Customer Relationship Management| Tips for Success

Customer Relationship Management

Data-driven marketers recognize that great customer experiences start with a view across the total customer relationship. They are pushing their organizations towards data-driven strategies, and starting to see results.  They understand that achieving a total customer relationship goes way beyond implementing CRM.  They are advocates for pulling together fragmented customer data from across system silos and 3rd party, social or other external data sources to create trusted customer profiles.  And they are beginning to connect the dots between the people, places and things that matter most to their organizations, so they can begin delivering on customer-centric strategies.

Data-driven marketers recognize that great customer experiences start with a view across the total customer relationship. They are pushing their organizations towards data-driven strategies, and starting to see results. They understand that achieving a total customer relationship goes way beyond implementing CRM. They are advocates for pulling together fragmented customer data from across system silos and 3rd party, social or other external data sources to create trusted customer profiles. And they are beginning to connect the dots between the people, places and things that matter most to their organizations, so they can begin delivering on customer-centric strategies.

Customer Relationship But there is no question that building a total customer relationship is a journey, and it doesn’t happen overnight. The marketers that we work with are in different places within this journey. Some have just started, and are looking at improving the overall quality of their data as their first step. Others opt to start by bringing together the critical data components, and then quickly realize that their data needs a little (ok, usually a lot) of cleaning up in order to be truly insightful. Still others have adopted analytics practices as their first step, but also quickly realize that their data isn’t in great shape in the first place, so their analytics are suboptimal, or worse yet, flawed.

The total customer relationship journey is worth it! Just ask Citrix who increased operational efficiency by 20%, by improving their total customer relationship and reducing duplicate records and ad-hoc data quality projects. Or ask Hyatt Hotels & Resorts who increased revenue by 60% year-over-year in their up-sell/cross sell programs in the Americas, and worldwide increased revenue from loyalty members by 19.6%. Or ask Nordstrom who achieved 30%+ increase in eCommerce sales, using a total customer relationship to create a personalized, inspiring, integrated and relationship-oriented experience.

Many of our customers ask, where should we start? The answer… it depends! It depends on your corporate goals, what technologies and processes you currently have in place. It depends on your timeline, and the timelines of your colleagues in other departments. But don’t worry, we can help guide you based on these, and a million other factors.

The Low Hanging FruitHowever, many of our customers have discovered a fast track to breaking down barriers within their organizations to expedite their journey towards the coveted total customer relationship…  a “quick win” that helps them prove out their expertise and foresight.  The low hanging fruit!

The secret? Improve the quality of your email, phone number, and physical address contact data! It’s incredibly easy – quite literally a 5 minute process and almost certainly will easily fit within even the tightest marketing budgets. You don’t need IT’s help or lengthy project implementation cycles. A few quick steps and you can verify and correct email and physical addresses, and ensure your customers are reachable so you can effectively market to them. And in the process, make sure you’re staying off of spam black lists.

Don’t believe me? RingCentral, an Informatica Data as a Service customer, took this quick and easy step and now reliably reaches up to 15% more customers. When asked about their success with this approach, their Manager of Ecommerce Marketing explained, “when you have bad data, you don’t have as much control over the success of your marketing efforts. Verifying my email contact lists with Inofrmatica keeps my sender reputation up high.”

So if you’re looking for that low hanging fruit that can help you look like a hero in your organization, I encourage you to check out the Informatica Data as a Service Demo right now – no seriously, go there now, watch it, and sign up for your free trial! It’s the easiest, quickest way to make a big impact that you’ll make all year!

Learn About the Informatica Total Customer Relationship Solution
Get Going Now!Read the Ebook: Mastering the Chaos of Customer Experience to find out what you can do about it.
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Listen to the Webinar Achieving Total Customer Relationship Goals with Data Enrichment – featuring Dun & Bradstreet
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Webinar: First Niagara Financial Group Invests in the Customer Experience with Customer360

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