Who really cares about customer data?

November 22, 2022 11:51 am Published by Leave your thoughts

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Data is a hot topic at the moment. A wide variety of data points will enable you to create a picture of your customers’ needs, pinpoint your multiple sales opportunities and create tailored sales messages for the best outcomes. ‘Single source of truth’ is an exciting concept that has generated a lot of acceptance around the business. The simple fact is that with organised and centralised data, your business can ensure every customer interaction, digital or phone, is personalised. The CRM debate has never been hotter and for good reason.

However… there are some problems
Data driven marketing requires up to date and insightful data. But…
– 70% of the data in a CRM will become inaccurate within a year.
– Less than 50% of phone calls received are added or updated in the CRM.
– Too many visits and customer interactions are not updated to the CRM.

Across the industry important data is not collected, saved, and added to the CRM.
There are bad habits everywhere that burn valuable data because of lack of interest, awareness, or systems. Valuable information is often disregarded if it does not relate a sale today! The short term mindset needs to change and processes have to be created to ensure that ALL data is collected and stored. If it does not lead to a sale today, it might next week, next month, or later.

Value the Data
Collecting and updating the data will help make the customer experience much more personal, adding value to the customer. It may not create an instant sale but will help generate more opportunities in the near future. All data will enable you to initiate more relevant and valuable customer interactions. Creating reasons to contact a prospect and offering them compelling opportunities will create goodwill and win business. Your customers will like you because they feel you are looking after their interests – not yours.

Automotive industry expert Ian Godbold’s recent blog talked about ‘Whamageddon’ in a very real and amusing way. All companies need to utilise their data when leads start to slow down as it does at this time of year. Getting the team on the phones is obvious, but your customers will not appreciate a call ‘out of the blue’ with no purpose. What they need is insight and recommendations tailored to their specific situation. How are you going to specifically help them?

Ian’s focus is on data in two areas:
1. Customer data records to provide a source of generating additional leads and new opportunities from within.
2. Supplementing new leads with additional data to identify the best opportunities from a list of enquiries.

What additional data would help now?
Call data can be added to lead records to create far more insights about the leads. This will help your efficiency and conversion. Adding dynamic numbers to your marketing activities will give you two important insights about the new leads.

Firstly what they were looking at on your website, and secondly, what marketing encouraged them to pick up the phone. Armed with more data on your customer journey and engagements, you will be able to pinpoint your ‘Quality Leads’ and make sure you speak to them first

Scoring leads and making a list of your ‘Quality Leads’ will help you speak to your most valuable prospects first. As business becomes more challenging you can monitor the engagement of these leads by listening to call recordings and tracking outcomes. Call tracking will let you know what marketing activities generated the phone call and also let you see online interactions. You will see if the lead was passed from a classified site, what stock they viewed and which pages they visited, on your website.

While more leads may come in digitally the vast majority of sales will come from phone calls. Call tracking enables you see the full customer journey – online and on the phone. The phone calls are your hot leads and where you will find your ‘Quality Leads’.

78% of new customers will buy from the first company they speak to – so being first will win the sale. During busy times you will find it hard to respond to all leads quickly so pinpointing the ‘Quality Leads’ will give you the best return. Call tracking data will help you in many ways to find and manage your best leads.

Is call tracking data really essential?
It is up to you to decide if call tracking data is essential or just nice to have.
We believe that turning your ghost leads into ‘Quality Leads’ improves efficiency and delivers a better customer experience and a higher conversion rate.

Data that enables you to pinpoint the key sales opportunities in real time and squeeze more impact out of your marketing is really valuable, but there are some smart additional benefits you might want to consider:

– Identify the real number of leads that are a direct result of your expensive portal advertising. Better negotiations with portal owners and no more guesswork
– Pinpoint the hot leads and missed phone calls so they can be recycled before its too late.
– Instantly tie a lead to a phone recording to quickly check customer needs, rank the opportunity, and review sales performance.
– Voice analytics including key word, sentiment, and emotion can be made available if required.
– Really understanding your customers digital journey will make your teams more efficient and effective.
– Real time insights for contact centres to help improve efficiency and outcomes. For example, instantly check if it’s an existing customer and tie their records to their journey.

Next step
Give us a call on 0203 199 9000 and we can tell you more! We will set up a demo and give you some real examples of how we work with clients to ensure call tracking helps them generate more sales from their marketing and sales. The Calltracks software is easy to set up and you can build the reports you want or take data straight into your data warehouse. Why not give us a call?

If you already use call tracking we would be happy to tell you how Calltracks is different.

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This post was written by nick frost

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