METHOD TO DRIVE A CAMPAIGN WORKFLOW BASED ON A SHORT MESSAGE SERVICE (SMS) MESSAGE RESPONSE

1 . A method to generate and transmit appropriate replies for different customers, based on their response to a Marketing Campaign, in a CRM application, the method comprising the steps of:

a) receiving communication event from the customer with Internal ID (internal identifier) embedded inside the content of said communication event;

b) searching for the Internal ID inside the received communication event;

c) extracting keyword and substring from searched Internal ID;

d) threading said communication event to corresponding pre-existing Interaction Thread with same Interaction ID wherein a new Interaction Thread is started, for which there is no pre-existing Interaction Thread with same Interaction ID;

e) identifying Event ID, Interaction ID and Campaign Step Code from said keyword and said substring;

f) linking interaction to identified Campaign Step with respect to which the customer has sent said communication event;

g) generating appropriate Action based on identified campaign step;

h) transmitting said Action to said customer.

2 . The method of claim 1 , wherein said communication event comprises at least one selected from:

a) email message;

b) short messaging service (SMS) message;

c) instant message.

3 . The method of claim 1 , wherein said Internal ID further comprises:

a) keyword comprised of one or more letters wherein said keyword contains information about the type of communication event comprising at least one of:

i. interaction;

ii. campaign.

b) substring comprised of one or more numeric characters.

4 . The method of claim 3 , wherein said substring further comprises:

a) unique Event ID (event identifier) assigned to each communication event;

b) unique Interaction ID (interaction identifier) assigned to each interaction thread;

c) unique Campaign Step Code assigned to each Campaign Step in the campaign workflow, with respect to which a communication event is received.

5 . The method of claim 1 , wherein the step of identifying corresponding Campaign Step Code further includes matching Campaign Step Code with searched Internal ID.

6 . The method of claim 1 , wherein each subsequent communication event sent or received, is added to an appropriate Interaction Thread with same Internal ID as that of said communication event.

7 . The method of claim 1 , wherein appropriate reply action based on said Campaign Step further comprises at least one of:

a) initiating phone call;

b) sending reply SMS message;

c) sending an email message;

d) moving to a different Campaign;

e) sending instant message;

f) sending embedded advertisement.

8 . A computer program product comprising executable instructions that, when executed cause a computing system to perform the method as in claim 1 .

9 . A customer relationship management system comprising:

a) centralised customer database configured to store customer data wherein said customer data comprises name, organization, phone number, email ID, address and the information associated with the customer;

b) centralised communication database interlinked with said customer database wherein:

i. said communication database is configured to store all said interaction threads containing said communication events sent or received;

ii. said communication database comprises all communication events sent or received;

iii. said customer database and said communication database, both are stored in said centralised application server.

c) marketing campaign module configured to:

i. analyse the communication events; and

ii. based on the analysis, generate appropriate actions while running the campaign.

d) a user interface window on a CRM application, displaying said marketing campaign module in graphical form.

10 . The customer relationship management system of claim 9 , wherein said marketing campaign workflow further comprises a graphical workflow wherein pre-determined actions are generated automatically by said customer relationship management system, depending upon the response from the customer.