TRIMS CRM OVERVIEW
TRIMS CRM is the central view in TRIMS for all data relating to Customers and their activity with your retail business. This includes data collected from any POS device instore and online activity (provided that the online database and purchases are synced with the TRIMS API or other TRIMS ecommerce Connector).
The power of TRIMS CRM is the ability to easily view, sort, filter and group data and sub-sets of data. Customer data can also be edited and streamlined, such as merging Contacts and merging Accounts.
To access the Customer Data: TRIMS > Customers > CRM
The data displayed by Default will consist of all Customer Data fields, such as ID, Name, Address, Telephone Numbers, email address and date of birth.
To show the data relating to Customer Spending History, click the ‘Include Spending History’ icon then refresh by clicking the magnifying glass or click and Enter in the Search box.
When the ‘Include Spending History’ icon is on (highlighted green), additional columns coloured yellow appear in the data view for: (number of) Visits, (Total) Spend, (Total) Quantity (items purchased, net of purchases and returns) and (Total) Discount given. Columns in orange are shown for Average Basket Quantity and Average Basket Value.
To show the data relating to Loyalty Cards and Points, click the ‘Accounts’ tab then refresh by clicking the magnifying glass or click and Enter in the Search box.
When the ‘Accounts’ tab is selected, additional columns coloured blue appear in the data view for: Account ID, (Card) Limit (if Credit allowed), Card Type (Account=Loyalty, or Gift Card), Created Date (Card issued), (Loyalty) Points (balance), Account Type (if Credit Accounts are operated), and Balance (on Account or monetary balance on the Gift Card). Scroll right if these columns are not immediately visible.
The ‘Accounts’ tab also shows information relating to Gift Cards, as noted above.
The data in the View can be ranked on any of the columns in the Data View. To do this, click on the column header of the field that you wish to sort on. The data in the column will be sorted in ascending order. Click once more to sort in descending order, and a third click will return the data view to the original order. When re-sorting data the scroll bar at the right hand side may need to be used to locate a particular section of the data. A favourite ‘sort’ is to click on the Spend Value and rank in descending order to view ted best customers (and discount!).
Data can be filtered by one or more values in any of the columns. Mouse over any column header to see the Filter icon at the right hand side of the column header. Click the down arrow to activate the Filter and view the different values contained in the column. Click one value to immediately filter the data set to show only data matching the selected value. Several values may be clicked. In the example below I only want to see data for customers in Cheadle and Macclesfield, so click those two values to reduce the data set.
The data set is reduced to display only those customers with Macclesfield and Cheadle addresses by selecting those two values in the City column filter.
An inverse filter can also be created, where you may wish to view all data except that matching one or more fields. To do this, click ‘Select All’ values then click those which you want to exclude from the data view.
To remove the filter click ‘Clear Filter’.
The data in the view can be grouped by a sub-set of data in any of the columns in the view. Left click on the column header and drag to the area immediately above the column headers. The data will be grouped by the values in that column, and each sub-group will be totalled by number of entries. For instance we could see how many customers are in the data set by City.
Right click the column header to see all fields which are available for the data view. Click the tick box to select whether you want to include or exclude any column.
Having decided which fields are to be included in the data view, the order of columns can be changed by dragging and dropping the column header or column section header as required.
Click the column header separator lines to re-size columns for maximum effect in the data view.
Having selected the columns, re-arranged the order and re-sized some columns you may wish to save that particular data view and layout. To do this click the ‘Grid Layouts’ star at the top of the right hand cursor bar.
Click ‘Save’ to save this data view with a name of your choice. Multiple grid layouts can be saved. Click the star at the right of the Grid Layout to select the layout you want to see as default.
Type some text in the Search box to quickly select all customers matching a specific term. This may be part of the Customer details fields, whether they are included in the current grid Layout or not.
Click on any field of a Customer in the data view to drill down to the Customer Transaction Audit. This will display the granular transaction data which is the source of the Spend History figures. This is useful to investigate a specific transaction, as you could see the exact transaction detail – for instance Order number for online sales, or receipt number and salesperson if EPOS sale, etc. Right click on the transaction details header line to include/exclude transaction fields to view.
