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Best Practices to manage customer data

Aryan Trip
Aryan Trip,RevOps Mechanic Clientell
7 mins read
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Have you ever wondered what do companies do with the information that they survey during the logging in process? Why does Spotify ask you for your recommendations or why do you need to fill out a short survey before unlocking the answer to your question on an educational platform? The sole purpose of these surveys and forms is to collect user information. Lets understand the need of data and its impact on the market.

What Is Customer Data Management?

In order to provide large enterprises with quick and effective access to customer data, CDM embraces a variety of software or cloud computing technologies. Instead of being stored in different departments, surveys and data can be centralized and easily accessible throughout a corporation. Customer data management (CDM) includes gathering, analyzing, organizing, reporting, and disseminating customer data within a business. If companies want to keep and gain more customers, they must have a clear grasp of what those customers require. Effective CDM solutions give businesses the tools they need to respond quickly to consumer complaints and get fast feedback. As a result, customer satisfaction and retention might significantly increase.

Ways of managing customer data?

Protect the data

With the advancement of technology, more and more of customers data is transmitted online. Businesses must protect this information from unauthorized parties. According to an IBM report the average data breach cost USD 4.24 million in 2021. Using platforms with robust security features can help you boost your cybersecurity. You should also make sure you have backup systems in place so that business can continue as usual in case of an emergency.

Gather information ethically

Building relationships with your leads and clients requires a lot of trust. Being open and honest about your data gathering practices is the greatest approach to gain trust. At best, it is a breach of trust to keep them in the dark about the data you are gathering; at worst, it is unethical. Here are a few ways to ethically gain customer data: Keep the survey simple and to the point Allow customers to choose whether or not to provide important data Display the privacy policies before submission of the survey.

Do not ask for unnecessary data

Making a strategic decision on what data to collect is necessary. You must have a reason for collecting the customer data. Decide what information you actually require otherwise the extra data just hinders and delays the decision-making process. Reducing redundant information is achieved by using a methodical, open approach to data acquisition. You can shorten the procedures if you simply collect the data that your company actually needs to close the sale. Lower expenses and an improvement to your overall finances can result from a more organised sales process.

Invest in CRM software

These tools are made to gather and organize crucial information securely and efficiently. They can also offer data-based segmented customer insights, which are a terrific method to spot areas in need of improvement. Benefits of CRM:

  1. Your data is centralized in one location.
  2. You can keep tabs on client interactions. 3.You have a unified view of the customer.

Centralize data storage

Your marketing, sales, and customer care teams can only use their individual tools and resources, when data storage is fragmented. Having centralized data helps employees to offer seamless client support. This approach helps close the gap between the 55 percent of customers who believe organizations fall short of providing consistent cross-departmental contacts and the 62 percent of customers who demand these interactions.

Keep regular backups

A data backup and recovery strategy are crucial. In case there is a problem with your system, you should keep a well secured backup of all your customer data. You can safeguard your clients and your company if you take care to choose a reliable fail-safe. A proper backup secures consumer data and establishes your company as a trustworthy partner.

Maintain/Update data

Information that is outdated or inaccurate can damage client confidence and cost your company money. Make sure to routinely examine and eliminate unused information, duplicate records, and inactive contacts to maintain the quality of your data. Tools for automated data validation can aid in this process as well.

Train your team

Big ideas on how to gather and safeguard customer data are meaningless if your team is unable to put them to use. Spend time on education and training so that your staff members are capable of handling and interpreting data. In the long run, your company benefits from developing a data-driven culture. For instance, following standardized data entry methods can improve data quality, and being aware of potential security risks can assist assure data protection.

Work Within Specified Data Laws

Due to the sensitive nature of data being managed, many industries, like healthcare and financial services, are subject to strict rules. It's crucial that you are aware of the rules that apply to your specific industry. Make sure you provide an easy mechanism for website users to consent to supplying data, examine the data you have on them, and request that their data be removed, regardless of the unique rules that may apply to your organization.

Turning data into actionable commercial insights

What is the point of collection of this gigantic data if the company can’t find ways to incorporate these insights to gain competitive advantage. Here are some of the ways to tackle this problem:

Integrating information from several customer engagement tools to aid in salesperson coaching and direction The information used by the modern selling engine to support selling decisions, priorities, and presentations comes from a variety of channels, systems, and touchpoints. In a number of revenue-enabling systems, such as CRM, Exchange (email and calendar), content management, marketing automation, websites, social media, and customer engagement management systems, the majority of firms are sitting on top of substantial volumes of customer engagement data. Businesses with a competitive advantage are those who can gather and combine customer data, turn it into commercial insights, and then automate cross-functional sales, marketing, and service workflows.

  • Augmenting CRM profiles with customer behavior data
    Instead of storing data in separate engagement, enablement, training, and marketing systems, sales enablement teams are using systems that can combine data from numerous touch points, channels, and media interactions into a system of record that stores a common customer profile. The finest of these solutions can automatically and instantly complement CRM systems by syncing customer engagement and seller activity data without data entry by reps, ensuring data accuracy and process consistency.

  • Giving real-time, directive advice to front-line sellers
    The majority of firms continue to underuse analytics in front-line selling. Only half of sales representatives have access to the data they require. To prioritize and qualify leads, only a third of companies are employing analytics. AI makes sure crucial information for decision-making, coaching, and prioritizing swiftly reaches sellers at the edge of businesses who must act quickly and engage consumers with the appropriate messaging, solutions, and timing.

  • Coaching at scale as a learning and development process
    A real-time, closed-loop information flow can be produced by the ability to record sales interactions and compare them to selling outcomes and best practices through integration with CRM, training, and enablement systems. This enables a sales manager to actively oversee and coach a greater number of salespeople and be there for crucial conversational moments like typical objections, competitive mentions, or attrition signals.

  • The loop of seller, performance, training and customer experience
    Advanced analytics are being used by sales leaders to create new metrics that more truly reflect the level of teamwork, enthusiasm, and customer experience that teams are fostering within accounts. To track the behaviors and activities that define team success, they are using sales analytics solutions. They are also stepping up to cutting-edge data-driven customer engagement measures and incentives linked to opportunity potential, account health, and seller performance.

Learning how to manage the data and actually doing it are two very diffrent things. There is no point in reading even 1000 articles if they are not followed by actions. Check Tracktable, Clientell's free app which is aimed to improve daily sales tasks like nothing before.

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