conference, Zoholics in Burlingame, California. They were there to make sure that Zoho Creator could help them build applications and forms that would integrate into or from the CRM without duplicating any effort. Plus they wanted a solution that would allow them to customize every aspect for their unique needs, and eliminate the need for any data reentry.

The festival happens the second week of November every year. This year it’s November 7-11th.

At Zoho Creator, it is raining integrations

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Many of our business apps become centers of gravity, with other apps revolving around them. And more importantly, complementing one another. It all happens with the integrations. This post sums up all DELUGE tasks that bring Zoho Creator closer to other services.

Zoho CRM:

Zoho CRM is the most popular of our services that we have integrated, and hence has the most tasks for itself. There are 7 tasks for adding, updating and fetching records from Zoho CRM.



If you have installed Zoho Creator from the GApps Marketplace, there are two tasks solely for communicating between Zoho Creator and your Google account.

* Fetching List of Google Apps Users

* Creating an event, or multiple events on Google Calendar

Zoho Invoice:

Using DELUGE Tasks for Zoho Invoice, you can perform operations like creating new invoices, adding customers, adding expenses and fetching information of existing invoices, all from within Zoho Creator.

Zoho Calendar:

With this task, you can add an event automatically to any existing calendar on your Zoho account.

Zoho Reports:

On any table on Zoho Reports, you can add a record, specify criteria to delete records, and also update existing records.

All these tasks can be executed at any instance; when a form loads, upon successful submission of data into the form, or during validation. Values for the parameters can be hardcoded in the script, or values entered into the form can be used. Try them. And stay tuned for some third-party integrations too, that are on their way.