Drag the left hand of the transaction details window to the left to view more, or drag to the extreme right to remove.
The Filters in TRIMS CRM are similar to the main TRIMS Explorer Filter. Data can be filtered according to details about the Customer and Customer Contact, or details about the Products which may have been purchased.
Having selected the criteria to filter, click the Filter icon to perform the filter – the icon colour will change from black to amber and the word ‘Filtered’ will appear. With the filter on, click the Search box or magnifying glass to view the Customers matching the filter criteria.
Right click on the filter icon to Clear the Filter when finished, or to create a Saved Filter for future reference.
Click the Filter icon to the right of ‘Contact Filter’ to activate – the Filter selection icon will change from inactive (greyed out) to active. Click the ‘+’ to view the Contact Filter selection options, which are grouped under Transactions, Contact, Spend, Account and Users.
‘Transactions’ has 3 options to filter on: Location (which store or other location such as Online), Till (which EPOS till or other device) and Receipt (to find out which customer matches a specific receipt number).
‘Contact’ enables you to filter on Salutation (Mr, Miss, etc), Country, County, City, Date of Birth. The DOB can either be matched to between a range of dates, or there is an additional Birthdays selection which includes matches such as Next Week and Next Month. This is useful for sending out Birthday wishes, or an email advising the customer of Double Points for purchases within their Birthday week, or perhaps you add some ‘Bonus Points’ to the customer’s Loyalty Points Balance and tell them the good news.
‘Spend’ includes filter criteria on Total Spend Number of Visits,
Quantity of Items purchased,
Discount amount given,
Average Basket Quantity and
Average Basket Value.
All criteria can be matched less than or more than etc.
‘Accounts’ includes criteria for Account Types (see section 4 below for more information on Account Types),
Account Status (active or inactive),
Card Type (Gift Card or Loyalty/Account Card),
Account Created Date – this is useful when searching for new Customers that have been created since a previous mailshot for instance. To do this, select a Start Date which is the day after the last time you ran this selection for a mailshot. The end date can be current date or a selected one. You may want to also filter the Card Type field so that only Account Cards are included (therefore excluding Gift cards). Run the filter then click on the main transaction area, select the Accounts tab and click Search. The results will be displayed, which can be exported from TRIMS to your email client (e.g. Mailchimp) to add the new Customers to your previous list.
Loyalty Points (current balance),
On Stop (or Not On Stop),
Account Balance if applicable, and
Card Number – useful for finding which Customer has a specific Loyalty Card.
‘Users’ allows you to filter the Customers who have been in touch with specific members of your team, whether this is by way of Contacts, Signup (initial sign up) or Interactions.
Click the Filter icon to the right of ‘Product Filter’ to activate – the Filter selection icon will change from inactive (greyed out) to active. Click the ‘+’ to view the Product Filter selection options. This is identical to the Product Filter in TRIMS Explorer, so should be familiar to most TRIMS users. This is a very powerful filter enabling you to identify customers who have bought specific Brands, Price levels, Categories/Departments or even specific sizes of fashions or fragrances of candles. This is most often used for targeted emails introducing similar Brands or Products to your existing customers.
The quickest method finding Customers who have bought selected Product criteria is to explore the Product tree then right click on the selected Brand/Category/Product etc and click View. This will display all customers who have bought the selected Products, for instance below for Michael Kors customers:
The default Date Range for all data views is ‘All Time’. However you can change this to either a custom date range for transactions or a shortcut such as Last Week, Last Month, This Year, Last Year etc.
Click the drop-down arrow at the right of the Period Selector box:
One of the features of TRIMS CRM is the ability to create different Customer Types (or Account Types), which can be set to attract different levels of Loyalty Points and/or Discount.
Customer Types are managed in TRIMS > Structure > Customer Types.
New Customer Types can be added, or existing Types can be edited (right click on the Customer Type) or deleted. The Discount Rate and Points Rate is set up in the Details tab. Types can be for instance: Standard, VIP, local Club Member, Staff (level 1), Staff (level 2) etc.
To apply a Customer/Account Type to an existing Customer in TRIMS: locate the Customer in TRIMS CRM, with the ‘Include Account Information’ clicked on. Either apply to a single Customer, or highlight a range of Customers (by using the standard Excel-type commands of click the first line then Shift+click the last line of the block to select).
