Zoho CRM Boosts Customer Insights with Zia’s Event Mapping Feature

Zoho CRM Boosts Customer Insights with Zia’s Event Mapping Feature

Hello everyone,

Zoho shared a powerful new feature that enhances how Zoho CRM leverages customer behavior insights. A new section titled Usage Data has been added under Zia, designed to help users import, manage, and interpret usage-related information directly in their CRM system.

This update unlocks smarter, data-driven insights. By feeding usage data into Zoho CRM, businesses can better identify early signs of disengagement, user dissatisfaction, or potential customer churn — allowing them to respond proactively and improve retention.


What Does This New Feature Offer?

With this enhancement, you can:

  1. Expand Zia’s AI capabilities to deliver insights like churn forecasts, intelligent product suggestions, and engagement trends.
  2. Link usage data to CRM-understandable terms, improving Zia's data processing accuracy.
  3. Effortlessly import usage data from multiple sources into custom CRM modules.

Why Is This Important?

Usage data often doesn’t translate well in CRM systems due to poor structuring. Without a reliable way to align this data, valuable customer behavior trends can go unnoticed. To solve this, Zoho introduced event mapping — a feature that allows clear and meaningful alignment between usage events and CRM data, enabling you to act on valuable insights.

Now, with Usage Data under Zia, each event — such as app usage or login behavior — can be mapped to fields within a custom module. This structured approach helps Zia generate deeper insights, enhance predictions, and keep your CRM data dynamically updated with every new customer interaction.

  1. More Than Just Churn Prediction
  2. Once Zia is trained with usage data, it can drive a broader set of use cases beyond churn analysis:
  3. Product suggestions for upselling or cross-selling based on usage behavior.
  4. Customer engagement analysis to uncover behavioral patterns.
  5. Increased prediction accuracy for identifying customers likely to stop using your service.

Additionally, Zoho CRM can now collect usage data from various input formats — APIs, URLs, or supported files — giving you flexibility without platform restrictions.

Understanding Usage Data

While transactional data (like purchases or payment details) reflects customer buying behavior, usage data focuses on how they interact with your product — such as session frequency, feature adoption, and engagement levels. Tools like Google Analytics help track these interactions, which are vital for customer behavior analysis and prediction.


What Is Event Mapping?

Event mapping is how the system learns to interpret and process your usage data. It involves defining critical fields — like event name, timestamp, and the user who triggered it. This structured input enables the system to deliver precise and actionable insights.

Why Does It Matter?

The more detailed your data input, the more accurate the prediction. For instance, a drop in login frequency could signal disengagement. With event mapping, Zia can identify such changes, understand possible causes, and help prevent churn before it happens.


Event mapping also enables:

  1. Churn score calculations
  2. Customized product or service suggestions
  3. Triggering workflows like targeted re-engagement campaigns

For example, you could configure a workflow to automatically email users who haven’t logged in for 30 days with a personalized offer or message.

How to Set It Up

Here’s a simple process to start using the new feature:

  1. Create a custom module with three key fields:
  2. Event Name
  3. Event Timestamp
  4. Event Initiator

Import usage data via API, DataPrep, CSV, or other supported formats into the custom module and match the fields accordingly.

Go to Usage Data under Zia and perform event mapping so Zia can accurately interpret and act on the data.

You can get more info from pfc-group.com

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