Overview

CRM.COM offers various options for businesses to communicate with their customers (usually in the form of a message - e.g. email, SMS etc.). The context of a communication can be personalised using customer-specific data (i.e. with the help of communication tags) and in the customer's preferred language. Communications can be created directly by a user, or by other system processes such as Event Based Communications and Communication Plans. Communications can be created in one of the following three ways:

• Manual communications: Communications created by users either through the Communications screen (Follow up), or through Activities, Service Requests, and Leads screens.
• Event based communications: Communications sent by the system automatically when an event occurs (e.g. a service request is closed, a payment is made, a customer successfully registers through the portal).
• Communication Plans: Financial or customer care communications sent to multiple customers simultaneously, either by email or SMS and whose content can be personalised.

This document describes the processes and available interfaces supported in relation to Communications.   

Setting Up Communications 

Before you start using Communications you must perform the necessary setup.

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General Settings

Use General Settings to provide information required to connect to and use email, and SMS servers which will be handling the communications sent from CRM.COM to the customers. 

Email Settings 

• Enable email server: Indicates if CRM.COM email service should be enabled for sending email messages, must be set to 'ON' to be allowed to send email communications. 
• Default From email address: Specify the 'from' email address that will be used when sending emails.
• SMTP Host name: SMTP server hostname.
• SMTP Security: SMTP security used to connect to the SMTP server. Supported values are: None, SSL, TLS. 
• SMTP Port: SMTP server port, depends on SMTP security value: Set to 25 for 'None', and 465 for 'SSL' and 'TLS'. 
• SMTP Username: Username used to connect to SMTP server.
• SMTP Password: Password used to connect to SMTP server.
• Number of tries: Number of retries allowed before sending a message to the defined server for failure to connect. 

You can click on the Test Email Connection link to check if the setup is working successfully. 

SMS Settings

• Enable SMS server: Indicates if CRM.COM SMS service should be enabled for sending SMS messages, must be set to 'ON' to be allowed to send SMS messages.
• SMS protocol: Indicates the protocol used by the SMS Server, the supported values (loaded dynamically based on the configuration file) are CM, TWILIO, SMPP.

Additional configuration details will be required and vary depending on the SMS protocol chosen. Complete the necessary details for SMS communications to operate correctly. 

Allowed Application Servers 

Specify the application servers that can perform integration processes against the third party system. Two options are available - 'All Application Servers (default)' and 'Specific Application Servers'. 

Media Settings 

Specify the methods allowed to be used to communicate with customers by enabling your choice of options. Note that for SMS media using CM Gateway, the maximum number of characters allowed is 160 characters, and 140 for SMPP Gateway. 

The pre-defined media options are:

• Email
• Device
• SMS
• Phone
• Letter
• Face to face

For 'Email', 'Device' and 'SMS' there is the option to enable the URL shortener. When including links in communications the URL shortener can be used to to create a shorter version of the URL thus reducing the character count of the message. 

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Categories

Categories are used to classify communications and relate them to a business function such as inquiries, customer complaints or support issues. The classifications can be used to analyse incoming and outgoing customer calls handled by call center agents. 

The categories can be defined in a hierarchical structure, provide a unique name, a code and a description for the communications category. If the category is a parent category then leave 'parent' blank.  

Communication External Systems

Communications External Systems define the third party systems (such as SMTP) which are allowed to access and process information (intended to be sent to customers) waiting in the communications queue. When a Communication is ready to be sent it is added to the queue, once it has been processed by the relevant external system the communications life-cycle state will be updated to reflect the successful delivery of the Communication, or set an error message if it failed to deliver.

• Name: The name of the Communications External System. 
• Code: The code of the Communications External System, if left blank then the system will provide one automatically. 
• Message character count limit: The maximum number of characters accepted by the media when used to send a message. Note that attempts to add Communications with incompatible media or exceeding the character limits will be rejected by the queue.
• Description: A brief description of the third party system.
• Supported media: Specify which supported media (from a predefined list) can be handled by this specific Communication External System.
• Provisioning provider: The provisioning provider which will process any communications within the queue, which are of media 'Device'. This option is available only if 'Supported Media' includes media 'Device'. 
• Can be used by: The organisational units that can use the specific communications external system.

Tracking Settings 

Emails sent via CRM.COM can be tracked, and the communication information can be updated to reflect if the recipient opens an email communication or clicks on an included link. The email and the included links will be marked as Viewed in the communications 'Tracking Details' section, this applies only for communications that are in the 'Completed' life-cycle state. Marketing campaigns set up in CRM.COM using Communication Plans can also make use of the tracking feature which can be used to monitor campaign success, by reviewing how many customers have viewed the sent emails or clicked on campaign links. This is possible by using a simple dashboard tool which provides the links and emails viewed and clicks made. For more information refer to the Analytics manual. 

