The understanding about the customer is divided into small pieces: customer service knows one part, marketing another, sales perhaps third.
Most companies continuously gather an enormous amount of data about their customers. Despite the amount of information, the big picture is often hazy – not to mention that all this data would be taken advantage of in marketing actions.
Valuable information often stays unused because data is gathered with several systems that are maintained by different departments and people that don't communicate with each other. The understanding about the customer is divided into small pieces: customer service knows one part, marketing another, sales perhaps the third. Data lies in the systems without its hidden potential being used.
How existing customer data could be taken advantage of in marketing actions? In our article we go through concrete examples where data from different systems is combined with marketing automation to be used for marketing purposes.
Combining the customer relationship management system (CRM) to the marketing automation system helps the sales and marketing teams to collaborate more efficiently.
Examples of automated messages that use the data from the CRM system:
Combining the customer data from a webstore to marketing automation works especially well in up-selling or cross-selling, but also offers other possibilities.
Different kinds of booking systems offer wonderful opportunities to take advantage of automation in a creative way. Whether it's a hotel room booking, a visit to the dentist or a vehicle inspection, the opportunities for up-selling or cross-selling are numerous.
Existing customer data and it being up-to-date are great starting points for personalized communication and marketing automation. While composing the first automated messages, it pays off to start from putting the already gathered customer data into use. By doing this, automation can be tested out in practice from the get-go, knowing what data already exists and what data is needed to further develop communications.
Contact our experts if you want to further discuss marketing automation and taking advantage of customer data. LianaCEM is an agile tool that enables you to quickly implement and test marketing automation in practice.
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