Everyone nowadays is thinking about how to prepare themselves for the social and economic downfall that has caused by the current global pandemic. Businesses have been hit drastically, precisely the ones that aren’t providing essential services. But they can’t let any health crisis sabotage their brand value and recognition. Hence, they are now bestowing hefty time on customer relationship management optimization. You all must have read about its benefit for SEO and the ultimate clients, but given below are certain tips and tricks on how to better verify, update, and perfect the garnered consumer data on CRM software during the lockdown.
The process of evaluating the data will sometimes require you to check the validity and other times, it will be all about discovering new data points to inform the persona of the customer. In an all, you will be focusing on improving your sales and marketing strategies relentlessly.
Removing the Redundant Record
Customers who haven’t opened any mail, visited the site, engaged with any of your digital assets, and answered any calls, make up for the criteria where you need to remove their records. The right tool will allay your workload by cleansing their data with ease. It would include canceling their accounts and information after a certain period of inactivity. Another effective way is to keep the database clean of unresponsive users and pull the report of unengaged records to display on any member’s dashboard for removal.
Cross-Verifying Duplicate, Invalid, Old, and Incomplete Data
Duplicate information appears due to importing, exporting, and merging process. False and improperly formatted data results in invalid facts and figures. While old information is known in most cases, incomplete assets mostly occur due to ineffective or erroneous marketing actions. By cross-verifying them, you will ensure a decrease in computational errors and time needed to produce results and an increase in the accuracy of data and representation of clients.
Segmenting Audience
Despite being hit by a coronavirus, CRM details must be segmented based on demography, geography, behavior, psychography, and firmographics. The procedure begins with the creation of custom properties, wherein you will label contacts based on the title, location, and interest in your business. Your team can then record the attitude and behavior of the consumers. Lastly, you will establish fields for last activity dates, purchase dates, and other related things to gauge the interest of people in your product and services.
Using Workflows in CRM
The case that is highlighted here is email marketing and email template sending, for which, you might have to configure new processes, steps, and messages. As you will review these processes, you will come across inconsistencies, dropped actions, and need for improvements. Having that revealed, a close inspection of specific triggers and conditions of these workflows and a comparison between them and the overall success of your processes will help you manage CRM like a pro.
Using CRM Tracking, Integrations, and Reports
Last but not the least, use tracking, integration, and reports to demonstrate ROIs. ROI analysis can be made simple if you hold an understanding of sales and marketing funnels to put in place goals and conversion costs. It is a bad idea to enable all the integrations available because it is not worth it. Evaluate which one is actually useful and in service of the business and avoid choosing the unwanted integrations. Reports are used by everyone in an organization; hence, keeping them sorted and simple, so the team can use them immediately is what the need of the hour.
While the current Covid-19 has given a pause to all your business activities, we say why not invest in customer relationship management. It’s never a bad idea to perfect and personalize your data and educate yourself on better evaluation and configuration techniques.