If an executive asks “how healthy is our customer contact database," can you provide more than a vague “it’s pretty good” response? As Forrester's Director of Customer Marketing, I learned:
A customer's lifecycle starts with pre-sales, pivots to post-sales, and some will become advocates. What this graphic leaves out is 20% of your customers leave their employer annually. Those that stay will get new titles, shift roles, move to new locations, and their product utilization ebbs and flows.
It's not easy, but a healthy customer contact database is the foundation of effective customer marketing, success, and experience. It enables segmented communications, more useful feedback, cross-sell, repeat sales by former customer contacts (thus Repetitos), and soooo much more.
Yes and No. Updating and enriching a customer contact database is a combination of art, science and some hunches. The integrity of first, last, and maiden names, company names, locations, and titles are all over the place. This is compounded by empty and combined cells and typos in your CRM. Email addresses may help, but not always, especially if the contact has a Gmail or complex address.
We use a combination of the human touch and AI to increase the odds of finding the contact and updating/enriching their information. AI and technology can find about 85% of customer contacts. Of the remaining, most can be found manually, and a small percentage won't be found for a variety of reasons.
Our domain expertise enables us to do more than just update/enrich contacts as we provide the analysis along with short, medium, and long-term recommendations.
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