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Non-Compliance with Canada’s Anti-Spam Law Could Cost a Business up to $10 Million per Violation

Is your business maintaining compliance with Canada’s Anti-Spam Legislation (CASL)? If not, the penalty could be as high as $10 million for the most serious violations!

Even businesses outside of Canada can be affected by this law. According to, if a foreign company is sending commercial electronic messages to Canada, CASL applies. Electronic messages include email, SMS, social media or instant messages containing commercial or promotional information about your organization, products or services.

How can businesses ensure they are in full compliance with CASL?

  1. Obtain a consumer’s consent prior to sending commercial electronic messages.
  2. Properly identify yourself in the message.
  3. Provide a functional way for the recipient to unsubscribe from receiving future commercial messages.

OrangeCRM’s internal Message Service Provider is US and Canada SPAM compliant. Your company name and address, along with an unsubscribe link, are automatically included in all outgoing emails. Recipients who click on the unsubscribe link are immediately added to an email blacklist.

Since OrangeCRM systematically takes care of steps 2 and 3, all you need to worry about is making sure you have the proper consent.

For more details, please visit the FAQ page for businesses and organizations at

MasterCard’s New 2 Series BIN Initiative – Why It’s Important to be Compliant

Back in March we alerted merchants accepting MasterCard of the changes that are necessary to support the new 2 series Bank Identification Numbers (BINs) being released on October 14, 2016.

(To read that post, click the following link: Important Change for Merchants Accepting MasterCard – Don’t Get Slapped with Fines up to $25,000 Per Month!)

As a MasterCard mandated initiative, the credit card company will be monitoring 2 BIN acceptance rates and may impose non-compliance assessments to businesses that are unable to accept 2 BIN cards by the October deadline.

This BIN series will help to support the expanding payment industry and growing number of cardholders globally. Which means non-compliance can also result in a disruption to your business, along with the dissatisfaction of cardholders with a 2 series BIN who wish to do business with you, whose payments you are unable to accept.

With only 3 months remaining, it’s important for all industry stakeholders to take the needed actions to ensure your payment solution is equipped to recognize and process MasterCard 2 series BIN cards, if you haven’t already done so.

If you’re using OrangeCRM, you’ll have one less thing to worry about. Our software is already programmed to support the new MasterCard BINs.

Other systems that should be tested for compliance include point-of-sale (POS) terminals and payment processors/gateways used in both card present and card-not-present environments, such as web applications and online stores.

Manage Lead Payouts Based on Customer Billing Activity

Clear, accurate data is crucial in managing lead payouts. This is especially true since a number of factors can cause a lead’s status to change during the customer’s life cycle. OrangeCRM makes it easy to determine whether or not a lead is payable by giving you full control over when, why and how lead statuses are updated.

Manage when a lead’s status should be updated at the Fee Schedule level. This gives you the freedom to customize when a lead is to be considered payable or non-payable based on the payment cycle,  e.g. at the end of a trial period or during the first  continuity billing after the initial purchase.

Choose why a lead’s status is to be changed in the Fee Schedule Responses tab. Options include: Transaction Accepted, Transaction Declined, Transaction Error, Transaction Retry.

Finally, define how the lead will be updated by selecting the desired status for each of the options mentioned above.

Fee Schedule Responses - Set Lead Status

For more details, please visit our online help guide at


Increase Email Open Rates with Your Display Name

One of the first things recipients look at when deciding to open an email is whether or not they know who the sender is. If the message is from a company, chances are high that it will get marked as advertising and ultimately deleted.

How can you keep your marketing emails out of the dreaded Trash folder? One thing that may give you an advantage over competitors is the strategic use of an email display name. This allows you to control what appears in the From section. While browsing their inbox, consumers will see your display name instead of your company’s email address.

What makes an effective display name? That may vary based on the type of email being sent and who will be receiving it. When sending order confirmations, shipping notifications and the like to existing customers, a display name containing the company name or product name should be easily recognized.

For marketing emails being sent to leads or past customers, you may get better results if the message appears to be from an actual individual in your organization. This gives it a personal touch, which is much more likely to prompt recipients to read the message.

OrangeCRM makes it quick and easy to manage your display name on each outgoing email that is generated. Simply go to the Builder tab of the email fulfillment. In the Return Address field, enter your display name followed by your company’s return email address, enclosed in the less than (<) and greater than (>) signs.