Right-click on the highlighted Customer(s) > Accounts > Set Account Type > dropdown box to select the Customer Type as required.
The TRIMS Print & Export utility applies to TRIMS CRM. To set up or edit existing CRM Printing or Exports go to TRIMS > Admin > Printing and Export > select the CRM tab. A separate training tutorial is available on setting up new print/export documents (refers to Purchase Orders but also applies to CRM Printing) at Touchretail website > Contact > Support Helpdesk > Solutions > Purchasing (show all 7 articles) > Configuring Purchase Order Document Printing (Video)
Any of the CRM Name and Address fields, and the email address, can be edited. In the data view click Edit at the top left, click on the cell to be edited so that the existing text is highlighted, make the edit, then click ‘Commit’ to save the edit or ‘Cancel’ to cancel the edit.
The hierarchy of data stored in CRM is at 3 levels: Contact (customer details), Account (Account types) and Card. A Contact can have more than 1 Account, and an Account can have multiple Cards.
In the above example Jeremy has a Gift Card Account and a separate Loyalty Card Account. Jeremy’s partner Teresa also has a Loyalty Card, and Jeremy and Teresa share everything so they like to add up their Loyalty Points. If however they wanted to not share Points, Teresa would have a separate Contact to Jeremy.
When merging data duplicates, you need to merge Contacts before merging Accounts. Normally Gift card accounts would not be merged with Loyalty card accounts.
Two rules are that:
In the example below there is a mixture of duplicate Contacts and Duplicate Accounts. The Contact ID is shown in the first column – Contact 807 has several Account lines, and there is another Contact 687 for the same Customer.
The screen view shown is with the Account icon selected, so all Contacts and all Accounts are visible.
The first operation is to merge Contacts, which needs to be done in the Contact view.
Merge Contacts is useful when data has been imported containing duplicate Contacts or adding to existing Contacts. Also sales colleagues may inadvertently create new Contacts for existing customers with forgotten Cards.
In Contact view, sort the data so that Contacts to be merged are on consecutive lines. Right click on one of Contacts to be merged.
You will be prompted for the Target Contact ID – accept this, or use the drop-down list to select a different Contact ID. Type MERGE to confirm.
Multiple Accounts are sometimes created when a customer forgets their Card and the salesperson creates a new Loyalty Card instead of searching for the existing Account. Credit Notes/Accounts are another source of multiple Accounts (these are preceded by a $ sign).
To merge between 2 and 10 Accounts for the same Customer, sort the data so that the Accounts to be merged are on consecutive rows. Make sure that they are the same Account Type (e.g. Account or Gift Card). Highlight the rows to be merged – use click and Shift+click to highlight a block. Right click to view the ‘Accounts’ menu then select the ‘Merge Accounts’ option.
The next prompt will be to select the Merge Target – usually the lowest Account number. Select this or use the drop-down to select an alternate Merge Target. The duplicate Accounts will be merged to the Merge Target Account.
Specific Customer or Account criteria can be edited either individually or in bulk. Use the same method as above, so that a range of customers that requires the same Edit is on consecutive rows in the data view.
On some occasions a Contact may have more than one Card – for instance if the customer has forgotten that they have already a Card and a new Card is created. Or possibly a customer has multiple Accounts each with its own Card, and the Accounts have been merged. TRIMS CRM enables you to make Cards Inactive, so that the history is retained against all Cards but only one nominated Card is the Active Card.
To view the multiple Cards for a customer, select their Account and double-click to view transaction history, then click on the ‘Account Cards’ tab. This will display the Card details for the Account, which may be Account (Loyalty) Cards, Gift Cards (if associated with an Account) or auto-generated references for Cards or Credit Notes.
To make an active Card inactive, right click on the Card and select the Edit option.
This will show the Edit card menu. Click on the Active box to toggle between Active and Inactive, then click OK. The same menu can be used to edit the Card Description, Card Number or toggle Verified.
If the Inactive Card is scanned at the Point of Sale, the message ‘This Card is Currently Inactive’ will be displayed and the Card is unable to be used.
