Chapter 1

What is CRM and why is it important

wordpress crm: what is crm

Customer Relationship Management (CRM) can be defined as a system of methods and strategies that businesses use to catalog, manage and analyze customer information. The main focus is on creating loyalty towards the business by improving relationships with the customers and optimizing the company organization and marketing strategies. In this guide we’ll take a deep dive into what CRM fundamentally is, what are the features and benefits it provides and how to build your own WordPress CRM system.

In today’s world, CRM systems come in the form of software solutions ranging from simple contact management applications to highly sophisticated platforms that integrate into every aspect of the business operation. One of the main benefits of CRM systems is that they allow businesses to track and store information about customer interactions with the company via different channels like emails, phone calls, social media etc., as well as personal customer details such as name, address, contact details, etc. This information is then stored in a single database, as having all the customer information in a single place makes it easier for businesses to analyze and manage customer data. CRM systems are popular among businesses because they give them the tools to stay on top of what is happening with their customers, especially when there are many people working in a team.

Why CRM

What problem is CRM trying to solve

The need for a Customer Relationship System usually emerges when a business starts to grow. In the early days of a business, it is easy to keep track of customers because their numbers are small. However, as the business grows, so does the customer base, and soon storing and managing important customer information becomes more challenging. Additionally, servicing a large number of customers requires a team of people who interact with customers via different communication channels. This adds another level of complexity; in the customer’s mind they are interacting with one single company, but in reality they are interacting with a team of people.

These days, customers might interact with your company in many different ways and via different channels, whether via email, phone call, social media or your customer support help desk. Having a good experience, no matter what channel customers use, is an important part of your business image and can help form a better impression of your business. If your team fails at staying on top of every interaction the customer has had with your business, the customer might lose confidence in your business. This is why everyone on your team needs information about every interaction the customer has had with your company, so it can pick up the conversation where it left off. Keeping a record of your customer interactions, including information like who, what and when, can help you have more consistent communication with your customers via different channels and build and maintain good relationships. This is the problem that CRM systems are trying to solve.

CRM Benefits

Who can benefit from a CRM system

For most businesses, the most valuable and important asset is their customers. No matter what kind of business you are running, loyal customers who are going to come back to purchase from your business again and again are essential to your success. Creating and keeping loyal customers should be a priority for any business. The way to create loyal customers is by building a positive relationship with them. This requires that you have a good understanding of your customers’ needs and desires, as well as how they interact with your company. By improving your understanding and communication with your customers, not only will you create loyal customers and increase your business revenue, you can also use your customers’ feedback to improve your products and services and provide a better customer experience.
Any company that seeks to create and maintain a positive relationship with its customers can benefit from a CRM system. The main goal of implementing a CRM is to create a system that your company can use to more efficiently and effectively manage interaction with your customers. Having the entire customer history in a central place saves a lot of time and makes it easy for everyone on your team to get insight into the state of every customer relationship. With all this information about your customers, you can conduct market research to identify trends and patterns. These trends and patterns can help you understand what motivates customers to buy, and help you find the best approach in your marketing activities.

Here are some situations in which you might consider using a CRM system for your business:

  • You need to maintain one central list of all the information about your customers. If you have one place to store and organize all of your customer data, it will be a lot easier for everyone on your team to get insights from your customer data and stay on top of every interaction a customer has had with your business.
  • Your customers are often interacting with multiple people on your team. From your customers’ perspective, they have a relationship with one company, not a collection of different people and departments. Everyone on your team needs context about every customer’s needs, wants and current state so that they can pick up the conversation where it left off.
  • You want to understand your customers better. Understanding why your customers buy from you is one of the most important elements of your business, and having this knowledge can help you improve and better optimize your business.
  • You want to discover and maintain a relationship with your loyal customers. Your loyal customers are vital to your success. Loyal customers are those who come back to purchase from your business again and again. Benefits of keeping loyal customers can include: increased word-of-mouth and referral business, reduced costs in attracting new customers and the building of good relationships with your customers.
  • You want to improve your customer service. Measuring your customer satisfaction levels is important for ensuring that you’re meeting your customers’ needs. Measuring your customer satisfaction can also provide you with ideas and suggestions for ways in which your business and products can improve.
  • You want to organize your customer data and improve your customer management. Managing a large number of customers can be quite challenging. CRM systems provide various tools and features that can make this task a lot easier.

