Utilizing Customer Data for Better ROI

Digital marketing has revolutionized how retailers connect with their audiences. Now data on customers can be collected and stored in ways that we could never do on paper. Even though the method of connecting has changed and evolved, the importance of keeping the customer at the center of your business hasn’t. By learning more about what your customer wants and needs, you are better positioned to meet them where they are.

If you are using some form of digital marketing, you may not realize all of the information you are already collecting on potential customers. Or perhaps you realize it, but don’t know how to digest it or what to do with it. Customer Relationship Management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. Despite the massive amount of data that a CRM sorts through an automated process, the goal is still to improve business relationships. A CRM systems allows you to stay connected to customers through a streamlined process that ultimately improves profitability.  

When the information that you are already collecting is correctly managed, you can make changes based on facts and not just educated guesses. It’s more than understanding a broad, general, target market; it’s the ability to understand each unique customer and how they are interacting with your business. A retail CRM will allow custom tags and fields to be associated with contact info, which can then refer to specific customer attributes that aren’t built into the CRM. Filtered reports can isolate correlations between specific criteria and buying behavior, products, receptiveness to certain kinds of marketing, and so forth. Ultimately you have the ability to target your marketing resources on the places that have proven to be the most effective based on your customer’s known interests and needs.

Using a CRM can support your efforts to build relationships with individual people in all aspects of your business, and by utilizing cloud technology, everyone at your company can access the information wherever they are working. This supports your efforts to collaborate to make sure the customer is getting exactly what he or she needs in the research phase, at the point of sale, and in customer support. The ability to respond to a customer’s individual needs ultimately leads to growth for your brand and your company.

By connecting with your customers, understanding their needs, and maintaining healthy relationships, you will grow the future of your company. When you manage data properly, you can position your company for success. We’re here to help utilize your data to create a solid marketing strategy, targeting your ideal consumer.