When you look up customer data in your company’s CRM system, what does it look like? Does it come in a flat little wafer of: name, contact info …. and then …. nothing? If CRM/web interaction only captures this stock lead info then you’re missing the differentiation dimension that will help you build a relationship.
Maybe you keep notes about birthdays, special occasions and interests. If you do you’re ahead of many sales organizations, but you haven’t really experienced what today’s technology can do to maximize your customer data.
Of course you want to be talking with customers and prospects, hearing their interests and needs, but in addition you want access to the data about the time they’ve spent on your website, the pages they’ve lingered over and reports they’ve downloaded.
If your CRM system isn’t set up to capture this information, there are extensions available to do this. The future of CRM includes extensions that automatically update your prospect and customer data with information about their interactions with your website.
You should be able to pull up a prospect/customer screen and see that this particular person downloaded a report on a specific service you provide and spent 8 minutes reading that section of your site. I've been building this kind of functionality into software for the past 5 years and its ability to bridge the communication gap between marketing and sales is heartening. For more information about how gathering customer data can enrich the sales process, visit the Einsof website's research section.
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