In an ideal world, your business has impeccable customer data. You know exactly where to find the right contact email, when they became a customer, and who on your team last spoke to them. Your data is segmented, updated and reliable.
But if that’s not the case for you right now, don’t worry, you are definitely not alone.
It’s all too easy for customer data to fall into chaos, especially when your business uses multiple apps, as most are.
But even if your data is cluttered, it is possible to put it in order – and easier than you might think.
How to keep your customer data up to date and reliable everywhere, even when using several different apps.
Why is customer data management so important?
With your customer data in disarray, you are likely to encounter these frustrations:
- Data silos or information that only certain people have access to
- Conflicting data in different apps (or the same app) so you can not see what is accurate or reliable
- Bad customer experiences as you lack data and insight to customize interactions
The truth is: organizing your customer data is not just about making life easier for you (though it does).
Your customers want an integrated experience when interacting with your business, no matter who they talk to or which department. 87% of customers believe that brands need to place more emphasis on delivering a consistent experience.
This becomes more important to focus on considering all the different contact points in your organization. A customer can interact with sales, marketing, customer support, technical support, admin and invoicing. And for a good customer experience, they should get quick answers to their problems and not have to repeat their story over and over to different people.
They want to be treated as a person instead of a message or support ticket number and you can not achieve this if you do not have the data to tell you who they are and how they have interacted with your company before.
Where customer data lives
In your business right now, you are probably storing customer data in several places. This may include your:
If these systems are deleted or information is disconnected from your other apps and is inaccessible to other people, you run the risk of data silos, inconsistent data and bad customer experiences.
For the most seamless customer data management, your apps need to communicate data in two directions in a language that each app understands.
Best practices for customer data management
Keep clean, accurate data in every app.
Your total customer data is the sum of its parts, so it’s important to keep the data in each app fresh and reliable. Here is our advice on cleaning up your customer data, including removing duplicates and outdated information.
Use segmentation for clear organization.
Segmenting your customer data in each app is an effective best practice. As one of the main reasons, it allows you to offer a great customer experience that increases satisfaction and reduces churn. And a 10% increase in a company’s customer satisfaction score leads to a 12% increase in customer trust.
If you know your customer belongs to US-based customer segments and they subscribe to your premium plan and pay for your digital marketing add-on, you can use automation to send them the most personalized experiences and messages.
You can also use segmentation in your data integration strategy and sync the labels, tags, groups and list memberships you have in your important apps across your stack.
3. Synchronize data in two ways.
There are several ways you can connect your data between apps. You can use built-in native integrations offered by your software providers, or trigger-action automation, e.g. What Zapier enables.
When it comes to your customer data, however, you are best off with a two-way sync. This reflects data between two apps and updates one as soon as something changes in the other.
It’s the most reliable way to make your data easily accessible to all your teams across your entire app stack.
4. Keep it simple.
As with many things in life and work, the most efficient customer data management is simple. This can mean:
- Standardization of data organization: For example, having a property for ‘Industry’ rather than overlapping properties for ‘Sector’, ‘Company Type’ and ‘Industry’.
- Decision on which data to sync: Instead of syncing everything, you can sync relevant and insightful data that enriches each app, rather than adding unnecessary complexity.
- Creation of clear processes and documentation: For adding, editing and viewing customer data to make life easy for you and your colleagues.
With two-way data synchronization between the apps that contain your customer data, you can give your team access to up-to-date and accurate customer data anywhere and provide a five-star customer experience.