How to Use and Adjust Quality Scores in CRM Contacts

CRM Contact Quality Scores

Every contact in your CRM now features a Quality Score, a dynamic value from 0 to 100 that helps you instantly identify your most valuable opportunities. This score is automatically calculated based on real-time data and trackable actions, allowing your team to focus on high-intent leads without manual effort.

Info
Note: This feature is available to all users on any plan with the CRM app.

Key Benefits

  1. Precision Targeting & Upselling: Quickly identify high-scoring contacts to trigger exclusive offers or referral campaigns for repeat customers.
  2. Quality-Driven Lead Attribution: Compare average scores by source (e.g., Google, Facebook) to shift your budget toward channels delivering high-intent leads.
  3. Smart Automated Workflows: Use the score as a decision layer to trigger sales notifications, re-engagement emails, or nurture sequences automatically.
  4. Proactive Churn Prevention: Monitor the score distribution to spot drifting contacts early, enabling intervention before revenue drops.

How the Score is Calculated

The system automatically updates a contact's score as their data changes. It is built off specific trackable actions, including:
  1. Contact Information: Name (+5), Email (+5), and Phone Number (+10).
  2. Marketing Data: Presence of UTM data (+10).
  3. Engagement: Call recordings lasting 60 seconds or longer (+20).
  4. Lead Status: Contacts marked as "Warm" or "Hot" Lead status receive a significant boost (+60).

Score Ranges:
  1. 0-30 (Low): Gray indicator; target for nurture or re-engagement.
  2. 31-75 (Medium): Yellow indicator; active prospects.
  3. 76-100 (High): Green indicator; top-tier leads and loyal customers.
The score will cap at 100 regardless of the sum of all applicable actions exceeding that value.

How to Use Quality Scores

  1. Open the CRM app, go to the Contacts tab.

  2. Select a contact to view their score profile.

  3. Update a contact's profile under Contact Info and Details with new information.

  4. Refresh the page to see the recalculated score.

  5. If you disagree with a system-generated score, you can manually adjust the slider to a new value.  

    • Once a score is manually set, it will remain at that value even as background data changes.

    • To return to the system-calculated value, simply click "Reset to System Score".


FAQs

I am not seeing this feature for my contacts. What should I do? 
Please submit a ticket to Marketing 360’s support team. They will be able to resolve this issue within your account.

How often is the Quality Score updated?
The score is dynamic! It recalculates automatically whenever contact data changes (e.g., a phone number is added, a call recording is processed, or a lead status is updated). If you make a change and don't see the new score immediately, simply refresh the page.

What is the highest possible score a contact can get?
The score is capped at 100. Even if a contact performs every trackable action available, the score will not exceed this limit.

Do I have to manually calculate these scores?
No. By default, the system handles all calculations in the background based on real-time data and trackable actions. No manual monitoring is required.

Why did a contact's score drop?
Scores are tied to the current data in the CRM. If a lead status is changed from "Hot" back to a neutral status, or if contact information is removed, the score will recalculate and decrease accordingly.

Can I change a score if I think the system is wrong?
Yes. You can manually override a score by using the slider within the contact's profile. This is useful if you know a lead is important, but they haven't performed enough trackable actions yet.

How do I go back to the system-calculated score?
If a manual score is active, a "Reset to Automatic" option will appear. Clicking this will instantly restore the score to the system-calculated value.

Operational Solutions for Business Owners

The Challenge: You only realize a customer has left after your revenue drops.
  1. The Solution: Proactive Churn Prevention. By monitoring for contacts "drifting" into the 0–30 range, you can launch a re-engagement promotion or check-in email to fix the relationship before they disappear entirely.

The Challenge: You don't have a clear "pulse" on whether your lead quality is improving or declining over time.
  1. The Solution: CRM Health Snapshots. View your score distribution to see exactly how many high, average, and low-quality contacts you have. It’s an instant report card on whether you’re successfully maintaining a healthy, active database.

The Challenge: Sometimes the data doesn't tell the whole story, and you need to prioritize a specific lead regardless of their automated score.
  1. The Solution: Manual Override Flexibility. You have the final say. If you know a lead is a major opportunity, manually raise the score to ensure they get VIP treatment. If things change, you can reset it to "Automatic" with one click.

Strategic Solutions for Marketing & Growth

The Challenge: You’re spending money on campaigns that bring in a lot of leads, but many are "junk" or never convert.
  1. The Solution: Use the Quality-Driven Lead Attribution feature. By comparing average Quality Scores across sources (Google, FB, Referrals), you can stop chasing volume and shift your budget toward the specific channels producing high-intent leads.

The Challenge: You want to run loyalty or referral programs, but don't have the time to manually tag and segment your best customers.
  1. The Solution: Build High-Value Campaigns targeting only those with a score of 76+. The system identifies your "VIPs" automatically, allowing you to offer early access or special rewards to those most likely to buy again.

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