Think Differently: How to Find Information in Act CRM That Isn't There

Описание: In this tutorial, Tony Holowitz discusses a key concept in Act CRM: finding valuable information not by looking for what is present but by identifying what is absent. This approach can reveal insights that might otherwise be overlooked. Holowitz illustrates this idea through practical examples within the Act CRM interface.

*Finding Information That Isn't There:*

1. *Basic Lookup Example:*
Holowitz starts by performing a simple lookup of all contacts named "John" in the Act demo database, yielding two results.
He then demonstrates the opposite query: finding all contacts whose first name does not contain "John". This inverse search is relevant because it highlights information that can often be more insightful.

2. *Using Email Fields for Lookups:*
Holowitz explains how to use the email field to find contacts based on email activity.
By right-clicking on the "Last Email" field, users can initiate a lookup to identify contacts who have never been emailed, providing a list of 169 people in his example.

3. *Advanced Email Lookups:*
Holowitz further refines the search to find contacts who haven't been emailed within the last 90 days. This helps sales or customer service teams identify which contacts need follow-up.
He clarifies that if some contacts do not have a date in the email field, they won’t show up in this specific search. Hence, it’s important to consider both the presence and absence of data.

4. *Shifting Perspectives:*
Holowitz emphasizes the importance of shifting perspectives when using Act CRM. Instead of solely focusing on existing data, users should consider what is missing.
This approach can uncover gaps in customer engagement or other critical areas that might otherwise be overlooked.

5. *Practical Applications:*
Holowitz shares that this method is part of his regular discussions with clients, aiming to help them manage their Act databases more effectively.
He encourages users to think differently about their data to prevent contacts from slipping through the cracks and to ensure comprehensive follow-ups.

*Key Takeaways:*

*Inverse Searches:* Conducting searches for what is absent can be as valuable as looking for what is present.
*Email Activity Lookups:* Using email fields to identify uncontacted or neglected contacts can help maintain engagement.
*Refining Searches:* Advanced lookups, such as filtering contacts based on the timing of last interactions, provide deeper insights.
*Perspective Shift:* Focusing on what data is missing can reveal hidden opportunities or neglected areas.
*Comprehensive Management:* Regularly employing these techniques ensures thorough database management and customer follow-up.