1. Capture the source and the request
Record the source when it is available, the product or service the person asked about and the preferred next step. Collect only the information your team needs to respond.
2. Assign an owner quickly
Define who owns new enquiries and what happens when that person is unavailable. Use round-robin or team-based assignment only if it fits your staffing and escalation process.
3. Qualify with a few useful questions
Ask the minimum questions needed to route the enquiry. Avoid turning the first message into a long form. Offer a human hand-off when the question is complex or sensitive.
4. Record the next action
Every open lead should have a next step: answer a question, send requested information, arrange a call or close the record with a reason. Use reminders so the process does not depend on memory.
5. Review quality, not only volume
Review response time, qualification rate, stage movement and recorded outcomes. Compare campaigns only when spend and conversion data use consistent definitions and attribution windows.
A simple process to start with
Capture → assign → respond → qualify → set a next step → record the outcome. Test the workflow with a small team, review missed hand-offs weekly and refine the steps before adding more automation.