Customer Intelligence: Governed Signals and Dry-Run Scoring

StretchCRM includes a Customer Intelligence layer that helps you prioritize leads, spot at‑risk deals, and gauge account health. What makes it different is how carefully it's governed: intelligence is advisory and audited, and it never changes your data on its own.

The governing principle

StretchCRM's intelligence is built on a strict contract:

• No autonomous mutation. Scoring passes never overwrite your live records (like a contact's lead score).
• Every result is audited. When the intelligence engine scores your records, it saves each result as a dry‑run snapshot — a reviewable record of what the model suggested and why — rather than acting on it.
• Humans decide. You review the suggestions and choose what, if anything, to apply.

This means you get the benefit of scoring — prioritization, early warnings — without ever surrendering control of your customer data.

What it can score

Three kinds of intelligence passes are available:

• Lead scoring — ranks contacts by how promising they are, using signals like email, job title, company, and source.
• Deal risk — flags opportunities at risk, using stage, value, age, and time since last activity.
• Account health — gauges the health of a company, using its lifecycle stage, open deal value, open and urgent tickets, and days since last activity.

Each pass returns a score, a band (for example a risk level or health band), the factors behind the result, and a suggested next best action — all as a dry‑run snapshot you can review.

De‑duplication

Intelligence also includes a de‑duplication pass that surfaces likely duplicate contacts so you can merge or clean them up. Like scoring, it suggests — it doesn't silently delete or merge records.

Signals and readiness

Underneath the scores are signal definitions — the catalog of inputs the intelligence layer draws on. These span sales, success, intake, support, finance, analytics, and communication, and are designed to pull context from across StretchSuite:

• StretchForms — form submissions that can become leads.
• StretchSupport — open tickets and knowledge‑base coverage that inform risk.
• StretchAnalytics — engagement and KPI signals.
• StretchBooks — invoices and revenue context.
• StretchMail — communication history.

As these connections are enabled for your organization, the signals grow richer — which is exactly why StretchCRM is careful to keep scoring advisory while the picture matures.

How to use intelligence responsibly

1. Open the Intelligence view to see the current signal definitions and the latest snapshots.
2. Review a scoring pass — read the score, the band, and the factors that drove it.
3. Sanity‑check against reality. Intelligence is a second opinion, not a verdict. Compare it with what you know about the account.
4. Apply judgment. If you agree a lead is hot, update its lead score by hand; if a deal looks at risk, log a task to address it. You stay in control of every change.
5. Keep the audit trail. Because every pass is stored as a reviewable snapshot, you can always see what was suggested and when.

A worked example

A deal‑risk pass flags the Prairie managed growth retainer as elevated risk. The factors it lists: the deal has been open a while, its last activity was several days ago, and it's still in Discovery despite a near close date. The suggested next best action: "Schedule a check‑in to confirm decision timeline." You review, agree, and create a task to book that call — a human decision informed by, but not dictated by, the model.

Tips

• Treat scores as prioritization, not truth. They help you decide where to spend time; you decide what's real.
• Read the factors. The why behind a score is more useful than the number itself.
• Keep your data clean. Better inputs (owners, consent, activity logging) produce better, more trustworthy signals.
• Use the audit trail in reviews. Snapshots make deal reviews and success check‑ins evidence‑based.

FAQ

Will intelligence change my contacts' lead scores automatically? No. Scoring runs as dry‑run snapshots that never mutate your live records. Any change to a record's score is one you make deliberately.

Do I have to use intelligence? No. It's an additive layer. Your CRM works fully without it.

Why isn't every signal populated yet? Signals draw on connected StretchSuite apps. As those connections are enabled for your organization, more signals light up — and the governed, advisory design ensures nothing acts on incomplete data.

Is intelligence available to everyone on my team? Running and viewing intelligence is access‑controlled, and any pass that would persist results is audited. Your administrator manages who can run and act on scoring.