Do you have a complete picture of your customer?
One of the many benefits of a customer relationship management (CRM) system is that it gives you a complete picture of your customer along every step of their buyer’s journey. In other words, it creates a 360 view of your current and prospective customers. This contextual information is imperative to a successful sales experience in 2020 & beyond!
CRM systems like Salesforce and HubSpot allow you to view your customers’ data in individual profiles. This historical data syncs with your club’s customer management system and is called customer information management.
- A contact is created in your system when their first name, last name, and email address is known and validated.
- Their profile will be added to each time they have a digital interaction with your company’s website, email marketing, chat bot, or other synced platforms.
A 360 view uses this information to automate sales and marketing activities, predict customer behavior, and optimize your efforts for increased return.
Context on interactions
Each time a contact has a digital interaction with your business it is tracked in their profile within your CRM. Not only can you see when the interaction occurred and with whom, but you can also see detailed notes of their submissions. This context gives you a reference point and a conversation starter for the next transaction with a sales rep.
Opportunity to personalize
More customer data = more opportunities for targeted marketing! CRM systems have robust filtering capabilities that allow you to narrow down to the nitty-gritty. From last page viewed to upcoming birthdays, point-of-sale purchases and more—you can tailor your touchpoints based on concrete data from your customers’ history. Just don’t get creepy! 😉
Automate sales and marketing efforts
Another benefit of a 360 customer view is that helps you predict customer behavior and creates opportunities for you to automate sales and marketing activities. Create automated workflows based on customer form submissions, subscription types, and more. You will save your team valuable time while also creating a personalized experience for the customer.
Use data to create buyer personas
Once you have a foundation of customer information, you can use this data to create buyer personas. A buyer persona is “a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” Creating detailed personas of your customers allows you to easily target your campaigns and marketing efforts to their unique experiences.
If you don’t have a 360 view of your customers, you are missing out on valuable opportunities for conversation and reward! Contact twist to find out how you can improve your sales and marketing tactics with a customer relationship management platform.