CRM

Overview

Purple’s CRM bridges the gap between physical visits and digital engagement by automatically converting guest WiFi connections into enriched, unified visitor records. This powerful tool empowers businesses to capture valuable first-party data and gain a detailed understanding of user demographics and preferences.

It allows you to organise your database using custom properties, behavioural tagging, and CSV imports for advanced segmentation. Track complete customer behaviour through an activity timeline, such as exactly when a visitor joined the guest WiFi or engaged with a campaign, giving you the insights needed to turn a one-time visitor into a loyal, repeat customer.

For information regarding the records created when guests connect to your WiFi, please refer to WiFi Visitors.

CRM Dashboard

The CRM dashboard is your command center for a high-level overview of your customer database. Designed to provide instant clarity, it surfaces the most critical metrics so you can understand your audience growth, segments, and recent activities at a glance.

• Customer totals: Shows the total number of customers within CRM, as well as the customers new to the system this month.
• Customer segments: Provides a breakdown of all segments created by the customer and how many customers belong in each.
• Quick actions: Provides shortcuts to key areas of the platform, such as adding a new customer, managing segments, or importing new customers.
   

Customers Page

Manually add, edit and delete contacts by navigating to the Customers tab in CRM. Whether you want to add contacts to your existing data or edit their details. These records are searchable by text or can be filtered by segment or tag.


 

Add a new customer:

• Required fields: Email Address
• Click Create Customer and a success toast will appear, or if required fields are missing/incorrect an error toast will display.
• The customer will now appear in the CRM database.

Removing a customer:

• Customers > Delete customer
• Unsubscribe, permanently delete, archive, or suppress/ban a customer from your database.

Segmentation

Build and customize segments in CRM to group your audience based on conditions of your choosing. With all default and custom properties at your disposal, you can create powerful segments which will automatically update with your contacts that meet the segment criteria.
 

• View all your custom segments, the total number of contacts belonging to that segment, and the number of email subscribers.
• Click View to see all customers belonging to that segment.
• Click the edit icon to amend the name, colour, description, or conditions within the segment.
• Delete segments by clicking the delete icon.

Creating a segment:

• Segmentation > New Segment
• Create a new custom segment in your CRM to filter your customers by behavioural and informational criteria.

New segment form:

• Required fields: Segment Name, Condition
• Non-required fields: Colour, Description.
• The custom properties in your CRM will appear as conditions when building segments.
• Click Create segment and a success toast will appear, or an error toast will appear if there are missing/incorrect fields.

• The segment will automatically calculate and update with customers meeting the criteria defined.

  

  

Analytics

The Customer Analytics tab provides comprehensive insights into customer behavior and business performance. This page is designed to help you visualize your audience's evolution over time, allowing you to move beyond raw data to understand the long-term trends driving your growth.

Analytics page:

• View the total number of contacts in your CRM database, as well as the contacts new to CRM this month. These analytics are also accompanied by trends vs the previous month.
• A time series has also been implemented to show fluctuations in the number of contacts within CRM over time.

• Finally, a breakdown of customer segments and the contacts within them.

  

Integration

Map your Purple guest wifi and CRM properties to unlock seamless data flow. You can also map your custom fields from Purple guest wifi to start building powerful custom segments.

How to map your properties:

• Currently, the Purple Portal webhook will be the only data connection we offer, allowing every WiFi login to manifest into a CRM record

• Splash page fields can also be mapped to CRM properties, so that every piece of data is being captured properly
• CRM properties have to be created manually in CRM first before mapping to splash page fields

Once you have configured your Purple webhook, the CRM will begin populating with contacts as and when they login to your guest wifi.

Settings

Amplify your contact data with custom properties. By creating custom properties,
you can add more information to your existing and future contacts, as well as use them to construct segments. Want your custom properties to automatically populate with data? Include the property as a required custom field on your guest WiFi splash page and map them via the configuration mapping tool.

General settings:

• Business information: The fields here will be used to populate the footers within a customer’s email marketing campaign.
• Required fields: Business Name, Website, Customer email, Contact Telephone, Default email campaign from address, Default email campaign from name, Privacy policy URL, Address, City, Postcode
• Non-required fields: Address line 2
• Localization: Asks customers for timezone and currency.
• Data retention: Asks customers how long they’d like to store contact data for.

Properties:

• Properties are fields which can be created and customized to the customer’s preference. Customers can create new properties to learn more about their CRM contacts, and use these properties to build unique segments and variables in their email templates
• For new CRM/Marketing customers, the following properties are automatically available: Email address, First Name, Last Name, Phone, Address, City, Postcode, Twitter URL, LinkedIn URL, Preferred Contact Method, DoB, Gender, Age, Lifetime Value, Last Visited
• Properties can be organised into custom groups, such as contact information, Social media information, or preferences

New custom property form:

• Go to the group you’d like to add a custom property within and click Add Property
• Required fields: Property Name, Display Label
• Non-required fields: Description
• Properties can also be made required, visible on forms and tables, whether they’re searchable/sortable, or active
• Only custom properties can be deleted from the system
• Property Type cannot be updated once created

Import & Export:

• Import: Download the .CSV import template containing the properties from Purple CRM/Marketing, replace the example rows, save as .CSV and import your contacts
• Export: Export a .CSV file of all contacts and relevant information

After selecting the import file, users will be presented with a modal where they can select the type of behaviour they want to enforce with their duplicate contacts.

• Skip: This will continue with the import and skip/ignore duplicate email addresses
• Error: This will flag the import file as an error when duplicate email addresses are found
• Update: This will update existing contacts in the system with non-empty values
• Apply tags: Users can either select an existing tag to apply to the import file, or create a new one by typing within the field

Once the import file has concluded, a summary of which records were successfully imported, skipped, updated, or failed will be displayed within the View results section in import history.
 

• An audit of the user’s decision around duplicate handling is displayed within the summary, alongside documented issues within the file.
• Users can download the skipped and failed rows file to re-upload once the necessary changes have been made.