Want to Improve Customer Retention? Start With Cleaner Data

by
Greg Smoragiewicz

Editor’s Note: This is a guest post from Vanessa Rombaut, Content Manager of PieSync‘s award-winning blog “In The Pipeline” and a featured writer in various tech publications and websites.

We now have access to an unprecedented amount of customer information, but all too often this resource sits in our databases gathering digital dust. Don’t let that data go to waste! It can be a powerful driver of customer retention when applied correctly.

Mindfully Collect Customer Data

The way to a customer’s heart is through personalized service. And today’s support teams can consistently deliver top-notch experiences by taking advantage of data already collected by their marketing and sales colleagues. Those first few steps of the customer journey offer vital clues on the best way to proceed.  

But database health is a constant concern, with reports finding that 60% of errors result from incomplete data. That’s why companies need to agree early on what data they truly need in order to deliver a positive customer experience.

Most businesses would likely benefit from narrowing their focus. There is no point asking customers each and every detail about their professional and personal lives just because you can — and probing questions could jeopardize relationships.

With ever-tightening data privacy laws, like GDPR, companies have to be extra careful with how they collect, store, and use consumer data. The right amount of data will help your teams personalize communication for the customer’s benefit. But dig too deep and you could anger customers and regulators alike.  

Be Generous By Design

So how can you get both your sales and customer care teams access to the same, up to date, accurate data? In most cases, sales work out of a CRM such as HubSpot, Salesforce, or Pipedrive. During the discovery process, reps gather huge amounts of data on prospects who will (hopefully) soon be customers.

The most reliable way to share this valuable information with your customer care team is to ensure their primary tools are integrated to the CRM. This automated arrangement keeps accurate data moving with minimal effort.

There are two ways to integrate these key components:

  • Native. Purchase all-inclusive platforms that offer suites for both sales and support, like Zoho or Salesforce.
  • Third-party. Use a specialized syncing platform such as PieSync to connect your sales and support point solutions.

Let Data Guide Engagement

With some strategic planning, you can seamlessly weave your customer support team into the post-sales process, allowing them to become a natural extension to your sales team.

Staff need to be trained to recognize natural touch points so they can reach out to the customer at the right times. These touch points can also be identified automatically these days via CRM notifications, reminders to check-in with high-value customers, and trigger-based emails.  

A crucial, but often overlooked, touchpoint is subscription renewals. It’s a good idea to set reminders one or more months in advance. That way you have the opportunity to offer upsells, to offer upsells, or for customers for who are about to churn, discounts.

All it takes is clear data collection guidelines, the willingness to engage with customers at natural touch points, and the right blend of apps.

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