5 steps to building a clean database and enhancing your CRM strategy

Understanding CRM to bolster business

When customers are interacting with your channels and engaging with your brand, you have a captive audience for database conversion into your CRM. In terms of digital marketing, it’s vital to grow your database with quality customers. You can then tailor specific content according to segmented audiences and increase the efficiency of your campaigns. Find out how with these quick pointers.

Customer Relationship Management (CRM) is the key to a successful relationship between a business and its customers. According to My Feel Back (2016) delivering a more relevant customer experience is the top goal for 74% of all businesses. Managing the speed and quality of products undoubtedly gives you greater control over your work space. CRM could very well be your business’s most valuable asset.

The fact that you get to register an array of data in a single place, gain valuable information about a customer’s needs, elicit feedback to hike performance and provide effective customer interaction, can all enable immense customer satisfaction. But the full potential of CRM can only be attained with clean data.

When a database is not maintained appropriately, it causes inefficiency. Simple tasks like running eDMs and reports can become cumbersome when an inadequate CRM system kicks in. The wrong products and services can be offered to customers, which could virtually drive them away from your business due to a communication overload. The quality of customers in the database plays a pivotal role in shaping a campaign’s success. It adds a touch of personalisation, individuality and is proven to increase customer loyalty by 27%.

Here are the top five ways to bring drive growth in your database.

1. Put the life back into dead databases

Sometimes, database list optimisation can tend to get lost with the commotion that comes along with it. Lists are forgotten, outdated or lose the unique purpose they were created for. Re-engaging with these customers and putting them in touch with current comms messaging can go a long way. It’s quick, efficient and boosts growth.

2. Convert social media users

Social campaigns ensure audiences are filtered according to their digital media usage level and interests. This can then translate to a customised list of potential customers in your CRM. Migrating anonymous social media users into consenting email contacts is vital to a campaign’s success, as is updating your social content according to campaign focus.

3. Interest based segmentation

Customers tend to have a diverse set of interests. If they happen to intersect with yours, it’s time you engage on a personal level. Customer-centric marketing is integral to business success. Customers that interact with your communications the most are looking to be handpicked for regular updates. By sorting the golden eggs from the bunch, you’re hitting the mark on a glitch free, quality CRM database. With engaging communication filtered directly to these customers, using strong CTAs, business will flourish in no time.

Communication that’s based around a customer’s desires will enhance their customer experience. Initiating a two-way communication model between the business and the consumer expands growth from both ends. Quality data gives insights that are more actionable for future campaigns, whilst providing customers with the information they need also enables performance effectiveness. Streamlining communications allows you to connect with customers like never before, facilitating an increased focus on cross-selling and up-selling.

4. Event-driven interactions

Events, or real life interactions, attract customers that are likely to be receptive to products and services. When industries organise events, customers gain first-hand interaction with their offers. The real-time experience makes it harder for them to resist your product offering. Collecting customer details and translating them into your database will signal a significant improvement in data quality.

5. Planned campaign activity

By strategically planning marketing campaigns in sequences and sharing information according to changing trends, you can reach customers at the optimum time they’d like to be engaged.

CRM strategies and systems are the fastest growing investment areas for businesses. They’re right at the top of digital initiatives lists for all verticals, be it automotive or telecommunications. To reach your full business potential, all you have to do is build the perfect customer experience by optimising your CRM.