We could have many answers for this question. But let’s start with the most essential ones!
First of all, knowing the behavior of your consumers gives you inputs to make decisions, define strategies, direct the communication, and, of course, sell.
Information about what customers buy, when they buy, where they buy from, how often they use customer service, and how long they stay on a particular website or app can create an insightful narrative about buying habits and preferences. Customer data must be seen as strategic.
Most organizations capture much of this information, but often in isolated blocks. Few integrate this data in a way that generates valuable information for decision making. Understanding customers behavior and mapping their journey are essential steps to offer them an attractive and personalized experience.
According to the McKinsey research, organizations that leverage customer behavioral insights outperform peers by 85% in sales growth and more than 25% in gross margin.
Let’s make a reflection of how this customization works in practice?
Think about your latest shopping experiences. Do you feel like a special customer or just another one for most companies?
Look in your Inbox. How many emails are personalized and call you by your name? How many products or services are offered according to your profile? What contents are being provided to engage you?
The answer can be a bit scary, because many brands still don’t do it in the best way. Some of them still do not make any kind of segmentation and/or personalization of the communication.
Is your company on the team of brands that need to improve the capture and integration of customer data to start offering a personalized service?
This is a good mission and a great challenge!
We can help you. But don’t delay, because your competitors can be ahead of you, improving the relationship with customers and, of course, sales!
The first step in this transformation is to find a good CRM system that will help you gather all your customer information in one place. This software will connect the areas of Customer Service, Marketing, Sales and several others so that all teams can have the 360-degree view of customers. SugarCRM, which is the CRM offered by Fellow Consulting is an extraordinary system that allows our clients to create lasting customer relationships, accelerating leads generation and increasing revenue.
Having the right CRM system, the next step is to analyze customers data and their behavior throughout the whole sales funnel. SugarCRM provides reports, graphs and insights that can make it easier for this evaluation. With all accurate information, the focus needs to be on marketing and relationship personalized campaigns, which will certainly make prospects and customers feel more welcome and special to the brand.
SugarCRM can also be integrated with SugarMarket, which is the Marketing Automation platform that allows you to create automated and customized marketing campaigns. The two software exchange data automatically, which makes the process unified, easier and efficient.
After knowing the importance of having a 360º view of the consumer, your company should start as soon as possible to invest in this model that will certainly bring better relationships with customers, loyalty of them and increase your income.
Our team can help you.