Tracking can either be enabled for all communications or only for those sent through Communication Plans. 

• Enable tracking: Set to 'ON' to activate. 
• End point: Used by the system to construct the URL which handles email and link tracking. The value is set automatically using the user's login URL. For example, if the user logged in from https://example.crm.com/crm, the endpoint defaults to example.crm.com, which the user can edit as necessary. If a secure endpoint is used, 'https://' is added by the system and example.crm.com is entered by the user (as the endpoint). If a secure endpoint is not used, the complete URL must be entered, including 'http://'. 
• Custom URL: Can be used by the system to handle tracking, in addition to the endpoint. Tracking is usually handled by CRM.COM by sending and retrieving the necessary information. The use of a custom URL entails further implementation on behalf of a system administrator to handle the tracking. CRM.COM WEB API can be used to manage calls from outside CRM.COM.
  For example: <a href="https://[end_point]/crm/dynamic.do?p0=opt_in_direct&p1=[conact_information_ID]&p2=[organisation_ID]&p3=[Redirection URL]&p4=[token]"><a/>
• Email tracking mode: Select one of the following options.
  • Track all communications  
  • Track communications sent by Communication Plans 
• Link tracking mode: Select one of the following options. 
  • Track all communications  
  • Track communications sent by Communication Plans 

Dynamic Links Settings 

Dynamic links allow customers to update specific CRM.COM information directly from their email. Customers can opt-in and out of mailing lists (complying with the GDPR) and accept service request responses and resolutions. Used in tandem with the event-based communication definition, the system can generate emails with dynamic links whenever a specific event occurs. E.g., request that a response provided to a service request is accepted by clicking on an email link.

With dynamic links a business can customise every aspect of an email, provide a better customer experience, whilst simultaneously saving time. Each link uniquely identifies a Contact within CRM.COM, when the customer clicks on a particular link the system will be updated to reflect their choice. 

• Enable Dynamic Links: Set 'ON' to activate and be able to use in communications. 
• End point: Used by the system to construct the URL that will be used to handle dynamic links.  
• Custom URL: Used by the system (in addition to End point) to handle dynamic links. 
• Supported dynamic links: Choose from a list of pre-defined dynamic links to be supported directly from the email. 
  • Opt-in direct marketing - by clicking on this link the customer chooses to receive marketing material from the business.
  • Opt-out direct marketing - the customer chooses not to receive marketing material from the business.
  • Opt-in affiliate marketing - by clicking on this link the customer chooses to receive marketing material from the business' associates.
  • Opt-out affiliate marketing - the customer chooses not to receive marketing material from the business' associates.
  • Service request response acceptance - a customer can use this link to accept a service request response.  
  • Service request temporary resolution acceptance - the customer can use this link to accept a temporary service request resolution.  
  • Service request final resolution acceptance - the customer can use this link to accept a final resolution to the service request.   
  • Contact consent acceptance - a customer can use this link to accept consent directly from the email, allowing the business to keep and use the customer's personal information in compliance with GDPR or your regional data privacy laws.
  • Contact consent rejection - a customer can use this link to decline consent to keep and use the customer's information directly from the email.
• Link text: The text that will be displayed on the event link. 
• Redirection URL: Used to redirect the customer after clicking on the event link. If no URL is defined, the action will be executed and the user redirected to the default endpoint, where a 'successfully completed' or 'error' message will be displayed.

When used in communications, if a dynamic link tag is typed manually without being enabled then a validation error is displayed when saving the communication.

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Event-based Communication Rules Event-based Communication Rules

Event-based Communication Rules 

Event-based communications are a way to automatically send communications to customers when a specific business event (e.g. signing up to a reward scheme) is performed in the system. The communications created can be sent immediately when the business event occurs, or scheduled to be sent at a later time. Event-based communication rules can be created to define the rules, events and conditions that will send email, SMS or device communications to customers. 

• Rule name: A name that uniquely defines each rule. 

• Entity: Select the entity to which this communication rule is related to, select from:  

  • Account
  • Activities 
  • Award expiration transactions 
  • Bills
  • Contact 
  • Invoices 
  • Leads
  • Payments 
  • Refunds 
  • Reward award transactions 
  • Reward spend transactions 
  • Service requests 
  • Subscriptions 
  • Vouchers 
  • Wallets 
• Copy communication information from existing rule: Select and copy an existing rule to save time (if a similar one exists).
• Notify the parent account: Specify whether the parent account should be additionally notified or not. Applicable only if the account is a member of a group. This option is available only for certain entities. 
• Communication scheduling: When the communication should be sent:
  • Immediately - as soon as the event takes place.
  • Specific time - at a specific time, select the time to be sent. 
• Apply on events: Multiple events can initiate the sending of communications for each entity. Specify the event(s) on which this event-based communication will be sent. 
• Applicable on conditions: Select the conditions that must be met (at least one condition must be met) for a communication to be sent. The options here vary depending on the selected entity.  