CRM systems used to be simple tools that helped organize and manage customer contact information, but over time they have become more and more sophisticated. These days CRM systems do a lot more than simple contact management; they are a valuable tool for many businesses. Modern CRM systems provide all kinds of functionality, from sales optimization and automatic data collection to marketing optimization tools.

your customers

Why is CRM important

Building positive relationships with your customers requires you to have a very good understanding of their needs and desires. In other words, you have to understand why they are buying your products. What exactly are your customers looking for in your product or service? Are they buying your product to solve a problem or are they making a purchase to fulfil a desire? Getting this right is essential. If you want to create a successful business with satisfied customers, understanding your customers and improving your products and services must be a priority for your business.

Understanding your customers

The database of your customer relationship management system (CRM) holds valuable information about your customers that will help you better understand your customers. There are different types of information that the CRM systems can collect, store and analyze to get you some insights about your customers’ needs and desires. Here are some ways to use CRM systems to get better understanding of your customers’ underlying motivations for purchases:

Collect customer information

The information you collect with your CRM system will depend on the specific needs of your business and the marketing activities that you are planning. For example, if you are selling to individual consumers, you will want to know their age, gender, location, spending habits and income. If you sell to businesses, you will be more interested in information like what sector they are in, how big they are, how much they spend and what other suppliers they use. The data you decide to collect can help you build a complete customer profile. Here are some examples of customer information that you may collect with your CRM :

  • Personal customer details such as name, address, date of birth and location
  • Customer contact information such as email, phone number and preferred contact method
  • Customer purchase information such as when a customer purchased from you, what they bought, the time when they made their purchase and how much they have spent on your products
  • Customer engagement information such as how active they are on your website and how they have responded to your marketing campaigns
  • Customer feedback information such as any feedback about your service, filed complaints or returned product information

In addition to all the information your CRM system collects, you can use marketing research to collect more information and feedback from existing customers in order to identify trends and patterns. These trends and patterns can help you understand what motivates customers to buy, as well as the best approach to take in your marketing activities. They can also be used to build customer awareness of your products and services.

There are several ways in which you can conduct market research to understand your customers, including:

  • Creating customer surveys and feedback forms
  • Conducting focus groups with customers
  • Giving away free samples and asking for customer feedback
  • Monitoring online reviews and forums
  • Researching customer behavior in your industry

 

Profile your customers: Customer profiling or customer analysis is the process of building a description of your customers that includes information about their demographics, such as age, geographic location, gender, and income, and their purchasing patterns. By segmenting your customers based on their characteristics, you can get an idea of how your products and services may best meet their needs. You can use customer profiling to not only better understand your current customer base but also to target and attract new customers. Profiling your customers can help you develop and improve your product, as well as give you insights into how best to position and sell your product on the market.

Analyze customer interactions with your business: Customer interactions are any aspect of your business that customers may encounter or come into contact with. They may be as simple as a phone call, an email or an interaction via social media. Monitoring customer interactions with your business is important, as this can help shape your customers’ impression of and experience with your business.
When looking at customer interactions, consider tracking your customers’ experience with your business from start to finish. For your WordPress website, this could include analyzing how customers found your website, which websites they came from, how often they visit your website and how long they stayed on your website. Improving the customers’ interactions with your business can help improve your customers’ experience and perception of your brand.

 

Communicate with your customers

Getting communication with your customers right involves understanding how you interact with customers at every contact point. To have good communication, you must understand your customers and respond well to their needs. Regular interaction with your customers will help you build trust and loyalty. By keeping in touch with your customers, you increase the likelihood that they will remember your business or recommend you to a friend the next time they need a product or service that you offer. Depending on the type of business you run, the way you communicate with your customers will differ, so it’s important that you pick a communication channel and strategy that work well with your business model and brand. Here are some things to keep in mind when you are communicating with your customers:

  • Build a relationship: Take the time to be professional and personal with your customers. Get to know them and take note of what they’re telling you. That way, the next time you speak to them you can ask about their kid’s birthday party or how their dog Rufus is doing.
  • Listen to what they have to say: To develop a productive dialogue with your customer, ask open-ended questions and listen to the answers. Pay attention to the words and phrases your customer uses. Stay involved in the conversation and make sure to ask clarifying questions if you’re not sure you understand something. It is also a good practice at the end of the conversation to rephrase what they have told you and repeat it back to them to clarify and ensure that you understand what your customer is saying.
  • Use clear and simple language: Clear language should feature in all your client communications. Explain complex or technical matters about your product or service in a way your customers will understand.
  • Ask for feedback: Positive feedback is always great, but you should never ignore negative feedback, as it has the potential to provide valuable insights into where or how your business processes or customer service can be improved. It also presents an opportunity for you to address a customer complaint or concern and turn the experience into a positive one. Taking the time to analyze and action your customers’ suggestions may lead your business to develop a unique product or service that differs from those of your competitors.

