How is CRM as we know it affected by Big Data?

Big data is still a fairly new concept in the world of data management, but in Customer Relationship Management, it has a strong effect on the way data is used. Manging data effectively can give businesses insight into how customer experience and overall satisfaction can be improved, which is essential for driving sales. Despite the benefits of using big data, some companies are wary of utilising it, and fail to create a CRM strategy. If you have concerns within your business about big data integration within your CRM, here are some basic things to help your understanding.

Bringing information together

Every business uses data, from storing customer data information like contact details and purchase history. Businesses without a plan for their data miss out on utilizing big data to develop a clear CRM strategy. A strong CRM strategy leads to loyal customers and repeat business over time. Big Data works when it is kept with all the information you have about individual customers within your CRM, and sharing this fata with the other members of your sales team.

Enhancing the customer experience

The purpose of using big data is to enhance your customer experience. By knowing more about your customers, you can provide them with the products and services that they are looking for, and ensure that you are able to access and give them the information that they need if they get in touch for advice or support. Your customer services team should have access to previous contacts or support tickets that they have had, and all details of past purchases should also be visible, which means you can give your customers a more helpful and efficient experience at all times.

Stronger sales and marketing

If you can utilise Big Data within your CRM strategy, you can also target your sales and marketing more effectively. This means that you can use data that is readily available to you to select which customers to remarket to, and which customers may be interested in particular other products. This enables you to make recommendations that are more likely to be something that your customers are actually interested in, rather than trying to upsell at every opportunity, which can actually deter customers.

Processing Big Data for use

The growth of the Internet of Things and AI are only going to further facilitate big data, however with such a huge volume of data readily available, the method of processing it all is just as important if you want to make the best use of it. This is where a CRM comes in – sorting data and ordering it into useful information is key to your sales and marketing, as well as growing your customer relationships and support.

If your business can incorporate big data into your CRM strategy, not only can you get a better return on investment, but you can also give your customers a greater experience overall. To find out more about using your CRM effectively, give the MarketDeveloper team a call today on 01784 432 082.

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About Market Developer

MarketDeveloper is a CRM and Marketing Automation supplier based in Egham. The company was formed from the merging of two marketing solutions in 2009 and has been committed to creating and updating a highly powerful, flexible and intuitive Database Marketing solution. Since launching v5 of its system MarketDeveloper has seen 99.999% deliverability rate and includes The Mail, VisitWales, ScotRail and Cosmos amongst its clients.