How to use the data from your management system integrated with Zenvia Customer Cloud

When you integrate a management system with Zenvia Customer Cloud, the data starts enriching different platform features. This allows you to better understand your customers, create more effective campaigns, and automate marketing actions.

See below how to take advantage of this information at each stage:

Contacts database

Contact source
Identify where each customer came from to adjust your strategies.

Contact record

View all data in one place, including:

RFM (Recency, Frequency, Monetary): a simple way to understand if the customer buys frequently, if they purchased recently, and how much they usually spend.
Transaction history: analyze past purchases and preferences.

Contact segmentation (Segmentation rules)

Segmentation rules allow you to group contacts with specific characteristics and better target your campaigns. It’s like putting your contacts into “boxes” to say the right thing, to the right people, at the right time.

Choose the conditions to form the group:

Last purchase date: for example, customers who haven’t purchased in more than 60 days.
RFM profile (Recency, Frequency, Monetary): for example, champion, regular, or at-risk customers.

You can use segmentation rules in:

Message sending, such as a recipient list for a manual campaign.

Marketing automation, focused on engagement and mass campaigns. The action is standardized and marketing-oriented, applied to a group of customers according to the defined rules. See below.

Marketing automation

You can create an automation to reactivate customers who haven’t purchased in a while. Set the trigger as the condition “Last purchase 30 days ago” and configure the system to automatically send an incentive message, such as:

“Hello! It’s been 30 days since your last purchase. We have new arrivals and exclusive promotions waiting for you. Check them out and enjoy your special discount!”

In addition to using segmentation rules to start automations, you can set conditions to create different paths.

For example, if a customer purchased more than 90 days ago, send a special offer to regain their interest. Otherwise, follow another path (for example, a thank you note or another suitable promotion).

This flexibility allows you to personalize the communication flow based on recent purchase behavior.

Analytics and Monitoring

Use the Success Monitor to see how your customers are buying and interacting. It shows:

Customer sentiment (whether interactions are positive or negative).
The RFV classification (to see who buys more or more frequently).

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Success Specialist Agents

Create agents that perform automatic actions based on the customer’s profile or behavior. This is a strategic automation focused on targeted, high-value actions, unlike marketing automation, which is more general and mass-oriented.

Set conditions using RFV and sentiment analysis. When these conditions are met, the agent triggers the configured action.

For example, send exclusive offers to champion customers or reactivation messages to inactive customers.