Tag "CRM customer data"

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

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,... more

Don’t Rely on CRM as Your Single Source of Trusted Customer Data

Step 1: Determine if you have a customer data problem A statement I often hear from marketing and sales leaders unfamiliar with the concept of mastering customer data is, “My CRM application is our single source of trusted customer data.” They use CRM to onboard new customers, collecting addresses, phone numbers and email addresses. They... more