Offer better customer services

There are a number of studies showing that customers value good customer service. A study conducted by American Express reports that three out of five customers were willing to abandon a former favorite brand in order to experience better customer service. How good your customer services are is crucial to your business success. For many customers, good customer service is the main factor that makes one business stand out from another; it is often more important than the product or the price.
Good customer service is about treating your customers with respect, considering their needs and wants, knowing your product and giving them a positive experience with your business. You must ensure that your whole team is focused on anticipating your customers’ needs and meeting and exceeding their expectations. Good customer service helps turn customers into ambassadors for your business – they will buy your products and services regularly and provide positive word of mouth.

 

Find and keep your loyal customers

No matter what kind of business you are running, your customers are vital to your success. Loyal customers are those who come again and again to purchase from your business. Not only can they help you increase your profits, they also often promote your business through word-of-mouth recommendations, which can be an effective marketing tool.
For most types of businesses, especially online eCommerce businesses, it’s a lot cheaper to get past customers to purchase again than it is to find new customers. By building a loyal customer base, you can reduce the costs of looking for new customers and create a better business. The high cost of bringing in new customers compared to retaining existing ones is unquestionable, so generating and keeping loyal customers is a priority for any business. Benefits of finding and keeping loyal customers can include:

  • increased sales
  • increased word of mouth and referral business
  • reduced costs in attracting new customers
  • building good relationships with your customers
  • getting quality customer feedback

Apart from having a good product and providing great customer service, giving your customers an incentive for returning to your business can be an effective way of encouraging your customers to stay loyal. Making them feel special is by far the best way to make them even more loyal and advocate for you even more. This kind of system can encourage repeat purchases, help you keep loyal customers and generate word of mouth for your business.

Develop a marketing strategy

A successful marketing strategy depends on understanding your customers. This is why a CRM system can be a powerful item in your marketing toolbox. Trying to satisfy a wide range of needs is rarely effective. Segmenting your customers into different groups of similar people will enable you to market your products or services specifically to those who are more likely to convert. By recording your customers’ feedback about their likes and dislikes, their spending patterns and even their locations, ages, etc., CRM systems enable you to build a detailed picture of their tastes, needs, and buying habits. This enables you to segment your customer base into groups of buyers with different tastes or budgets. For example, you can identify your most profitable customers or promising prospects, then target them with marketing messages and offers devised just for them. If the message – and its timing – is right, you could improve your sales conversion rates considerably.

chapter 2

CRM Features

CRM software comes in all shapes and sizes. It is designed with the goal of helping you gain a better understand of your customers and using that knowledge to improve your business. Although one goal exists, there are many different approaches that CRM software creators take to achieve this goal. Nevertheless, some of the features are important and can be found across different CRM software. In this chapter we are going to review some of the most common features that CRM software provides and how they can improve your business.

1. Contact management

1. Contact management

Contact management is one of the main features of CRM software; its functionality revolves around making sure the business contact management process is effective and efficient. It enables a company to easily collect, store and find customer contact information like a person's name, phone number, address, etc. The contact creation can be either handled automatically by data importing, third-party integration, website forms, etc. or manually added to the database by the company’s employees. Apart from storing contact information, CRM software also provides advanced contact management tools that can do all kinds of things to improve and make the contact management more efficient. Many CRM software provides fully integrated collection and tracking of customer information and communication activities and links this information to the contact itself.

2. Customer Profiles

2. Customer Profiles

Customer profiles are where you can see all the information about a particular customer in a single place. CRM software can hold all kinds of information about customers, like their contact details, geographical location, age, purchase history, etc. This information is usually collected from different sources and channels, then stored in the CRM software database. The job of Customer profiles is to link all the information the CRM software has about a particular customer, including the customer's personal/contact details, and to organize all this data into a single page. The main result is a profile page that provides for each customer a detailed overview that is easily available to the company’s employees. This also provides a way to get a bird's-eye view of your customer data.

3. Accounts/Team Management

3. Accounts/Team Management

Account/Role management is the ability to assign different types of accounts with different types of capabilities. CRM software is typically used by different people from a company’s various departments. These people do different things with the CRM software and they use different features to achieve their goals. Also, there might be some features that should be available only to certain types of accounts. For example, the option to export all your customers’ data should be available only to your top-level users, like administrators. This is why some kind of account/role management is necessary, so that your company can both allow and limit the features available to different types of accounts.

