Tag Archives: customer information
Lockton is the world’s largest private insurance broker. Their goal is to achieve 95% client retention. The company, which operates in 60 countries, successfully adopted Salesforce to empower 4,450 associates to continually improve cross-sell and up-sell to existing clients.
To succeed, the director of operations at Lockton knew that the associates need to know who their customers and prospects are and which products and services they already have. When he investigated, he found several customer information gaps in Salesforce.
Below are five customer information gaps in Salesforce CRM that can impact sales:
Gap #1: Which customer record can I trust?
Before reaching out to a customer (let’s use fictitious client Mark Niles), the sales rep needs to access Mark’s contact information in Salesforce. Chances are Mark Niles’ customer information is spread across multiple duplicate lead, account and opportunity records with inaccuracies, inconsistencies and incomplete information. For example, potentially four records exist in Salesforce for one customer 1) Mark Niles 2) Marc Niles 3) M. Niles 4) Mark. The customer information gap becomes worse when a company has multiple Salesforce orgs. Sales dilemma: Which Salesforce customer record can I trust and update?
Gap#2: Which products and services does my customer already have?
Before a sales rep can identify which product or service to offer Mark Niles, she needs to know which ones Mark already has and if he has any outstanding issues. Chances are Mark Niles’ product information is stored in enterprise systems such as SAP, Oracle or JD Edwards ERP, customer support systems and maybe cloud applications such as NetSuite and Eloqua that are not integrated with Salesforce. Sales dilemma: Why can’t I access all relevant customer information from my Salesforce customer record?
Gap #3: What is impacting my customer right now?
Sales reps want to be up-to-date before reaching out to customers. They may need to go outside of Salesforce to get information such as credit scores and news announcements that may impact the timing of customer contact and the conversation. Sales dilemma: Why can’t relevant third-party data be included in my Salesforce customer record? (more…)
One of the hottest areas of master data management (MDM) is using high quality master data to drive revenue by supporting sales and channel operations. Informatica customers have racked up some terrific successes using MDM to generate a single, reliable view of customer and account information—and here’s a key reason why.
With Informatica MDM and Informatica Data Quality, sales and channel personnel gain hands-on control of customer data, product data and channel partner data and the relationships between this data. Those customer-facing teams no longer need to spend most of their time hunting for information in the CRM system, SFA system, billing system, partner management and other systems and reconciling it in spreadsheets. And they don’t need to wait on IT to round up and deliver the data they need right away.
If you’re wondering how this works, check out our six-minute how-to demo on MDM for customer account and channel partner management. This new demo offers a practical, step-by-step walk-through of how a sales, marketing and channel operations personnel can evolve from trying to sort through the clutter of contradictory data from multiple systems to leveraging a single, actionable customer account data set that powers a 360-degree customer view in their CRM system so they can improve customer acquisition and retention.
Retailers have long recognized the value of a single customer view, but the emergence of multichannel research and shopping has made achieving that ideal more difficult. Today’s consumers hopscotch across online, in-store, call center, social media, mobile, and other channels—how can retailers keep up?
If you have a single view of your retail customer, you can assess channel buying preferences and tailor marketing accordingly. You can deliver the personalized and consistent experience that discriminating consumers expect across all touchpoints. And you can take advantage of the unique cross-sell and up-sell opportunities that multichannel environments offer.
For instance, if Jane buys a $2,000 leather couch in a store and you can match her information to the email address she registered three months earlier at your Web site, you’re in a great position to pitch matching pillows with a personalized email.
But, as outlined in a new Informatica executive brief, siloed data systems for point of sale (POS), e-commerce, call centers, and more make it difficult for retailers to achieve a single customer view. The brief includes survey results from a leading research organization, including the following statistics:
- 92 percent of retailers don’t integrate customer data from all channels
- 68 percent of companies cite improving customer data integration as a top priority for 2010
- Less than 25 percent of retailers extend personalized loyalty programs across all channels