Overview
Automation in Meritto CRM is a rule-based workflow that executes predefined actions when specific criteria are met. It enables you to streamline counselor allocation, multi-channel communication, lead scoring, and trigger webhooks by minimizing manual intervention and ensuring accuracy, efficiency, and timely execution of processes. It automates:
- Allocation of leads, applications, and opportunities to the counselors based on predefined assignment rules.
- Drip Marketing through multi-channel communication (Email, SMS, WhatsApp).
- Lead Score Automation based on lead engagement and activities.
- Webhook Triggers to update lead, application, opportunity data and push it to the external ERP/CRM systems for seamless integration .
Manually managing thousands of inquiries, applications, and follow-ups is time-consuming and prone to errors. Automation ensures that every lead, application, and counselor interaction follows a structured and efficient process. Automation in Meritto follows a three-step execution model:
- Triggers - Determine when an automation starts.
- Criteria/Conditions - Control how the process flows based on predefined criteria.
- Actions - Execute tasks like sending communications, assigning counselors, or updating lead statuses.
Understanding Triggers, Conditions, and Actions Through a Use Case
Use Case: Automated Follow-Up for Incomplete Applications
Scenario: You want to automate follow-ups for students who have started an application but haven’t submitted it within three days. This will ensure that interested students are reminded to complete their application while reducing manual follow-ups for counselors.
Triggers – What Starts Automation?
A trigger is the starting point of an automation workflow. It defines when an automation should execute based on predefined criteria. Triggers ensure that processes are initiated at the right time, eliminating delays and improving response efficiency. Meritto provides four types of triggers:
- On Lead Creation - Starts automation when a new lead enters the system.
- On Lead/Application Field Update - Activates automation when a lead or application field (e.g., status, form submission) is modified.
- On Specific Date - Runs an action when a scheduled date arrives (e.g., GDPI reminder).
- At Regular Intervals - Executes automation periodically (e.g., sending follow-ups every 3 days).
Trigger for This Use Case
- Trigger Type: On Lead/Application Field Update
- Trigger Condition: The system should start the automation when a student initiates an application but does not submit it within three days.
- Trigger Execution Steps:
- A student begins filling out an application.
- The system logs the "Application Initiated" event.
- If the application is not submitted within three days, the trigger starts the automation.
By defining this specific trigger, we ensure that based on the field updation, only relevant students receive the follow-up, reducing unnecessary notifications.
Conditions – What Controls the Flow?
Conditions filter and define the flow of an automation. They help in deciding who should receive what action based on their engagement. Following are the types of conditions:
- If/Else Conditions - Checks whether a condition is met before executing an action (e.g., If lead score > 80, assign to a Senior Counselor; otherwise, assign to a Junior Counselor).
- Wait Conditions - Introduces a delay before executing the next action (e.g., Wait 24 hours before sending a follow-up SMS).
Condition for This Use Case
- If/Else Condition:
- If the student has not submitted the application within three days, proceed with a follow-up action.
- Else, if the student submits the application before three days, stop automation (no follow-up needed).
- Condition Execution Steps:
- The automation waits for three days after the "Application Initiated" event.
- The system checks:
- If the application status = "Submitted" → No further action required.
- If the application status ≠ "Submitted" → Execute the follow-up action.
By applying conditions, the automation ensures that only students who need reminders receive them.
Actions – What Happens Next?
An action is the final step in automation where a predefined task is executed based on the trigger and conditions. Some key action nodes are:
- Counselor Allocation - Assigns leads, applications, or opportunities based on predefined logic.
- Communication Execution - Sends automated messages via:
- Email (Pre-configured templates).
- SMS (Transactional or promotional).
- WhatsApp (Pre-approved templates).
- Lead/Application Updates - Modifies lead status or stage dynamically.
- ERP/CRM Integration (Webhooks) - Pushes data to external systems.
- User Notifications - Alerts counselors/admin teams when key actions occur.
Action for This Use Case
Follow-up Communication for Incomplete Applications:
- Send an Email: A reminder email is sent with a direct link to resume the application.
- Send an SMS: A short reminder message is sent to the student’s registered phone number.
- Notify the Counselor: The assigned counselor is notified so they can reach out personally if needed.
Action Execution Steps:
- The system detects an incomplete application.
- The system sends an email with a subject like: "Complete Your Application – Deadline Approaching!". The email contains a "Continue Application" button linking to the student's pending form.
- The system sends an SMS reminder, ensuring visibility.
- The counselor receives an internal notification, enabling a manual follow-up if required.
By defining specific actions, the automation ensures timely follow-ups, increasing application submission rates.
Conclusion
How This Use Case Showcases the Three Core Automation Components:
- Trigger: The system automatically detects when a student starts an application but does not submit it.
- Condition: The automation checks whether the application is still incomplete after three days.
- Action: A follow-up email, SMS, and counselor notification are sent to ensure the application is complet
Key Benefits of This Automation:
- Improved application submission rates with timely reminders.
- Reduced counselor workload by automating follow-ups.
- Personalized engagement using targeted communication.
By leveraging Triggers, Conditions, and Actions, institutions can automate critical admission processes and maximize lead conversions efficiently.