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Benefits of Centralized Data with CRM
Benefits of Centralized Data with CRM

Benefits of Centralized Data with CRM

One of the keys to success is having a single view of your clients. Instead of having clients data, from sales contact history to service data, located in separate places, all the information on all your clients is pulled together into panoramic views of the customers.

Having a single perspective of your clients to all departments of your organization that service to the clients in different ways makes it easier to see the current communications and problems with that customer. Everything from the client's service history to sales records is pulled together in one place where all the employees who communicated with that client have access to the same records.

A single view of the client has many different advantages. One centralized data will keep all employees up to date and make them focus on the more latest and important issues with the clients. This practice increases client satisfaction, builds client loyalty and allows contacts with the customer to proceed much more smoothly.

A single, comprehensive customer record also presents a unified view of all aspects of the customer right at the contact's fingertips. Assuming the record is updated quickly, everyone from service to sales is on the same page with the customer.

Data synchronization across all departments is easy when a single record is used. If the client information is split between several databases managed by different departments it is much harder to keep everything consistent.  A unified record prevents dissatisfaction with clients because different departments have one view of the customers.

 This is also about expectations. The clients expect the companies to know the same things about them no matter which channel the client chooses for contact. This provides a unified experience and keeps the clients from having to answer the same questions over and over. From the companies' standpoint this doesn't sound like much, but repetition of basic information can be a major issue for the customer.

A single view of the customer not only helps manage customer contacts, it also makes it easier to produce precisely targeted sales efforts. This includes having the customer's sales history right at the sales force's fingertips when planning a campaign or looking for cross sale and up sales opportunities. It also makes it easier to anticipate the client’s needs, even before the customer recognizes them. This can result in more sales and larger sales to the same customer.

To be most effective, the single view of the customer must be supported by changes in the enterprise's organization. It is important that the various teams that have contact with the customer, such as sales, marketing, service, shipping, etc., communicate smoothly with each other. This usually involves direct communication between the teams rather than a hierarchical organization where communication travels up and down the hierarchy.

Clear communications among the teams makes it easier to keep everyone updated on the state of the customer in near-real-time. This is important because it helps keep everyone up to date on the customer and customer needs.

The technology of the organization usually needs to change as well. It must be fast enough to minimize the lag between the time something happens and the database is updated. For some organizations this means no change at all since they effectively update their customer records in real time. At the other end of the scale are organizations that only update once a day. This means the database is often out of synch with the reality and causes problems providing good service to customers.

Having a single, unified, view of the customer brings many advantages to the company. It may require some shifts in structure and perhaps spending money to upgrade your system, but the results are almost always worth it.

 For more information please contact us.


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