How Can You Deliver Great Customer Experiences with Bad Customer Data in CRM?

Great customer experiences start with great data about customer preferences that can be securely managed and shared
Great customer experiences start with great data about customer preferences that can be securely managed and shared

When my friend stayed at a Hyatt Hotel, he told them he was allergic to down and preferred foam pillows. Now when he stays at any of their 500 properties around the globe, they make sure foam pillows are in his room.

Hyatt’s competitive differentiation comes from knowing their customers better than their competitors. So, they manage customer data like a strategic asset. They make sure their customer data is clean, consistent and connected and securely managed and shared on an ongoing basis. Then they fuel their CRM system, and other systems used by customer-facing employees, with this great customer data.

This investment in customer data empowers Hyatt employees to serve customers better and build brand loyalty. To learn more about how Hyatt Hotels & Resorts is leveraging great customer data to deliver great customer experiences, check out this article Argyle Journal.

Now let’s focus on your customer data. Ask yourself, these questions:

  • Is our customer data clean?
  • Is our customer data consistent across systems?
  • Do our customer-facing teams have access to the total customer relationship across products, channels and touch points? Or is our customer data disconnected? Does other important customer data such as household relationships or products owned live in other system silos?

Customer data is the lifeblood of your CRM system and all your customer experience initiatives. Data that is inaccurate, incomplete, inconsistent, outdated and disconnected can become a massive roadblock to your customer experience initiatives and create serious operational inefficiencies.

Don’t let information silos and bad customer data hold you back. Without clean, consistent and connected customer information, your CRM will fail to live up to its potential.

Are you attending the Gartner Customer 360 Summit this week in San Diego?

If so, here’s how you can learn more about how Informatica can help your team deliver great customer experiences with great customer data. So you can feel confident that you’re customer ready.

  •  Come to Gartner Customer 360 Summit booth #315 in the Indigo Ballroom to talk to me and our data experts.
  • Pick up a copy of this new infographic we’re launching at the event with valuable stats: Great Customer Experiences Start with Great Customer Data
  • Join me on Wednesday, September 9 at 7:30 am for the 60 Second Solution Snap Shot Session in room Sapphire A. Hear about how great customer experiences start with great customer data.
Attending Gartner Customer 360 Summit 2015? Come talk to our data experts at booth #315.
Attending Gartner Customer 360 Summit 2015? Come talk to our data experts at booth #315.
  • I’ll also be attending these “Understanding Your Customer” track sessions and hope to meet you there.
    • Wednesday, September 9

      • 10:00am Optimizing Social for CRM With Master Data Management
        (Bill O’Kane & Jenny Sussin)
      •  11:00am Why You Need a Single View of the Customer – and Why MDM Is Only Part of the Solution (Bill O’Kane)
      • 2:30pm Methods for Monetizing Customer Insights
        (Douglas Laney)
      • 4:30pm Driving Customer Analytics With Big Data Technology
        (Gareth Herschel & Bill O’Kane)
    • Thursday, September 10

      • 11:45am Planning for the Customer Experience of 2020
        (Gene Alvarez – Designing the customer experience track)
      • 2:30pm MDM Is Critical for CRM Optimization
        (Kimberly Collins & Bill O’Kane)
    • Friday, September 11

      • 9:15am Integrated Marketing Technology Drives Improved Customer Engagement (Kimberly Collins)

Follow the conversation “great customer experiences start with great data” on twitter #GartnerCRM and follow me @jakkigeiger

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