Alongside a revamped Zoho CRM Timeline, Zoho added the Interactions Tab, which gathers Signals and follow-ups from a wide range of tools including Zoho Campaigns, Zoho Desk, Zoho Backstage, PhoneBridge calls, and Facebook, referred to collectively as Mediums. This is now fully rolled out across Enterprise and Ultimate editions on the Leads and Contacts modules.

What the Interactions Tab Lets You Do

• Track a customer's journey from lead to current status
• Analyse follow-up gaps and their impact on interactions
• Identify unattended customer touchpoints
• Monitor which communication channels are genuinely getting responses
• Review interactions leading up to key milestones
• Gauge interest levels through customer signal impressions

Signals and Follow-Ups

In the customer journey, actions taken by the customer are Signals, and your organisation's responses are Follow-Ups. The Interactions tab captures this, showing Signals on the left and Follow-Ups on the right for each record.

Impressions and Status

Depending on the channel, Signals and Follow-Ups carry extra detail: Signals can reveal impressions, such as the number of survey questions answered, indicating interest levels, while Follow-Ups show a status, such as Attended or Unattended for a sales rep's call.

Milestones

Milestones punctuate the customer journey, reflecting significant steps, tracked based on values in a history-tracking-enabled picklist within the Leads or Contacts modules.

Time Gaps and Orphan States

Responsiveness can be assessed by looking at the time between touchpoints. An Orphan State flags a prolonged gap between a Signal and its Follow-Up, surfacing customers who may be slipping through the cracks.

Filters and Views

The journey can be filtered by Medium, specific user, or time period for targeted insights, and viewed in three modes:

• All. Every aspect of the customer's journey (Signals, Follow-Ups, and Milestones).
• Signals. Focuses on Signals issued by the customer, highlighting the final Follow-Up before each one.
• Milestones. Concentrates on Milestones and the last touchpoint before each significant step.