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Home ยป The Power of Enriched CRM Data: Personalization, Targeting, Retention

The Power of Enriched CRM Data: Personalization, Targeting, Retention

The process of augmenting customer records in a company’s customer relationship management (CRM) system with supplementary information in order to render the records more comprehensive, precise, and valuable is referred to as CRM enrichment. Enrichment aims to improve the calibre of customer data in order to furnish sales, marketing, and service teams with a more exhaustive comprehension of every individual customer. This capability empowers organisations to tailor and enhance engagements in order to elevate customer contentment and financial outcomes.

Numerous methods exist by which organisations can augment their CRM data:

Companies can purchase demographic, firmographic, contact, and other data attributes from data providers in order to populate consumer profiles in the CRM with columns of data. This may involve appending information such as the industry, revenues, workforce size, utilised technologies, and other relevant details of the customer.

Employers can collect first-party data on interest, challenges, product/service utilisation, satisfaction, and other factors by conducting surveys and assessments or by directly surveying customers. This information is associated with the customer registration.

Incorporate behavioural data: To illustrate behavioural trends, CRM profiles can incorporate customer interaction data such as email opens/clicks, site visits and engagement metrics, event participation, and sales activity.

Social media data scrapers have the capability to extract valuable consumer insights from various platforms, including but not limited to Twitter, LinkedIn, Facebook, and others. These insights may consist of demographics, interests, opinions, and affiliations.

Supplementary firmographic information: Organisations have the ability to access additional firmographic data on their clients by utilising third-party business directories and databases. This can include corporate family structures, locations, financials, news articles, leadership transitions, and more.

Customer transaction history, purchase frequency, order value, purchased products and services, and channel usage data can be appended to CRM records in order to gain a deeper understanding of purchasing patterns.

Integrate marketing campaign data: To assess the efficacy of forthcoming campaigns and enhance their performance, CRM profiles can be attached to data pertaining to customer engagement and responses from various channels (e.g., email, mobile, social media, and the website).

The inclusion of support case data, which encompasses information such as product issues, complaints, resolutions, support satisfaction, and other service metrics, can significantly enhance comprehension of customer experiences.

Profiles can be augmented with relationship data, including information on key contacts, influencers, decision makers, project stakeholders, and specifics regarding connections with sales representatives, account managers, and customer service.

The enriched data generates comprehensive customer perspectives from all angles, offering companies the ability to hyper-personalize interactions with customers across various groups such as sales, marketing, services, and products. Generally, this results in enhanced customer retention and share of wallet, increased conversion rates at critical touchpoints, growth-driving growth via precise targeting and segmentation, and improved customer lifetime value. A crucial success factor for contemporary customer-centric organisations is the maintenance of complete, accurate, and current CRM data.