5. Activity Tracking

5. Activity Tracking

An activity is any kind of interaction or event that a customer is having with your company. This can be as simple as visiting your website, sending an email, contacting your support desk or making a purchase. These activities are typically tracked by CRM software, stored in its database and made available within your CRM interface. All the activities a customer has performed are usually listed in the customer's profile page in a timeline-like feed in the order in which they occurred. What kind of activity is tracked depends on the type of CRM software and the third-party integration it provides.

4. Lead scoring and management

4. Lead scoring and management

Lead scoring and management is one of the most popular CRM features; it allows you to categorize your customers depending on their potential to purchase. A lead is anyone who has provided contact details to your company. CRM systems collect contact information from a variety of sources, including web registration pages and marketing campaigns, email marketing, social media, etc. Not all these contacts are equally willing to do business with you. Some contacts seem more likely to want to do business with your team in the future. This is where leads scoring is useful. Leads are those special people to whom you’ll want to pay particular attention. Leads scoring and management is a systematic approach to qualifying contacts based on their potential to purchase so as to determine the priority of contact. The output of lead management processes is a qualified, scored and prioritized contact list that gives your employees a clear picture about potential opportunities

6. Customer Groups

6. Customer Groups

Customer grouping is the ability to organize your customers into different groups based on different criteria. CRM software usually displays a long list of customers; this can sometimes be overwhelming. Having the ability to organize your customers into separate groups can add a little more traction and improve the organization and management of your customer base. Depending on the CRM software, adding a customer to a customer group can be automatic. For example, all the customers who have bought more than five products could be automatically added to a group called "loyal customers". Customer group management can be also manual, performed by an employee. In addition, customer groups improve the organization and management of your customers, and they can also be useful in many situations. For example, you can assign a customer group to a different department from your company, or you can send a targeted email campaign to only the customer groups that are the most relevant.

7. Data Segmentation

7. Data Segmentation

Data segmentation is the process of separating and arranging your customers into smaller groups (or segments) based on particular attributes. All the data that a CRM software collects won't be of much use if you are not able to analyze the data and get valuable insights from it. Segmentation tools typically can group customers based on different attributes, such as geographical location, sales volume, products or services purchased, engagement, marketing campaign of which they have been part, etc. There are many benefits to segmenting your customer data, but the main use is in your sales and marketing activities. As you analyze your own customer base, it soon becomes clear that there are distinct groups with specific requirements. This is usually a sign that you should divide that customer base into different groups and target each group accordingly. Having a different approach to each customer based on the information you have about them means that you have a greater chance of providing them with the appropriate offer in a way that is in line with their wants or needs.

8. Customer notes

8. Customer notes

Customer notes are the digital version of paper sticky notes. They are usually in a form of short text messages that the users of CRM software can add to the customer. Apart from the actual message, CRM software usually automatically adds a date created and an author stamp to the note. The customer notes are mainly used for writing internal information about customer preferences, logging phone calls or documenting conversations with the customer. Once the note is added, it can be easily available to the rest of the team members to access or share it with each other. Customer notes are a great way for CRM users to share internal information; usually, this is one of the most used features of CRM software.

9. Importing data

9. Importing data

Apart from collecting customer information, CRM software usually provides an option to import customer data from different sources. Importing data into CRM software is the process of adding into the CRM system existing customer information that a company might have. When a company starts implementing a CRM system into its workflow, it usually has already started collecting some kind of information about its customers. This could be done with another type of CRM software or with a simpler tool like Excel. Whatever the case, the company should be able to import this data into the CRM software so that it can have all the data in a single place. The importing of the external customer data can be made either by the built-in CRM software tools or by using some third-party tools that provide this kind of functionality.

10. Exporting the customer data

10. Exporting the customer data

CRM software should also provide the functionality for a company to export its customers’ data. The exported data can be in a readable format that is easy to be imported into a different system. CRM software either comes with built-in tools to export the customer data or can use third-party tools to do this. There are many scenarios in which a company might need to export its customers’ data from the CRM database. The most common reason to export customer data is to later import this data into marketing systems so that the CRM data can be used to optimize them. In other situations, the company might have grown significantly and want to upgrade to a different CRM system, so it needs to move all its customer data into the new system. The exported customer data can also be used for purposes of keeping a data backup.