Example: ABC Service <>

Email Fulfillment - Display Name in Return Address


OrangeCRM Reporting Tip: Don’t Name All of Your Children Bob

Let’s pretend that you have two children and your favorite name is Bob. Would you name both of your children Bob? Of course not! Why not? Because it would cause a lot of confusion.

The same is true with OrangeCRM reporting. Acquisition Centers are the children of a Program. If you have more than one Acquisition Center with the same name, even if they reside in different Programs, it can be difficult to differentiate between them in reports.

To avoid potential confusion, make it a rule to choose unique names that will allow you to easily identify which Acquisition Center you are reporting on – is it the one in Program A or the one in Program B?

How to Use OrangeCRM’s New Visual Editor to Improve Customer Fulfillments

As we discussed last week, OrangeCRM has a new functionality that allows you to add an unlimited number of custom fields on customer records. But what good would that data be if you couldn’t use it?

In order to give our clients the ability to include an infinite number of fields in fulfillments, we have released a new fulfillment house style layout called Visual Editor. Unlike the existing Generic Delimited layout that most of you are familiar with – which only allows a maximum of 50 fields – the Visual Editor gives you the flexibility to include as many fields as you’d like!

The Visual Editor is easy to use. Start by selecting the Fulfillment House Style, then go to the Builder tab. The default Field Layout that automatically appears is the Visual Editor.

Visual Editor - Builder Tab

Use the drop down menus to select the Character Set, Encapsulation and Delimiter options that are required for this fulfillment. Fields added to the Detail Rows section will automatically be inserted with the selections you have made.

If the fulfillment requires a Header Row, be sure to set that option to Enable before adding any fields from the Chooser drop down list.

Visual Editor - Options

Now use the Chooser menu to select a field and click the Add Field button. Repeat this process for each field you wish to add.

Custom Field - Fulfillment Builder Tab

Each time a new field is added to the fulfillment, the field tag will be inserted in the next available space in the Detail Rows section. If the Header Row is enabled, the field description will be inserted in the Header Row section.

Visual Editor - Header & Detail Rows

Tip: Most of the field labels in the Chooser menu are pretty self-explanatory. However, you can enable the Header Row to temporarily view the field descriptions as you add each field. If the fulfillment needs to have no header row, you can simply delete everything in the Header Row section and set the Header Row back to Disable after you have finished adding all of the fields.

To assist you even further, we have created a cheat sheet that provides a more detailed description of each field tag, including each field’s location in the CRM (Example: Address tab of customer record).

Click the following link to download the OrangeCRM Field Tags & Descriptions for Fulfillments PDF.

The Header Row, Detail Rows and Footer Row sections are all fully editable, which gives you the flexibility to type, copy, paste and delete as needed. This makes it quick and easy to add constant fields, as well as make corrections and updates.

For more information, please visit our online help guide at

Exciting New Feature Now Available in OrangeCRM

Realizing that each business has its own unique needs, we continuously strive to enhance the flexibility and customization that we provide in OrangeCRM. To that end, we release quarterly updates of the OrangeCRM software, which include new features and enhancements that are designed to enrich its functionality.

The latest version of OrangeCRM came with an exciting upgrade – there is no longer any limit to the number of custom fields that can be added to customer records! Not only are you able to record all of the order data you could possibly need, but you will also be able to use that data in customer fulfillments.

There are two methods that can be used to create an infinite number of custom fields: the OrangeSOAP order entry module and the OrangeCRM API. This means whether your orders are manually entered, or your orders are posted to the CRM directly from your website or shopping cart, you will be able to take advantage of this new enhancement.

For instructions on how to use the API to add and update custom fields on customer records, please see page 23 of the OrangeCRM API Specification PDF v3.73.

To create custom fields in the OrangeSOAP order entry module, follow the steps listed below.

Step 1: Add Custom Fields to an Offer

In the Customer tab of the offer, click the Add Custom Field Template button.

Custom Field - Offer Customer Tab

A box will pop up where you will enter the details for the custom field.

Custom Field - Add New Pop-Up

  • Field Label is where you enter the custom name you want to assign to this field. This is the field name that will appear on the order form and on the customer record.
  • Field Tag is auto-populated by the CRM and should be left alone. This is what will allow you to include the custom field in a fulfillment.
  • Field Type can be text, date, numeric or currency. Choose the appropriate option from the drop down menu.
  • Field Required is where you dictate whether this custom field is optional or required. If a required field is left blank, the order will not be allowed to be processed.