The other option available when right-clicking on a Card is to Add Card. This enables a newly issued Card to be allocated to the Account.
If you need to check the unique Gift Card Transaction ID that is generated for each Gift Card transaction, click the drop-down on the Card Type column and select ‘Gift Card’ to show all Gift Cards. Then select the Gift Card you wish to check – for instance by the date of the Gift Card transaction.
If you have only the physical Gift Card number (the one printed on the Card) you can find the Gift Card using the Filter method.
Click the Filter icon to the left of Contact Filter, then click the ‘+’ next to the Filter icon and the ‘+’ next to Accounts.
Finally click the Card Number option, which will display the Filter Data Selection pane. For instance if we want to find Card number 123400101123459, type or copy/paste that into the Card Number selection pane, then click the ‘Equal To’ option:
Click the ‘OK’ option and then click the Filter icon to run the filter.
Double-click on any cell on the selected Gift Card line – this will bring up the Account Transaction Details view, which has these tabs: Audit, Accounts, Account Transactions, Account Cards and Reserved Stock. Click on the ‘Account Cards’ tab – this will display several columns, depending on the columns selected in the View. The column headed ‘Number’ displays the unique Gift Card Transaction ID. This is the recommended ID which should be used if the Gift Card is redeemed online. For instance the Gift Numbered 123400101123459 in the example below has a Unique Gift Card Transaction ID of SHTF-wTGAr-razG.
TRIMS has two fields which are designed to assist with GDPR legislation regarding storing Personal Data and recording that the Customer has consented for this. The two fields are Date of Consent and Consent Status.
The Consent fields can be set either in TRIMS CRM or at the POS. By default the Date of Consent field is blank and the Consent Status field is ‘Not Asked’. Highlight either cell and right click to view the sub menu then click on ‘Consent’ for the three options: Not Asked, Refused or Given.
If consent has been given, click the ‘Given’ button and the current date will be displayed. This can be changed to the date that the consent was given by the customer. Don’t forget that a number of customers can be edited at the same time by highlighting multiple rows (similar to Excel).
Note that the Consent Status and Date of Consent can also be set at the till in TRIMS POS software (applies to POS version 2.14.113 or later). Setting the Consent Status at the till will update TRIMS back office.
The GDPR data box appears at the lower section of the ‘Account’ Contact screen.
If a Customer requests that their Personal Data is deleted from your system, this is not possible because of administrative and accounting requirements. However the Customer Personal Data can by ‘anonymised’ so that although the original transaction is stored, there are no visible reference to the Customer. The only reference that remains is the original Customer ID, which is purely an internal TRIMS reference number.
To Anonymise a Customer, highlight any cell of the Customer data and right click to view the sub menu. Select the ‘Anonymise’ option and type the on screen code that is given into the text box. Please be aware that this action is irreversible once accepted, so make sure that only the correct Customers are anonymised. Once the action is completed, all Personal Data is deleted from the CRM view and the First Name of the Customer is shown as ANONYMISED.
The Marketing Status of a Customer can be viewed and edited in TRIMS CRM. To view the Marketing Status field check the ‘Include Account Information’ icon is on and refresh the Customer View. One of the data columns in the ‘Account’ section (shown in blue in TRIMS) is called ‘Marketing’.
To edit the Marketing Status, highlight the Customer or range of Customers and right click to view the sub menu. Select the ‘Set Marketing’ option.
Select the appropriate option as Active, Active (No Correspondence) or Inactive.
Note that the Marketing Status can also be set at the till in TRIMS POS software. The ‘Status’ selector is at the bottom left hand side of the Customer Account Contact screen. Setting the Marketing Status at the till will update TRIMS back office.
The Consent and Marketing Status fields are included in the TRIMS CRM filter criteria.
The Consent Status options can be selected under the CRM Contact Filter -> Contact heading. Use the Status button to select one of the three options (Not Asked, Consent Refused or Consent Given).
The Marketing Status options can be selected under the CRM Contact Filter -> Accounts heading. Use the Marketing Options button to select one of the four options (Not Set, Active, Active (No Correspondence) or Inactive).
Document version: 1.9 Document date: 21st November 2018
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