11. Email integration

11. Email integration

Most communication in today's business world takes place over email. Whether it is customer support, pre-sale questions, new product notifications or marketing campaigns, email is the go-to tool for many businesses. That is why it makes sense for CRM software to provide integration with email. CRM software can pull out the conversations, the contacts and the interactions that take place in email and connect them to the contacts in your CRM database. Having the emails integrated with your CRM software is also an important tool for the marketing department of a company. By having all the tools that a CRM provides, they can segment their leads into specific groups and then run targeted email campaigns directly from the CRM software itself.

12. 3rd Party integration

12. 3rd Party integration

Companies usually use various applications and tools to run the business. These tools are integrated into different areas of the business and provide all sorts of essential functionality. This can include tools for customer service (like help desks and chats), social media tools, finance software or business productivity applications. CRM software should be able to connect and integrate with other software and products and automatically funnel all the relevant data into the appropriate channel. Some CRMs will have native third-party integration for some of the most popular software, while others may offer an API to communicate and integrate with different software. The communication between the CRM software and the third-party software should be in both directions. The CRM software should be able to pull useful data from the third-party software, and the third-party software should be able to get the required data from the CRM database.

13. Sales Analytics

13. Sales Analytics

Because the end goal of a business is to do business, improving sales is what makes CRM software worthwhile. This is why it makes a lot of sense for CRM software to track and integrate sales performance information into its database. With the customer data connected to the sales data, it is a lot easier to find your most valuable customers, track your conversion rate or see what products or services different customers have purchased. Having the sales data in your CRM also creates a lot of value for the marketing department because it allows them to better track marketing performance. This data can also be used to create new – and optimize existing – marketing campaigns.

14. Geolocation

14. Geolocation

Geolocation is a CRM feature that detects customers' geographical location. The location data is collected using different methods and tools, like mobile app usage, IP location from site browsing or location data attached to social media activity (check-ins, location-based posts, tweets, etc.). The location data is then stored in the CRM database and is usually used to show the customer's location on a map. Visualizing and mapping your customer locations can be done for many purposes. For example, knowing your customer locations can help you better contextualize your website content or customize your products and services based on a location-specific behavior. The customer geolocation can also be used in some internal business activities, like analyzing how different geographical areas are performing.

15. Loyalty management

15. Loyalty management

Loyalty management is the process of finding and keeping loyal/returning customers. Many statistics show that returning and long-time customers are of more value to your business than first-time customers. This is due to both increased sales percentages and reduced costs of acquisition. That’s why businesses are striving to encourage customer loyalty and repeat business. Loyalty management typically uses a variety of incentives and rewards to attract, acquire and retain customers. CRM software usually comes with tools to analyze your contacts and customers so that you can learn whether they are first-time buyers, returning customers or individuals who still haven't made any purchases. After this, the separate groups of customers are targeted with different loyalty programs and loyalty rewards to incentivize them to stay loyal to your business.

16. Custom Fields

16. Custom Fields

Custom fields give you the ability to add your own custom data into the CRM system. Every business operates in its own unique way, as there are different types of client data that businesses value. The ability to add your own custom fields into the CRM system allows you to customize your customer contact information and keep track of any unique information that is relevant to your organization. For example, you could add a custom field called "Referred by" to track who referred a customer to you. Or if you are running a software business, it might be important to know what type of operating system a customer is using. With the custom fields feature, you can add a custom field that can be used to store the OS information, so that anyone in your organization can have access to it.

Chapter 3:

How to use WordPress as CRM with Users Insights

Why use WordPress as a CRM

There are many different dedicated CRM products out there, and you might be wondering why anyone should use WordPress as a CRM solution. Well, the answer to that question really depends on what kind of business you are running. If you’re looking for a dedicated CRM solution and your business has nothing to do with WordPress, you should probably look for one of the other solutions out there. In this case, it is probably better to use existing services like Salesforce, Zoho, Highrise, etc. Many of these products provide integration with WordPress. However, if you already run a business in which WordPress is an important part of what you do, a WordPress CRM solution can make a lot of sense. Using a WordPress solution for CRM allows you to have a system that is tightly integrated into your WordPress business. Here are some cases and reasons why you might consider using WordPress as a CRM solution:

 