When you are done, click the Add Custom Field Template button. You should now see the newly created field listed at the bottom of the Customer Tab, in the Offer.

Custom Field - Offer Customer Tab2

Repeat the above steps for any additional custom fields that are needed on this offer.

Note: Custom Field Templates are used only when you need to record specific order details for which there is not already an existing field on the order form. Before creating a new custom field, please be sure to check all tabs in the order form to make sure that field doesn’t already exist (Example: Date of Birth is a default field that appears in Tab #1 of the order form for all offers). Duplicate fields will cause conflicts within the CRM, which will result in errors.

Step 2: Use the Clone Offer Feature

If you need to create multiple offers that require the same set of custom fields, use the Clone Offer feature as a time-saving shortcut. This eliminates the need to repeatedly add the same custom fields one-by-one on each offer.

Simply open an existing Offer and click on the Offer Menu, located in the upper left corner. Then select the Clone Offer option.

Clone Offer in Offer Menu

A box will pop up where you will enter the name of the new offer and select what you want to be cloned from the existing offer.

Clone Offer Pop-Up

Note: The Clone Offer feature is limited to the Program level. This means that you can’t clone an offer from one program to another program. You can only clone offers within the same program.

Step 3: Train Agents to Fill In Custom Fields on the Order Form

An Offer’s custom fields will appear in tab #4 of the order form.

Custom Field - Order Form Tab 4

If a required field is left blank, the order will not be allowed to be processed. A pop up message will direct the agent to fill in the required field(s).

Custom fields and their values will automatically be transferred from the order form to the customer record.

How to Find and Update Custom Fields on a Customer Record

Regardless of their source – either API or OrangeSOAP – all custom fields and their values can be found in the Details tab of the customer record, where they can be referenced and edited as needed.

Custom Field - Customer Details Tab

Use Custom Fields in Customer Fulfillments

If you wish to use any of your custom fields in customer fulfillments, simply go to the fulfillment Builder tab and use the Visual Editor layout to select a custom field tag from the drop down list. Then click the Add Field button.

Custom Field - Fulfillment Builder Tab

We are confident that this new functionality will enable you to provide your customers with even more personalized, targeted content in your interactions with them.

If you need further assistance, please visit our online help guide at

Q1 2016 OrangeCRM Enhancements

Aexxis LLC is pleased to announce the following enhancements now available in OrangeCRM:

  • You can now create an unlimited number of Custom Fields on customer records, using the Custom Field Template in the Customer Tab of an Offer or via API. For API support of custom fields, please see the CUSTFLD_ADD and CUSTFLD_UPDATE actions in the OrangeCRM API Specification PDF v3.73.
  • The Generic Delimited fulfillment layout has been upgraded to the Visual Editor layout, which allows an unlimited number of fields.
  • API and Fulfillment customer email messages now support a 3rd party carbon copy email address.
  • The API action CUST_COPY now accepts a new date of last process using the ‘q_cust_lastproc=’ field.
  • OrangeCRM now supports the v2 (JSON) gateway using the Merchant Bank API “CheckOutV2.”
  • The Acquisition Center – Lead Scrub tab – Lead Load Options now includes Customer Custom Field #6.
  • The fulfillment (RDC) now pulls the Policy Number from the fourth response field “restaurant code.”
  • Customer API Billing Plan and Billing Plan ID fields have been added to the SQL table.
  • Call Center and Call Center GUID have been added to the CUST_QUERY API action.
  • Optimal Payments transaction processing now accepts ACH and CAD payment types.
  • OrangeCRM now supports the custom fulfillment Paramount.
  • Revenue Shares may now be edited on a transaction using the TRANSACTION REVSHARE CHANGE event.
  • The OrangeCRM API actions TRAN_QUERY and CUST_TRAN_QUERY now return the field q_tran_cycle.

If you have any questions, please contact our technical support team at (770) 227-0036 Ext 1.

Strategies and Tactics for Retaining Continuity Customers – Part 3: Program Analysis

In Part 1 and Part 2 we discussed many specific ways to employ retention-driving tactics and eliminate retention killers. In this final portion of the series, we will cover how to determine which strategies are best suited for your unique continuity program, how to evaluate their impact after implementation and how to improve their effectiveness.

