Create Data That You Love
Posted on: 27/01/17
Create Data That You Love (without it ever feeling like a chore)
Daily routine left you feeling like it’s Groundhog day? Don’t worry, there are plenty of ways to find meaning in your data.
What makes data dreamy? A lead conversion? Customers recognising your great customer service? A system that doesn’t miss important communication notes? Absolutely! – In a world of ever increasing types of data, businesses are now wanting to simplify the daily struggles of managing spreadsheets or mountains of paper files and find and use data management systems that will do more with your daily routine.
“Finding your data worthwhile, feeling that it benefits the bottom line or that you’re doing something the customer appreciates is becoming the driver that can provide the biggest increases in productivity and happiness at work,” says Olivia Davies, Marketing Coordinator at Target, a software company creating business solutions. According to an article by Que Publishing, 50-75% of office space is dedicated to filing and document storage, and 45% of the documents stored contain duplicate information, and 80% are never accessed after it is filed – With important data lost amongst paper files or stored away never to be touched again, how can a business understand their customers, their behaviour, their relationship with the company or product? So, what needs to be done?
A Healthier Outlook
First thing’s first – why does data matter? The rise of technology is certainly changing how we do business, how we engage with our customers and prospects and how we manage the different types of data we collect to turn into strategies. So, data matters; it is providing a 360-degree view of customers and helping marketers improve customer experience and create insights into creating personalised strategies that will improve the reach to customers and prospects. “It’s not appropriate or healthy to be collecting qualitative data about your target market and then not utilising that information, to improve strategies and market in a more personal way,” says Olivia. “Managing your data should never feel like a burden; it only feels time consuming when you don’t have an efficient and effective way to manage your customer data, but it needs to be done. Managing your data in a way that runs alongside the rise of technology will get the results you desire; in sales, in reach, and in customer loyalty,” she adds.
An Alternative Approach
According to a May 2015 market report from Gartner, global customer relationship management (CRM) software totalled $23.2 billion in 2014, up 13.3% from $20.4 billion in 2013 – Data management systems for CRM software has come a long way from its early days as a desktop based sales tool and companies that want to maximise their CRM ROI should pay attention some of the merging trend as we move into 2017.
Building and aligning customer relationship management with the use of data management systems provides a collaborative environment between sales and marketing teams and creates conversion optimisation. “Teams working from the same, central data management system and with the same data allows for no notes or documents to go a miss, and will provide each department a better platform for targeted messaging based on a customer’s journey and any previous engagements,” Olivia says.
With customers and prospects coming from different online platforms as well as from direct marketing campaigns it is important that your data management system helping with CRM is keeping up with the changes and the demands. CRM systems with this functionality can help you see crucial business intelligence – departments can access more accurate and relevant analytics and reports to improve focus on important business decisions and crucial next steps. “Business intelligence is important to create data driven marketing – it is the only way you can become successful as an online marketer and sales executive. People are known to purchase by emotion so you need to analyse and understand data to see what decisions actually work,” says Olivia.
“CRM data is not always about the sales, it also can be used to ensure your team manages active accounts and follows internal company standards.” At Target, the software company provided their Mercury CRM data management system to RMR Legal Costs Lawyers to act as their case management system. The Manchester based firm were previously working through paper, spreadsheet and whiteboard methods to control their cases. Their CRM system is helping the firm now manage their cases, produce invoices and monitor activities for audit; all on an online application that can be accessed even when out at a meeting.
Any Time, Any Place
Finding your data is already prepared and easy to use right at your finger-tips will be your driving force to wanting a central data management system, because whenever and wherever you may be you can carry on business as normal. Inputting and storing customer and business data in a cloud based data management system allows business to have clear visibility of all data and its corresponding notes and even documents; making business activities more efficient, by increasing response times and saving valuable man hours in the process.
A central and accessible data management system to help the sharing of information between departments provides a sense of direction in inspiring and deciding the crucial steps that need to be taken next to either, gain more sales, get more views or even win that long-awaited project. “Businesses have a wealth of data on their customers at their disposal but sometimes there is a lack of control. Managing data in the most efficient and effective way will help businesses create data that they love to work with,” Olivia adds.