1.You are already using WordPress for your business

  • You already have the data. If you are using WordPress as part of your business, you probably already have a lot of data about your customers. Being able to use this data out of the box and not having to start from scratch can be a huge advantage. Moreover, you won’t have to worry about how to export this data into an appropriate format and how to integrate it into another CRM software.
  • Automatic Integration. The WordPress CRM plugin can integrate automatically into your website. All the customer data that you might have captured via different elements (such as forms and surveys) of your website can be automatically integrated into your CRM. Because your customers constantly interact with your website, all this interaction can be captured and/or automatically updated based on their input. This not only makes the process a lot more automated, it also allows you to collect and store a lot more data about your customers.
  • All in one place. Having a CRM system that works directly with your WordPress website has the benefit of ensuring that all your data is in one centralized place. This means that you won’t have to leave your dashboard to work with your customer data.
  • Extendable with plugins. One of the strongest sides of WordPress is the number of plugins that the open source community has built and is building every day. There is a plugin for everything, and having the ability to add functionality or integration to your CRM is a huge advantage over a SASS-based type of CRM software.
  • No learning curve. Using WordPress as a CRM system eliminates a lot of the complexity that large CRM solutions introduce. If you and your staff are already familiar with WordPress, there is no need for additional training so that everyone can use the new CRM software. Everyone should be relatively familiar with the environment and be able to start working with the new system almost immediately.

 

2. The Cost (no monthly fees, no user limits)

  • CRM systems can be expensive. One of the biggest reasons you might choose a WordPress CRM solution is the price. CRM systems are popular by not being very cheap. Getting a CRM solution, even for a small business, can cost more than $100 per month.
  • Having more customers or people on the team is costly. Unlike WordPress, where you can add as many users as you want at no additional cost, SASS CRM software very often charges per user account, which means that adding people to your team will cost you more per month.

 

3. Open Source

WordPress is an open source platform and all the software that is built on top of WordPress is open source as well. Using an open-source solution can have a lot of benefits that other types of software do not provide. One of the best things about open source is that the code of the software is openly readable and available to anyone to use, copy and modify. This makes it a lot easier for programmers to understand, modify and build on top of CRM software. This is one of the reasons why it is so much easier to find developers for open-source software. WordPress is an open-source product which is famous for its large community of people who are actively working on improving the product and making it better for everyone. With an open-source CRM solution, you will have no trouble finding developers who can work with your code and add to your WordPress CRM plugin any functionality that you might need.

 

4. Owning your data

Collecting and managing your customer data can be a long and hard process. Having full access and control of your customer data is strongly encouraged because one day it can help you answer an important question about your business. Using a WordPress solution gives you the option of storing your customer data on your own server. This gives you full control over how your customer data is stored and also gives you a lot of flexibility in terms of what you can do with it. Additionally, thanks to the number of WordPress plugins, you will have the ability to export your data in different formats and use it in other systems.

 

5. The expandability with plugins

One of the main strengths of WordPress is the great number and variety of plugins that are available. Although WordPress offers many features and tools, there is still a lot of additional functionality that can be added via plugins. Plugins make incredible things possible with WordPress and can take your CRM system to the next level. This is something that is quite unique for the CRM industry, as usually the only one that can add additional functionality to CRM software is the company that created it. Not only this, but because WordPress is popular, a large number of free plugins is available; you might even be able to add additional functionality to your CRM system at no cost.

 

How to use WordPress as a CRM with Users Insights

The Users Insights plugin comes with a handful of features that can be used as a simple WordPress CRM tool. As we have seen in the previous chapters, there are several main processes that are involved in effective CRM. First we need a way to collect and store the customer data (Lead Capturing). Second, we need tools to effectively search and filter the customer data so that we can get valuable insights from it. Third, we need a way to organize and manage our customer data. Let’s take a look at how we can use the Users Insights plugin as our WordPress CRM solution.

 

1.Collecting the User Data

There are different ways in which your WordPress website can collect information about your users. There is the information that the users provide themselves, either while creating their user accounts or via different forms and surveys that you might run on your WordPress website. There is also a lot of information generated from the users on your WordPress website. This information can be generated either by WordPress itself, or by third-party plugins. This data can be shop activity from eCommerce plugins, community activity from your membership plugins or default WordPress information like the number of created posts and comments. Additionally, there is also some technical data about your users that WordPress might detect, such as the user IP address, browser, platform used, etc. Using a WordPress solution for your customer relationship management allows you to have direct access to all this user data out of the box.

The data that is already there

Because Users Insights is a WordPress plugin, it can easily connect to your WordPress setup and extract all kinds of useful customer data that is already in your WordPress installation. The WordPress CRM plugin can do this without the need for you to add any custom code to your website or to go through a complex configuration process.