A critical factor in reaching and maintaining your customer retention goals is monitoring and analyzing results on an ongoing basis. Retention drivers and killers can be measured in lifetime value (LTV) increases and losses. Among the comprehensive set of reports provided by OrangeCRM’s analytics module, OrangeBI (Business Intelligence), you will find several reports that are specifically focused on providing insight into emerging trends within your club memberships.

Listed below are a few of the top continuity reports, along with an explanation of how each of them can be used to obtain key metrics that will reveal the best ways to spend your retention marketing dollars and will help you assess how to optimize your results.

Customer Lifespan by Program Report

This report will help you quickly identify trends in cancelations based on customer lifespan, i.e. the total number of days you are able to retain a customer before they cancel their membership. Knowing the point at which customers are canceling can be helpful in the application of strategically timed tactics designed to prevent cancelations just before the customer reaches that particular point in their lifespan.

Customer Lifespan Report

Use the last 3 columns in the report to determine the types of cancelations most received for the lifespans with the highest cancelation counts. Canceled by CSR indicates the customer requested the cancelation, whereas Canceled Non Payment refers to automatic system cancelation when a transaction is hard declined by the bank and no further billing attempts will be made. Suspended customers most often result from transactions that were soft declined and are in the process of being resubmitted to the bank, per the user-defined retry schedule.

Now that you are aware of the most common cancelation type, you can investigate further to discover the specific reasons for those cancelations. If your most common cancelation type is Canceled by CSR, use the CSR Event Activity report to view the cancelation reason dispositions chosen by CSRs within a given time frame. If your most common cancelation type is Canceled Non Payment or Suspended Customers, use the Declined Transactions report to see the decline reasons received from the bank for transactions in Declined, Error or Retried status.

Once you have isolated the customer lifespans with the highest number of cancelations, along with the most common reasons for cancelation, appropriate actions can be taken to address those particular problem areas and reduce the number of customers who drop out of the program at specific points in their lifespan.

Customer Cancelation by Date Report

The Customer Cancelation by Date report will help you quickly identify trends in cancelations based on customer cancelation dates (instead of customer lifespan).

Customer Cancelation Report

This report will also assist you in discerning what kind of retention drivers to implement by exposing the types of cancelations most received for the cancelation dates with the highest number of lost customers – which, in turn, will tell you which supplementary reports can be used to find the reasons behind those particular cancelations (as explained above for the Customer Lifespan report).

Being aware of when and why cancelation spikes occur enables you to make special efforts targeted at reducing the number of cancelations at those specific times of the month and/or year.

Return on Investment by Program Report

Once you have used the data to make a well informed decision on the appropriate retention strategies to implement, remember that it’s important to confirm that what you think is a retention driver truly is one by looking at its impact on the lifetime value (LTV) of your customers.

The Return on Investment report will reveal whether or not your retention-driving tactics and dollars are having a positive impact – based on the profit (income minus costs and refunds) of each payment cycle successfully paid by the customer.

Return on Investment Report

The two graphs at the top of the report allow you to quickly see which payment cycles have the highest and lowest profit margins (income vs. costs), as well as which payment cycles have the highest and lowest income (gross sales). The table below that provides additional data for each pay cycle, including: retention count, attrition percentage, a breakout of attrition counts by cancellation type, costs, refunds, and net income.

If the data reveals less than desirable results, you can use the Customer Retention report (discussed below) to pinpoint the exact billing cycles with the highest number of cancelations and identify what kind of adjustments are needed to make your retention campaign more effective.

Note: There is a difference between a payment cycle and a billing cycle. Payment cycles are based on transactions that are successfully paid by the customer. Billing cycles refer to the subsequent cycle after a successfully paid transaction, for which the customer may or may not ever successfully pay for prior to cancelation. To put it simply – payment cycles are based on received income, while billing cycles are based on anticipated income.

Customer Retention by Program Report

This report can be used to find areas where your retention strategies are not producing the desired results, and to uncover any new problem areas that need attention. It will show you which billing cycles have the highest attrition rates – based on the billing cycle the customer was in at the time of cancelation.

Customer Retention Report

The two graphs at the top of the report allow you to quickly see which billing cycles have the largest drop in customer counts and which billing cycles have the highest percentage of lost customers. The table below that provides additional data for each billing cycle, including: retention count, attrition percentage, a breakout of attrition counts by cancellation type, costs, refunds, and net sales (sales less refunds and chargebacks).

