Improve Customer Experience, Engagement by Improving Your CRM Data
As the old expression goes, "You never get a second chance to make a first impression." In today's world of immediate satisfaction or a lifetime of ridicule on social media, customers demand a smooth and seamless interaction with all touchpoints of your business. Whether they're calling in with a question or looking for a service online, the expectation is when they interact with your brand, you know who they are—or are at least relevant.
Fulfilling this charge would be easy if clients were stationary and still used landlines; but we all know better. According to the U.S. Census (opens as a PDF), from 2012 to 2013, 35.9 million Americans, or 11.7 percent of the population, moved to a different residence. Whether they change physical locations, a phone number or an email address, you're continually at risk of not having the most current customer data. To make matters even more complicated, consumers today use multiple devices and email addresses to interact with brands. It's challenging to offer a personalized experience and maximize customer relationships when you cannot identify who the user is.
Identity is only the first step in maximizing the customer experience and engagement. Once the customer has been identified, the right type of CRM data, if used correctly, will allow you to develop a holistic portrait of your consumer. From psychographic to behavioral, possessing authoritative and accurate data allows you to connect the dots and build a customer engagement process that allows them to connect to your brand.
Customer data that uniquely links all identifier information—phone, email, address, cookies—should be the standard; not a luxury.
Here are four characteristics of good CRM data practices, which allow you to boost customer engagement and your conversion rate:
1. Identify: Starting with a single identifier—phone number, email address, IP address—use a CRM system that allows you to identify who the customer is, how they're interacting with your brand and what their user profile looks like.
2. Good Data Quality: Good data allows you to fill in the blanks and connect names with contact information in real-time. You can confirm and augment landline and mobile phone numbers, email addresses, mailing addresses and other data to market with confidence and prioritize contact channels. Good data also allows you to mitigate risk by avoiding costly TCPA lawsuits if you are not allowed to contact customers on their cell phones.
3. Target: Within 24 hours, a robust CRM system can identify, qualify and target "non-converting" prospects through effective, targeted marketing activities such as: email, social media, direct mail and display ads. With proper targeting, you'll be able to deliver offers to your most interested prospects at the right time, through the right channels.
4. Automation in Real-Time: Real-time automation enables organizations to implement an operational intelligence that improves strategies for enhanced CRM activities. Real-time automation also speeds up the internal processes without additional assistance, and reduces the risk for human error.
Whether your organization possesses this CRM data or you have to buy it, the four aforementioned characteristics are vital to providing a holistic picture of your customer, and potentially identifying those who should be.
As consumers continue to cut the cord and live increasingly transient lives, the challenge to keep updated records will only increase in complexity. But with the right CRM system and real-time data in place, businesses can capitalize on all touchpoints to deliver a customer experience that is accurate, engaging and worthy of posting on social media.