Activate the type of media communication to be used and setup email, SMS or device configuration depending on the required method of communication. Complete the subject and content areas based on the event information to be communicated. 

• Category: (optional) Select the communication category.
• Processed by system: (optional) Select the Communication External System that will be used in order to process the communication. The queues that are displayed are filtered based on the specified media (see Communication External Systems configuration). 
• Communication settings: 
  • Primary: The communication will be sent to the primary media option set by the customer (e.g. email, sms). 
  • Specific media type: The communication will be sent to the specific media type (if it exists).
• Specify content per language: Specify the language to be communicated in, you can provide different content per language and per media. See Preferred language for further information. 
• Subject: The subject of the communication. Communication tags can be used.  
• Content: The message to be communicated. Communication tags can be used.   

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Using Communications

Once a communication has been created it is placed in a communication queue and either processed immediately through CRM.COM (sent by email or SMS directly to the recipient), or processed by a third-party system such as a web portal or mobile app. The third-party system will retrieve the communication from the queue and update it once the communication has been received by the customer. 

Although Communications may be created using various methods throughout the system, they can however all be viewed through the Communications screen. 

Creating and sending manual communications

Use the search criteria to locate the required communications. Communications can only be viewed, they cannot be amended.

There is an option to send a follow up communication (via Actions) to the customer, where a new communication is created referring to the initial one. 

The following communication life cycle states reflect the state of the communication queue entry: 

• Draft - The communication is unfinished and not ready to be sent yet. 
• Pending - The communication is ready to be sent but has not yet been handled by the third-party system.
• Completed - The communication has been successfully delivered by the third-party system (e.g., mobile app or web portal inbox) or the recipient's inbox or phone.
• Rejected - The delivery was not successful, an error occurred during the transfer of the communication to the customer's device or inbox by the third-party system.

To create a manual communication:

• Navigate to the Manage Communications screen and select New. Communications are by default created as 'outgoing' and in 'draft' state.
• Contact: The person or company for which the communication is being created for. Only existing contacts can be used.
• Category: Select the communication category. 
• Media: Select the form of communication (e.g. email, SMS, etc.), and provide the 'To' (email or phone) where applicable.
• Processed by System: Select the Communication External System that will be used in order to process the communication. Only those supporting the media will be available for selection.
• Subject/Content: Type the subject and/or message content to be communicated. Note that tags cannot be used for the content on this screen. 
• Attachments: If attachments need to be sent then the necessary files must be uploaded using the 'Add file' option.  
• Security Information: The business unit that owns the communication.
• Save the communication, or select Save as draft to update the communication again at a later stage.

Once a communication has been saved it is sent directly to the recipient. Communications handled by external systems are sent to the communication queue for further processing. To update a draft communication, locate the communication and select Edit, complete the required information and either select Save to send the communication or Save as draft to return and update it again later.

Email communications can be written by using the WYSIWYG editor, an easy to use editor that allows you to format your email's content whilst simultaneously seeing how the email will be viewed by the customer.

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Communication Plans

A Communication Plan is a detailed marketing strategy that outlines the target audience through customer segments and the message that an an organisation needs to promote in order to increase their customer's engagement and drive the desired outcome (e.g. inform customers about new reward offers, or their available wallet balance), whilst complying to the customer's data protection options in regards to direct and affiliate marketing. Communications from such plans can be sent immediately, or scheduled to be sent automatically at a future time or on a recurring basis.

Supply criteria to locate a particular communication plan, or select Search to see all available communication plans. 

To create a communication plan: 

• Select New from the Manage Communication Plans screen.
• Name: The unique name of the communication plan.  
• Code: The code for the communication plan, if left blank the system will provide one automatically. 
• Description: A brief description of the communication plan.
• Validity: Optionally define the validity of the communications that will be created through the communication plan. Communications will expire on the specific date and this expiration date will be set on the related communication as well. The date should be after today's date. 
• Copy communication information from existing plan: Select and copy an existing communication plan to save time (if a similar one exists).

Communicate via Media Email / Communicate via Media SMS / Communicate via Media Device

The setup here is the same as for Event-based Communication Rules, refer to Communicate via media for further information. 

Settings: Define whether the contact's data protection options regarding marketing material should be applied or overridden. 

• Apply contact data protection for direct marketing: Enable if the contact's choice to receive direct marketing material will be taken into consideration.   
• Apply contact data protection for affiliate marketing: Enable if the contact's choice to receive affiliate marketing material will be taken into consideration. 