Here is a list of all the user information that the Users Insights plugin detects and automatically makes available on the Users Insights table and the custom User Profile section:

 

  • Username – The WordPress username that was set when the user created the account.
  • Name – The name that is set in the default WordPress user profile, which can also be updated.
  • E-mail – The email associated with the WordPress account. This can be set and updated via the default WordPress user profile as well.
  • Date registered – The date when the account was created.
  • Role – The WordPress role that has been assigned to the user.
  • Website – The default website field that WordPress provides.
  • Number of posts created – Users Insights makes a database query to find and display the total number of posts that each user has created. This number also includes the WordPress custom post types created.
  • Number of comments created – The number of comments the user has posted on your website.

 

 

The data that the Users Insights plugin collects

Once installed, the Users insights plugin will start collecting additional data about the users who are visiting your website (while logged in). Here is some of the data that the Users Insights plugin is collecting by default:

 

  • Last seen date – the last time the user logged in to your website.
  • Sessions – how many times the user has visited your website.
  • User Groups – the groups to which the user belongs.
  • Number of notes – the number of notes the administrators have added for the user.
  • All the registered custom user fields – these are the custom fields that have been created with the custom user fields feature of the plugin.

 

The data from the Users Insights modules

 

Device Detection Module Fields – The Device Detection module of the Users Insights WordPress plugin detects and stores information about the types of devices and platforms your users use to visit your website. The device detection module of Users Insights detects and stores the following information about the users when they log in to your website:

  • Browser – what browser the user is using.
  • Browser Version – the version of the browser used.
  • Platform – what operating system the user is using.

Geolocation Module Fields – The geolocation module of Users Insights automatically detects and stores geographical location data for the user. The following geolocation modules are available on the user table:

 

  • Country
  • Region
  • City

 

The data that Users Insights extract from Third Party plugins

 

The Users Insights plugin comes with out-of-the-box support for some of the most popular WordPress plugins. The third-party plugin support is added by the following Users Insights modules:

users insights module page

 

WooCommerce – WooCommerce is one of the most popular and most customisable eCommerce platform in the world. The WooCommerce module of Users Insights is specifically designed for WooCommerce to integrate all the important data from your store like:

  • Number of orders
  • First order
  • Last order date
  • Lifetime Value
  • Number of reviews
  • Number of products in wishlist

Additionally there are two separated modules for the WooCommerce Subscriptions with the following data:

  • Number of subscriptions
  • Subscription statuses
  • Next payment date

and WooCommerce Memberships extension:

  • Number of memberships
  • Member since
  • Membership statuses

 

Easy Digital Downloads (EDD) – This is a popular WordPress plugin that makes it easy for people to sell digital products through their WordPress site. This module is specially designed to integrate the Easy Digital Downloads user data with Users Insights. The following EDD fields are automatically added to the user data:

Also available in the filters:

  • Filtering by products ordered – gives you the option to see a list of all customers who have ordered a particular product.
  • Filtering by order status – gives you the option to filter your customers by their order status.

bbPress – This is one of the most popular forum management plugins for WordPress. You can use bbPress to create your own forums system, where your WordPress users can have open discussions on any topic. The bbPress module of Users Insights will automatically add the following data to the user profile:

  • Number of forums created
  • Number of topics created
  • Number of replies posted

BuddyPress – BuddyPress is a plugin that adds social network capabilities to your WordPress website. The BuddyPress module of Users Insights detects various user activity information that your members create when using your social network. Here are the available BuddyPress module fields:

  • Number of groups created
  • Number of groups belonged to
  • Number of friends
  • Number of activity updates
  • All the registered user profile (Xprofile) fields

Ultimate Member – Ultimate Member is a community and user profile plugin that makes it very easy for everyone to create beautiful user profiles; it is a great tool to create online communities with WordPress. This plugin gives you the option to create various custom user fields that the community members can populate. The Ultimate Member module of Users Insights detects all of the custom fields created by the plugin as well as the community role that the member has and makes them available in the user table and filters. The available module fields are the following:

 

  • Community role
  • All the registered form fields

 

Gravity Forms – Gravity Forms is one of the most popular form-building plugin for WordPress. It can be used for almost any kind of information submission from your website users and visitors, such as contact forms, surveys, polling, etc. The Users Insights plugin automatically detects gravity forms user data and makes it available in the user table and the smart filters. The available module fields are the following:

 

  • All the custom user fields registered with the Gravity Forms User Registration Add-on

Also available in the filters:

  • Filtering by forms submitted
  • Filtering by forms that haven’t been submitted

