Tracking in CRM

I’m old enough to remember when every office had a Rolodex, a mimeograph machine, and a typewriter (probably a manual one at that), so I’m very grateful to now be able to use CRM in my daily work at Rockton Software (www.rocktonsoftware.com). I can access an incredible amount of information and quickly see the history and progression of inquiries and interactions; meanwhile, my printer gathers dust since I rarely require a hard copy of anything. I spend a lot of my workday receiving and sending emails in Outlook, and the judicious use of email tracking in CRM keeps me almost effortlessly organized.

 

You can have emails tracked automatically with the CRM for Outlook client, or you can track emails manually. With the email open, your two options are Track in CRM and Set Regarding. When you Track in CRM, you’re just making a copy in CRM of the original Outlook email. This copy will now be associated with any CRM contacts that the email was sent to or from.

 

It’s a good practice to click on “View in CRM” after you track. This shows you what the email now looks like in CRM. If any of the contact names appear in red, it means that the contact is unresolved; CRM does not recognize that contact and has been unable to associate the email with that unresolved name. This can prompt you to add a new contact when appropriate, but sometimes it’s appropriate to ignore the unresolved contact. In my own work, I sometimes see that a customer has copied someone inside their own organization, but if that person is not someone we are likely to reach out to on our own, I may not add them as a Rockton contact. The neat thing is if you see an unresolved contact, and you do set them up as a new contact in CRM, CRM will automatically go back and find all other unresolved emails in the system from or to that contact, and resolve them all.

 

A tracked email will appear in the history of any resolved CRM contact involved, as well as in the history of the Parent. If you want to tie the email directly to other CRM records like accounts, opportunities, campaigns, or custom entities, just click on Set Regarding, and you’ll get a long list of entity types to choose from. If you choose, for example, ‘Opportunities’ a search box opens up so you can select the one you want.

 

If I’m in a hurry, like trying to get a response out to a customer who’s requested a quote, I might just hit Track in CRM on my emails. Later, when the customer has what they need and I’ve had a chance to set up my Opportunity, I’ll go back and set the regarding to my new opportunity.

 

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Written By Sue Roe, Sales Assistant at Rockton Software.

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