CRM reports: follow-ups and conversions
Leads only turn into customers when someone follows up. The CRM reports show how many follow-ups each person on your team handled, how many each contact received, and what share of each person's leads became paying customers.
CRM reports in SeroPOS
Follow-ups by user
See the follow-ups assigned to each team member, so you know who is keeping in touch.
Follow-ups by contact
See how many follow-ups each lead or customer has had, and spot the ones nobody has called.
Lead-to-customer conversion
Each user's conversion from lead to customer, side by side with the rest of the team.
Drill down per user
Open any user's conversion figure to see the details behind it.
Fed by the CRM screens
The numbers come from leads, follow-ups and conversions recorded in the CRM module.
Next to the CRM dashboard
Reports sits in the CRM top menu beside Leads, Follow ups, Campaigns and Call Log.
Are leads turning into customers
A list of leads is only useful if someone works it. The CRM reports measure that work. Under CRM, then Reports, in the web back office, you get three views: follow-ups by user, follow-ups by contact, and lead-to-customer conversion. Together they show whether your team is contacting people and whether that contact is producing customers.
The reports are part of the CRM module, which also adds the CRM dashboard, leads with a Kanban board by life stage, follow-ups, campaigns, contact portal logins and the call log. Users need a role with CRM access to see them. Reports is the last item in the CRM top menu, after Leads, Follow ups, Campaigns, Contacts Login, Sources, Life Stage and Call Log.
- Follow-ups by user
- Follow-ups by contact
- Lead-to-customer conversion, with per-user details
Follow-ups by user and by contact
Follow-ups are scheduled tasks in the CRM: a call, SMS, meeting or email, with a title, a lead or customer, start and end times, assigned users and an optional reminder by email or SMS before it is due. The follow-ups by user report counts these for each team member, which shows who is active and who has gone quiet.
The follow-ups by contact report looks at it the other way round. It shows how much attention each lead or customer has had. A good lead with no follow-ups is an opportunity going cold, and a contact with a long list and no sale may need a different approach. Check both every week.
Lead-to-customer conversion
When a lead buys, it is converted to a customer from the lead's page with Convert to customer. The conversion report counts these for each user and sets them against the leads they were working, so you can see each person's conversion rate. Open a user's line to see the details behind their figure.
Read conversion together with follow-ups. A person with few follow-ups and a high conversion rate may be cherry-picking easy leads. A person with many follow-ups and low conversion may need help with the pitch or better-quality leads from your sources. Neither number tells the whole story alone, so look at both before drawing conclusions about anyone's performance.
Getting better data into the CRM
The reports reflect what your team records. Give every lead a source and a life stage so the dashboard can show where leads come from and how far along they are. Log the outcome of each follow-up in the follow-up log. Assign each follow-up to the right person, so it counts toward the right name in the report.
For larger lists, Advance follow-up creates follow-ups in bulk for customers who have, or have not, bought in a set number of days. That is a quick way to set up a win-back round, and the follow-ups by user report shows how the team works through it. Use it sparingly.
Which plan includes the CRM
The CRM, including these reports, is part of the Pro plan. Pro is $50 a month for one location and five users, and the 14-day free trial does not need a card. Extra users can be added in groups of three for $10 a month if your sales team is larger than five.
On the Standard plan you still have customer profiles, customer groups and the customer and supplier report. The CRM adds the lead pipeline, follow-ups, campaigns and the reports on this page. If you mostly sell walk-in and do not chase leads, the Standard tools are usually enough. The CRM pays off when people on your team are responsible for turning enquiries into customers.
Frequently asked questions
How do I see lead conversion rates by salesperson?
Open CRM, then Reports, in the web back office, and choose the lead-to-customer conversion report. It shows conversion for each user, and you can open a user's line to see the details. Leads count as converted when someone uses Convert to customer on the lead's page.
How do I check whether my team is following up?
Use the follow-ups by user report under CRM, then Reports. It shows the follow-ups assigned to each team member. For a day-to-day view, the CRM dashboard lists today's follow-ups, and follow-ups also appear on the back-office calendar. Assigned users can also get a reminder before each follow-up is due.
Can I see which leads have not been contacted?
The follow-ups by contact report shows how many follow-ups each lead or customer has had, so contacts with none stand out. The Leads list also shows each lead's last and upcoming follow-up, which is a quick way to find leads that have gone quiet.
Can I bulk-create follow-ups for lapsed customers?
Yes. Advance follow-up creates follow-ups for customers who have, or have not, bought in a set number of days, or for selected invoices. Assign them to team members and the follow-ups by user report shows how each person is working through the list.
Which plan includes CRM reports?
The CRM module and its reports are part of the Pro plan, at $50 a month for one location and five users. You can try it with the 14-day free trial, and no card is needed to start. Extra users are added in groups of three for $10 a month.