 

LearnDash – LearnDash is one of the most popular learning management systems (LMS) for WordPress. It can transform your site into an interactive learning platform. This module ads the following fields:

  • Number of courses completed
  • Number of courses in progress
  • Number of lessons completed
  • Number of topics completed
  • Number of quiz attempts
  • Number of quiz passes
  • Last LearnDash activity date

 

Your Custom Data

 

Custom fields and forms – There is a big chance that you have some kind of WordPress-based form on your WordPress site where people can sign up for your mailing list or where they can create a free account. This is the perfect place to capture leads and add them automatically to your CRM system. By using Users Insights as a WordPress CRM solution, you will have the data directly in your CRM.

Data generated by you or your staff – You as an admin, as well as your staff, also have the ability to add data about your users. Depending on your setup, this can be user notes, user groups or some other type of custom field.

 

2.User Groups and Leads

 

One of the most popular and useful features of a CRM system is the ability to categorize and organize your customers according to different criteria. The goal is to get an organized and categorized list of your customers and leads.

How to organise users/customers with User Groups

The custom user group feature allows you to create your own user groups and organize your customers in different groups based on particular criteria. This approach to organizing contacts (potential customers) and customers is called lead scoring. Lead scoring and management is a systematic approach to qualify contacts based on their potential to purchase in order to determinate the priority of contact. The output of lead management processes is a qualified, scored and prioritized contact list that gives your employees a clear picture of potential opportunities.

You can create custom user groups via the User Groups menu under the Users Insights plugin. When you create the user groups, you can also select a group color for better visual recognition. Once the user group is created, you can assign a user to it by clicking on the edit button in the user’s profile section. One customer can belong to multiple groups at the same time. Each user group you create will be automatically added to the Users Insights filter so that you can easily filter your customers by the group to which they belong. The custom user groups can be used as a tool for lead scoring. What this means is that you can create different lead groups and assign your customers accordingly.

Here is a short video that shows how to use the Users Insights custom user groups as a lead scoring tool:

User Notes

Sometimes, when a team of people is working on the same system, it is important that the team members be able to share with each other notes about the customers. These notes are usually used for storing internal information about the customers, such as customer preferences, logging phone calls or documenting conversations with the customer. You can add user notes via the user profile section of Users Insights. When a note is added, the plugin will automatically add the timestamp and the author of the note. Here is a short video showing how to add user notes with Users Insights and how to filter your customers by the notes added:

 

3.Digging into your data

 

Collecting and organizing your customer data is important, but the main goal is to be able to get valuable insights that you can use to improve your business. This is where the Users Insights filters come in. The Smart Filters are a powerful tool that allows you to easily search, segment and analyze your customer data. You can search and filter your WordPress user data by different attributes and get a segmented list of your customers. You have the option to add as many filters as you want. This allows you to add additional filters to already filtered results; in this way you can further segment your results. This gives you the ability to create almost infinite combinations that you can use to create custom segments of your customers. You can see a full list of all the available fields that the Users Insights plugin supports here. Additionally, you have the ability to filter and segment your customers by any of the custom user fields you might create.

There are a few different types of filters depending on the type of data you are trying to filter:

 

Text Filters – The text filters allow you to filter the user data from a text format based on a selected condition

gravity forms search users by text field with users insights

 

Date filters – The date filters can be applied to user fields from a date type.

gravity forms filter users by date field

 

Numeric filter – The numeric filters can be applied to numeric fields.

gravity forms search users by numeric field

Option Select Filters – This type of filters gives you the option to select a value out of a set of predefined existing options.

gravity forms find users that have submitted form

The Users Insights filters are stackable, which means that you have the option to apply multiple filters at the same time. This allows you to create custom segments of your users by using different properties. For example, in order to find all the recently active users who are from Spain and belong to our “loyal” user group, we can use the following filters:

Exporting Data

As we mentioned in the previous chapter, there are many reasons why you might need to export your customer data. One of the most common reasons for exporting your customer data is to import this data into other systems. The Users Insights export feature allows you to create a customized export from your customer data in a CSV format. Not only that, you can apply filters and export only the filtered lists; you also have the ability to select what fields will be exported, as well as the sorting order in which they will be exported.

Conclusion

Thanks to the power of WordPress and the Users Insights plugin, you can create your own CRM solution that is both simple and powerful. And the best part is, coding skills aren’t needed. If you found this guide helpful, please feel free to share it with the world, and don’t forget to check out our other great resources.