Disclaimer
Case Study -
Lead Distribution -
Email Routing
As in integral part in a sales team process, the distribution of leads workflow had an issue with efficiency which hindered production in assigning incoming leads to the sales team in a timely manner.
Before the implementation of this new system, the process for distributing leads was 100% manual, with offices in different regions, this meant manually forwarding lead details every morning to the different offices. This process was time-consuming, inefficient, and lack the component for scalability.
After familiarizing myself with the current process, I began brainstorming a method to best implement a workflow that would eliminate daily manual input.
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With my research, I had 4 requirements to be met in order for this project to be a success:
- Reliable - The system would be fully functional and operational at all times without the need of human intervention
- Fully Automated - The system would be fully automated without user input or frequent maintenance
- Error Handling - The system would possess error detection mechanisms in order to be fully autonomous
- Data Visualization – A dashboard for administrators to track and create reports of incoming leads
Following the initial discovery phase, I determined the best software to build and implement the database—one that would cover the project scope and require minimal maintenance. I chose Airtable for its user-friendly interface, accessible back end, and automated workflows.
During development, continuous collaboration continued to happen to best understand how the end-user would interact with the product and eliminate steps that could be automated for a more streamlined service.
- A prospect fills the online form and submits their inquiry
- The inquiry is sent to the central inbox
- The custom script runs every five minutes to detect incoming leads
- Once a new lead inquiry is detected, it routes to the corresponding inbox following the round-robin pattern
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Once the distribution pattern has been tested, and established, I then set up automation rules within the Outlook app to immediately print the lead paper copy once it reaches the designated inbox.
The final product benefited the company in many ways by offering a fair and equal distribution of leads; Relieved administrators of daily repetitive tasks; provided leadership insights into incoming leads, and lead assignment metrics; and ensured a reliable system in which the sales team and admins could rely on for accurate metrics and lead allocation.
