Customer Data Management (CDM) is rapidly becoming an indispensable business
and marketing tool whose uses continue to increase on an almost daily basis.
Not only is it a convenient way to keep track of your contacts and sales
history – CDM can now do so much more.
Electronic databases are essential for keeping track of customer details but in
the twenty-first century business place, far more is needed. Data needs to be
analyzed and interpreted and must be readily available from anywhere that team
members happen to be – anytime they want it. CDM is no longer just for large
companies, small businesses also need the ability to access and analyze sales
histories and customer data readily. CDM, used efficiently, can establish sales
trends, enable targeted marketing campaigns, create mailing lists for
e-newsletters and surveys, analyze feedback from customers, establish
high-value customers and help businesses establish meaningful dialogues with
leads and existing customers at every stage of the sales cycle. Cloud computing
is a natural progression for businesses of all sizes looking for CDM solutions.
Social media is now a major business and marketing tool and companies should be
able to integrate their CDM with Facebook, Twitter and LinkedIn to offer not
only increased avenues for marketing but also further insights into their
customers. Social networking sites are where customers, both existing and
potential, gather but for businesses to successfully connect with them requires
a revolutionary approach to CDM. Social networks are best used for generating
dialogue and collaboration, not for direct sales approaches. If word of mouth
is the best form of advertising, then social media provides this in spades.
Customers will tweet about good – and bad – experiences they have had with
various businesses and also use social networking sites to ask for
recommendations. From a business’s point of view it’s all about making
connections. It can also help by educating potential customers about your
product or service, saving time when you actually start the sales cycle.
Businesses can use social media sites to solicit feedback and to offer help and
solutions. Additionally, viewing clients’ social profiles can help businesses
direct their marketing approaches more efficiently. Forward-thinking companies
are updating their customer data to include their social media accounts and are
responding to customer concerns and queries on Twitter and Facebook.
Interacting with your customers via social networking can be a great way to build
and strengthen relationships.
An efficient CDM system will increase customer satisfaction, leading to
increased customer retention and repeat business. InSite Systems lets you
analyze and report survey results easily, transforming the way companies interact
with their customers and share information. Its email campaign system allows
companies to create and send e-newsletters and messages quickly and easily
while its data collection services are fully compatible with all popular
handheld mobile devices.
Janet Taylor writes for InSite Systems, a leader in surveys systems and a
pioneer of . For more
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