Build an analytics system and improve the accuracy of lead processing

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Content
Results
In 2018, the real estate agency "BON TON" switched to a new CRM - a boxed version of "Bitrix24". The previous CRM system had a number of shortcomings: it was unstable, had a complex interface, did not allow automatic data updates and integration with other systems and applications.

After switching to a new CRM, the company began looking for a technological solution to work with data, analyze incoming traffic, and improve marketing efficiency. CoMagic acted as a reliable partner, with whose help it was possible to set up even the client's non-standard business processes.


Alexey Donnik, Director of Marketing and telegram brazil amateur Communications Department, BON TON Real Estate Agency

We have been working with CoMagic since 2016, but we used only a small part of the functionality. Mainly call tracking for reporting on advertising agency campaigns. However, we increasingly felt the lack of data on customer acquisition sources, including calls from our advertising campaigns and those that developers transfer to us via the so-called "turntable". All this needed to be analyzed from the first contact with the client to conversion into a deal. An analysis of the situation showed that the business processes built with the previous telephone operator did not meet our requirements: call records were lost, and the only option was the distribution of incoming and outgoing calls. We studied the additional functionality of CoMagic, including the integration capabilities with Bitrix24. It became clear that this is not just a tool for advertising agencies, but a full-fledged aggregator and data analysis service with which we can work quite flexibly ourselves and control the work of contractors in online advertising.

Set up integration with CoMagic
The company set up native integration with the boxed version of Bitrix24, switched to CoMagic telephony, and created a dedicated SIP channel for each operator. As a result, they were able to record the operator who took the call and evenly distribute requests between managers.

Additionally, a number of improvements were implemented, as a result of which:


created the necessary scenarios for automatic number selection, in particular, configured them depending on the residential complex and source;
systematized and completely updated the settings of advertising campaigns;
configured the correct transfer of UTM tags to additional CRM fields:


We separated traffic from each developer and traffic from our own advertising.


This allowed us to optimize advertising campaigns together with contractors: to abandon those that do not bring results, to redistribute the budget to more effective ones, to exclude non-targeted traffic and thereby to increase the conversion from a call to a deal.



As a result, in 2019, with the same costs, we managed to increase the conversion of calls into contracts for advertising traffic by 30.5%.

Fixed redirection logic
During testing of the new format of the call center, it became clear that at one stage the integration algorithm with the CRM did not fully correspond to the logic of the company's business process.


As a result, the operator had to end the conversation, and then, as soon as time appeared, find this lead in the developer's CRM, look at the assigned manager, reopen the client card and specify the required person in charge. While he was busy with another call, the lead was not processed or could be lost altogether.


In a small agency, such improvements can be made for each request without any problems. But the BON TON real estate agency receives at least 490 calls per day. The losses associated with the payment of operators' salaries and lost profits were compounded by reputational risks - negativity from clients who value the speed of interaction.

On average, an operator spent 5 minutes searching for each lead in one CRM and correcting data in another
28% of working time was spent troubleshooting errors for all incoming calls in total
200+ leads per month were hypothetically missed by the call center, if this time is recalculated into final transactions


Once the business process logic was defined, CoMagic developers set new integration algorithms with Bitrix24. In particular, they changed the order of data transfer on leads, deals and fixing the responsible person.


Sergey Lobarev, developer at CoMagic

Now, as part of the integration, when ending a call, the data on the person responsible is indicated automatically only if this field remains unchanged: the person who answered the call is written in it. This is convenient for companies where the same employee answers the call and then works with the card. If the operator manually enters the person responsible during the call — the manager to whom he distributes the request, this information is saved in the CRM when the call ends. The assigned manager receives a notification, and he carries out all further work in the client card.

New algorithm for integration of CoMagic and Bitrix24
Actions for an incoming call ⇒ The operator picks up the phone, creates a client card and specifies the responsible manager
Automatic marking in CRM ⇒ When saving a card, the specified manager is entered in the "Responsible" field. If no changes were made, the person who answered the call is automatically set as responsible
The next step in working with the lead ⇒ The manager receives a notification, he takes the request into work, adds to the client card


Alexey Donnik, Director of Marketing and Communications Department, BON TON Real Estate Agency

It took 30 days from the transition to CoMagic telephony and debugging processes to the implementation of a more fine-tuned integration. After correcting the algorithm, we successfully compensated for the slump in contracts concluded in October. I believe that such an excellent result was possible thanks to our close-knit working group, the caring attitude and partnership approach of the CoMagic team. Our plans for 2020 include setting up end-to-end analytics, and in particular creating automatic triggers based on it - prompts for different groups of employees and automating all processes in general.

Conclusions

Previously, when analyzing traffic, the company relied on contractor reports, while there was virtually no data on its own advertising activities, for example, in the case of SMS mailings to clients with deferred demand.


Setting up call tracking, analytics and integration with Bitrix24 from CoMagic allowed:


ensure high-quality processing of requests, their routing and listening to recordings
analyze statistics in various sections: for individual residential complexes, advertising campaigns, managers
separate categories for traffic from advertising channels and from developers
flexibly manage advertising campaigns based on demand, systematically improving performance