Customer Data Management: how to use it to improve the experience?

Faced with such a complex scenario, companies are betting on customer experience to stand out from the competition. For this to be possible, efficiently, managing customer data is essential, with additional technological resources that make all the difference.

By having software focused on centralizing data and processing it with the aim of generating insights, personalized actions are implemented and create a relationship of trust with the consumer.

Only then will it be possible to have a market perspective, based on reaching the customer at the right time. Want to know more? Let’s talk about customer data management. Follow along!

Understand the importance of data management

When talking about customer experience, it is necessary to understand that delivering quality goes far beyond having an efficient service and competitive prices. This process, in fact, consists of maintaining a relationship of trust that brings long-term engagement and loyalty. Within this context, data management represents the possibility of truly identifying what customers want and their expectations in relation to the company.

The generic look at the market leaves the scene and a segmented strategy comes in, which brings more efficient results. The big secret is to be aware that data are valuable instruments and, when worked with intelligence, generate very useful insights, allowing the creation of well-directed solutions capable of bringing more security to all processes involved.

Cost and failure reduction

Reducing costs and failures are part of any company’s main plan. Although there are many strategies focused on this type of problem, relying on automation is essential when it comes to unifying all customer data, so that the experience with your company is unique. After all, it is only possible to improve processes when you thoroughly understand every detail of the operation, the main challenges and what can be reduced in costs.

Data management and customer experience intersect, especially in the possibility of selling more. Furthermore, when they are very satisfied with the relationship, customers recommend your company to other people. In a narrow line that guides planning, this data shows what is really worth investing in and allows you to stop actions that are not working, before you lose money.

Relationship between data management and customer experience

With good data management, it becomes simpler to discover which are the best-selling products, the consumer profile, come up with interesting solutions to remedy possible previous bad experiences with the brand and the way they prefer to make their purchases.

The best way, in this case, is to identify their preferences to create strategies that may surprise them. For example, if the data reveals that customers prefer service through a certain method, it is up to managers to resolve all difficulties and improve preferences for more optimized communication.

Everything is based on providing an increasingly personalized experience, with a dynamic and complete infrastructure. The objective is to have a complete overview of expectations in order to achieve goals, not only with numbers, but also to create a complete universe of opportunities for the company’s sustainable growth.

Insights to increase satisfaction

During various moments of their purchasing journey, the customer generates extremely important data for the company. This data needs to be collected in all interactions with customers, which includes website visits, purchases at physical points, loyalty programs, newsletter subscriptions, interactions on social networks, among others.

The main issue is that, in most companies, this information can even be collected, but it is restricted to their departments and, as a consequence, ends up losing much of its potential. For this reason, insights are fundamental, as there is no point in collecting data incorrectly or not seeing the best way to use it.

How to personalize customer relationships

Dynamics 365 Customer Insights allows you to personalize your customer relationship and have a 360 view of all preferences, practices and objectives. Faced with so much complexity in carrying out work, it is very important that your company has software to centralize customer data and evaluate them specifically. This brings insights and predictive recommendations, which are based on machine learning and intelligence. .

This data can be centralized according to different contact channels, and this customer’s behavior becomes much clearer. Below are some examples of what can be assessed:

behavior on social networks;
relationship with the SAC, chatbot or callcenter;
identification of new sources of revenue for the client to explore;
personify actions, according to the customer’s real needs;
define whether the actions are scalable and assertive;
reach the customer at the right time.

Custom actions

Artificial intelligence and machine learning models bring insights so that they can be immediately used in personalized actions. These actions need to understand the customer’s approach strategy, so that they receive communication offers at the appropriate time, creating a relationship of trust and a positive image of the company.

As a result, this relationship, which is so sought after in the market today, reaches a personal level. It is also worth mentioning that Customer Insights presents flexible solutions. This is because the starting point can have a series of directions, such as the marketing, sales or relationship area, with more exact rates, as it is based on behavioral data and consumption habits.

Its operation is based on obtaining data, evaluating the customer profile, mapping, defining activities, relationships, enrichment, defining measures and defining segments. Thus, by enriching the data source, it becomes much simpler to make quick decisions, ensuring security and privacy in compliance with the LGPD and a high level of governance.

It has now become clear how customer data management is essential to bringing a unique experience to your customer. The automation of these processes proves to be the main path in the search for a lasting relationship, which allows for personalized service in the right way.

Did you like the information in the article? So, contact Smart Consulting and learn about efficient processes and systems focused on quality projects.