Additional communication plan information 

• Conditions: Define who should receive the communication plan message content.
  • Included in segments: A list of segments which will be used to identify the customers to be contacted with the communication plan information.
  • Excluded segments: A list of segments identifying the customers to be excluded from the communication plan.   
• Scheduled communication plans: View when the next communication plan batch run is scheduled for.  
• Performed communication plans: View communication plan processes that have already been executed with accompanying information.  
• Matched items: View the customers who match the selection criteria (segment results) for the communication plan. These are the customers who will be contacted. 
• Security information 
  • Owned by business unit: The business unit that owns the communication plan. 

Scheduling Communication Plans

From the Communication Plan screen select Actions > Schedule communication plans. Set the scheduling information, options include to run now, on a specified date, after a unit of time, and when to be repeated details. Save when you have finished with your settings, the Communication Plan will run as scheduled. Also ensure that the scheduler is running, for more information on the scheduler refer to the Utilities manual.

The communication results will be visible on the CRM > Communications > Manage Communications screen.  

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Additional Processes and Automations for Communications

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Follow up Follow up

Following up on a communication

Chains of communications are particularly useful especially when they are addressing the same subject, whether this is a customer request about services, reporting of an issue etc.. Chains of communications are possible by following up an existing communication through the respective screen. The action is used to follow-up completed communications and group together those that refer to the same issue.  When a communication is followed-up, the communication number of the initial communication is associated to the follow-up through the 'Referring To' communication field.

To follow up a communication click on (CRM > Communications > Manage Communications > locate and View the communication) Follow Up from the Actions menu and proceed to create the new communication manually.

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Personalising communication content Personalising communication content

Personalising communication content

The power of communications generated in CRM.COM lies in the use of communication tags which can be used in communication message. Tags can be used to generate the subject and content of a communication and ensure its appropriate formatting. Tags are replaced by data kept on the related contact or referred entities, personalising the communication with information specific to the customer.  

Tags must be preceded by the '#' symbol, then start typing one of the available tags - the system will populate the list with relevant tags, the list is filtered as more text is entered. Tags must be preceded and followed by one space in communications.

For example, you can create an email for customers containing their name and balance information by supplying the content using the available tags, such as #contact_information.name, #accounts_receivable_number, #accounts_receivable.outstanding_amount and #accounts_receivable.wallet.balance.

Refer to Communication Tags for a complete list of communication tags. 

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Unrestricted tags Unrestricted tags

Using unrestricted parameters in communications

If in your communications you wish to use terms which are repeated (but not values used in the system) then you should use unrestricted tags. An unrestricted tag is a special type of free text communication tag which is not replaced by values saved in the system. Values for unrestricted tags are specific to each communication but a custom implementation is necessary in order to use unrestricted parameters.

This section will be available only if one or more unrestricted tags are present in the subject or body of a communication content. Click ADD MISSING UNRESTRICTED PARAMETERS to add tags that were not added automatically and provide a value for them. 

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Preferred language Preferred language

Communicating using a customer's preferred language

The same communication plan message content can be written in several languages. Subject to availability, the system will attempt to customise the communication by using the customer's preferred language. If the message content is not available in the preferred language, the communication is sent using the default system language.

Setting a preferred language for the customer

1. Navigate to CRM > Contacts, locate and edit the contact's information.
2. In the general information area, select a language from the Preferred Language drop-down list.
3. Save your changes.

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External systems External systems

Handling communications through external systems (portals, mobile apps)

External systems are third-party web portals or mobile apps which can access and send entries kept in the communications queue (a list of all outgoing communications) directly, without having to go through CRM.COM. Depending on the external system you are setting up, you can define the maximum number of characters accepted by the external system (Message Character Count Limit), however, it should be noted that attempts to add Communications with incompatible media or exceeding the character limits will be rejected by the queue.

Email and SMS communications (generated from manual communications, event based communications or communication plans) are sent to the communication queue and are either processed directly through CRM.COM or by an external system defined in the communication. Third-party systems must integrate with CRM.COM using the available CRM.COM WEB APIs.   

Once the communication is processed, the queue entry is marked as 'Completed' or 'Rejected' (so that it is not processed again). Communications in a 'Pending' or 'Completed' life cycle state that are in the queue and were viewed by their recipients can be set as 'Completed and Removed' by the third-party system through the Web API (so that it is not viewed again).

All communications include an expiration date. Communications that have expired (even if they have not yet been sent) are no longer available in the communication queue and therefore will not be picked up by external systems to be delivered. Communications created from communication plan runs will inherit the expiration date provided in the communication plan. This is especially useful when you are running a campaign with an expiration date and thus will ensure that customer's won't receive the communication if the campaign has already finished.

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