Wouldn’t it be nice if customer data management was easier? Do you yearn for a world where your contact’s email, date of conversion, and who on your team last spoke to them were easily accessible?
If so, then you are not alone. Managing customer data can be a mess, especially if your business uses multiple apps.
However, keeping your customer data in order is easier than you think, even when it’s in a state of chaos. In this post, you’ll learn how to keep your customer data organized, clean, and up to date across all your apps.
In this post, we will cover:
Let’s dive in
What is Customer Data Management?
Customer data management (or CDM) is the process of collecting, organizing, analyzing and using customer data to improve customer experience. Data points can include behavioral information, such as how long a customer was on your site before making a purchase, and identity data, such as their name, email, and job title.
Benefits of Customer Data Management
Customer data is one of your organization’s most valuable assets, Intelligent customer data management will improve your customer experience and ultimately help your business grow and increase revenue. Check out the biggest benefits of customer data management below.
1. Better Customer Experience
Customers may interact with sales, marketing, support, admin or billing when dealing with your business. A well-implemented customer data management strategy makes all your customer data transparent to all departments, allowing you to personalize customer interactions at every touch point.
In 2020, 87% customers Realized that brands need to do more to deliver a consistent experience. CDM helps you do just that.
Depending on where you do business, compliance laws dictate how customer data must be collected and used. A wise customer data management strategy will ensure that you remain compliant and avoid heavy fines.
3. Eliminating data silos
Data silos are chunks of customer data that are controlled or visible only to one department or business unit. Managing customer data facilitates data transparency and access among all groups that need it. This benefits both the customer and your business.
4. Better Audience Targeting
A seamless customer data management process is sure to make your marketing department smile. With all your customer data organized in one place, your team can make better marketing decisions on ads and social media posts based on audience segments derived from your customer data.
5. Squeaky Clear Data
All of your internal teams benefit from setting a precedent for customer data management. Organizing the data your company frequently analyzes makes life easier for all of your departments and improves your bottom line.
where customer data resides
Customer data can be stored in many different apps, including but not limited to your:
If these systems are silent or disconnected, you risk inconsistent data and a poor customer experience.
for the most comfortable customer data managementYour apps should communicate data back and forth seamlessly.
Best practices for customer data management
1. Create a single view of your customers and prospects.
“The number one thing you can do to set your organization up for success when it comes to managing customer data is to strive toward a single view of your customers and prospects (i.e., one for each customer). single, to be the exact record),” says Duggan-Heard.
Even if you have information coming from many different apps, your team should strive to create one place where you can see an aggregation of this customer data. To do this, you may need to invest in technology, including a CRM, customer data platform or data management platform.
Duggan-Herd explains that implementing one of these solutions will allow you to “identify and resolve duplicate or incomplete records, and records with conflicting information.” It will be favorable of the time to implement new software with ease in data management.
2. Keep clean, accurate data in every app.
Your customer data is the sum of its parts. Therefore, it is important to keep the data fresh and reliable in each app. This means making sure all records are up to date, consistent across apps, and free of errors or duplicates.
Duggan-Herd suggests, “One tip for ensuring customer data accuracy is to validate records.” “A simple way to do this is to implement a captcha and a confirmed opt-in process.”
Managing customer data is a continuous process. You’ll need to perform regular quality checks to ensure that your data is spotless, giving your teams consistent access to valuable insights.
3. Use division for clear organization.
Segmenting your customer data is the process of dividing your customer data into segments using common characteristics. Proper customer data management makes it easy to create customer segments and start focusing on your customer personas.
using the contact management software or a CRM, you can store customer contact records with identifying information such as name, email, company, region, etc. You can also create custom fields that suit your business needs and allow you to create customer segments.
For example, using your customer data, you can create a customer segment for contacts in the US who signed up in the last six months. You can use this segmentation to target customers with personalized messaging that aligns with their needs and customer journey. Perhaps you want to message new customers in the US with a discount deal for a premium add-on. Proper CDM and segmentation make that dream a reality.
4. Sync data both ways.
Your apps should be communicating customer data back and forth. If your apps can’t sync customer data, you’ll end up with data silos, which you know we’re not fans of. Some software offers built-in integrations that connect different apps and allow them to share data, which is great.
If you have two apps that don’t share a native integration, you can look into trigger-action automation solutions such as Zapier, which acts as a middle man between the two apps. For example, you can set up a Zapier automation that is triggered when a new contact joins your email list. Zapier will create a new Contact in your CRM software with all the information collected from the email sign-up.
However, our preferred solution is two way sync, The two-way sync solution mirrors data between two apps and seamlessly updates customer data in one app when it is changed in the other. We like this solution because it minimizes the potential for data inconsistencies from integration glitches or Zapier triggers failing to fire.
two way sync The most reliable way to make your data easily accessible to all your teams across your entire app stack.
5. Keep it simple.
Keeping things simple is always a good idea, and customer data management is no exception. Here we mean
- Standardize data organization. Consolidate your data fields as much as possible. For example, having one property for “Industry” instead of overlapping properties for “Sector,” “Business Type,” and “Industry.”
- Decide what data to sync. Instead of syncing everything, find and sync the important, value-added data that provides the most insight for your teams.
- Create transparent processes and documents. To add, edit and view customer data to make life easier for you and your partners.
With two-way data sync between the apps that hold your customer data, you can give your team access to up-to-date and accurate customer data everywhere and deliver a five-star customer experience.
Managing Customer Data: Data Types
Managing customer data plays an important role in keeping your records clean and creating a positive, personalized customer experience. Here are the types of data to consider when crafting your CDM strategy.
Identity data includes characteristics that tell you who a customer is. This is usually information the customer submits to you via a form. which consists of:
- phone number.
- Date of birth.
- job title.
- Annual Income.
- marital status.
- website visit.
- Emails were opened.
- Customer Support Log.
- Time spent on page.
- Abandoned products in shopping cart.
Attribute data gives a more specific look into the characteristics of your customers. which consists of:
Behavioral data is collected from direct interactions with your customers through your website. Behavioral data is very important and can give insight into your customers’ needs without you explicitly telling them. This data often includes:
Create a customer data management strategy.
The amount of customer data available to you can be overwhelming. Rather than compiling each data point into one overwhelming and difficult-to-analyze pool, you’ll want to define which data points are most valuable to you.
When building your customer data management strategy, you’ll want to research which data is most important to improving customer engagement and internal analytics. Start by focusing your efforts on that.
Soon, you’ll be on your way to collecting — and using — clean, whole data.