Knowing which billing cycles have the highest number of cancelations – as well as the resulting financial impact – enables you to focus your efforts in the appropriate areas and fine-tune your retention techniques on an ongoing basis, as you work toward reaching your customer lifetime value goals.

Now that we have reached the conclusion of this 3-part series, let’s summarize the main take-away. The tricks to retaining continuity customers are:

  • clear communication
  • understanding customer needs
  • letting customers retain a level of control
  • continually monitoring your program’s performance and
  • making changes as needed to optimize your results.

For more details on the reports mentioned in this article, and many other reports that are also centered around continuity metrics and are available in OrangeBI, please visit our online help guide at > OrangeCRM Help Guide > Reports.

Strategies and Tactics for Retaining Continuity Customers – Part 2: Retention Killers

Last week we discussed numerous practical ways to increase the number of retention-driving tactics in your continuity business – step number one in reaching your customer lifetime value goals – as recommended by president of direct marketing consulting company Altman Dedicated Direct, Shari Altman. This week we will cover step two: reduce or eliminate actions that are “retention killers”.

Retention Killer #1: Delayed Delivery of Product

 The biggest retention killer is slow or delayed delivery of the product or service ordered. Timing is critical, especially on the initial order. When customers don’t receive their order when expected, they may change their mind about wanting the product or even forget that they placed an order in the first place. It also gives them the impression that you don’t appreciate their business or value them as a customer. This leads to unnecessary customer service inquiries and cancellations, which can have a significantly negative impact on retention rates and turn profitability into a loss.

To minimize shipment delays in your continuity business, diligence in keeping on top of your future inventory needs is crucial. We recommend running OrangeCRM’s Billing Projections by Billing Plan report at least once a month to obtain a forecast of upcoming estimated customer billing for each bill plan. This will assist you in planning ahead, so you can ensure that inventory purchase orders are placed far enough in advance to maintain enough product in stock at all times.

Retention Killer #2: Poor Pricing Structure

The second biggest retention killer is a pricing structure that creates sticker shock on the first follow-up shipment. An example is offering an item for $1 when the customer signs up for continuity, then billing $50 for each future shipment. This doesn’t mean you can’t give a discount to acquire continuity customers – just be careful that the difference in price from the initial offer to follow-up shipments isn’t too dramatic. Otherwise, you will end up with cancellation requests from customers who simply can’t afford the higher price point or who feel a sense of unpleasant surprise, disappointment, even disgust over the price increase.

Use OrangeCRM’s customer billing tools to dynamically manage continuity pricing and make the necessary price adjustments until you’ve found the sweet spot where you get maximum retention for minimum cost.

Retention Killer #3: Lack of Flexibility

Even with the all of the best retention strategies in place, every continuity business will have customers who want to cancel out of the program. Companies with the highest retention rates listen to the reasons customers want to cancel and provide appropriate offers to address those reasons and give the customer a way to stay.

The key is flexibility. If shipments are coming too quickly, offer to reduce the frequency. If the price is too expensive, offer a discounted rate or a less expensive program. If shipments contain multiple items, consider offering variable combinations at different price points. If the customer can buy the parts they truly want and can afford, they are much more likely to stay. A strong cancel-save program that addresses these type of issues can be implemented with OrangeCRM’s Customer Salvage tools, which allow you to define rules and restrictions on what CSRs are allowed to offer in each scenario.

If giving discounts or changing programs for customers who want to cancel makes you nervous, remember that it’s always cheaper to retain continuity customers than to resell and reactivate them in the future. Determine what you can afford to give to retain a customer and then do it without hesitation. You will save your reactivation cost if you can retain these customers now. Also bear in mind that sometimes potential cancels can be saved by simply explaining how a product or program works and how to get the best results.

Retention Killer #4: Lack of Customer Appreciation

A sure-fire way to kill retention is to not appreciate someone’s business. Don’t forget to thank continuity customers for their business early and often. Continuity customers are golden – they are not average buyers. As long as you remember that and treat them with the respect and attention they deserve, they will reward you by sticking around and growing your profits. Suggestions of how to show continuity customers that you truly value them can be found in part one of this series, in the paragraph labeled “Give your customers strategically timed surprise gifts or bonuses”.

For instructions on how to use the OrangeCRM tools mentioned in this article, please visit our online help guide at Tune in next week for the final part in this series – Program Analysis.

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