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Make the most of your CRM using customer behavior data

April 3 · Issue #18 · View online
DataDiary by InnerTrends
How to make the most of your CRM using customer behavior data
Can you imagine the work of an FBI detective being based solely on witness testimonies?
That would be the equivalent of having data in your CRM only from the discussions with the clients. Enriching data in CRM will bring much more intel to the table, leading to far more closed deals.
Here are 5 data types you can easily get in your CRM which will help you improve the efficiency of your sales and success teams and decrease their efforts.
1. Acquisition channels
Basically, the first question we ask about potential clients is: How educated are the users with respect to your product? This info is essential to the client’s profile and will dictate the way you approach him.
But this question alone is a bit too vague. To answer it, you first have to answer the following question: 
How is this important? Because every traffic source and landing page the potential customer used to get to your product comes with a slightly different promise and introduction about it. By monitoring all of them you will have a complete view on the story the user knows about your product.
Another good indicator is:
This will tell you how well-informed the users are, or if they are the type of persons who take their time before making a decision. It might even offer you a hint on whether they are in a hurry or not.
Want to go the extra mile? The stage at which a user checks out your prices also speaks volumes on how you should approach him.

  • Is it the type of user who took a look at the product, went to the pricing page and then immediately contacted your sales department?
  • Or is it a user who visited the site many times, thoroughly read all the info about the product, and now wants to speak to someone from your staff?
The more info you have on the potential customers, the easier it is for your sales team to approach them. Knowledge is power. So treat it wisely!
2. Onboarding status
Mixing self-service onboarding tactics with direct sales will maximize the number of customers your sales team can secure. In other words, let customers do as much as they can by themselves, and only involve the sales reps when needed.
Syncing in real time the onboarding status of a customer with the CRM will give sales teams the intel needed to increase their targets. Basically, knowing at which step the user is in the onboarding process gives your team the advantage to step in more efficiently, providing users with the necessary info right when it’s most needed.
However, in my experience, many companies still have a hard time defining the stages of their onboarding process. Not only that, but they also have problems pinpointing the precise moment when it ends. It’s quite delicate to try to sync the onboarding status with the users’ actions if you don’t know when the onboarding finishes. So,…
The onboarding is considered complete when you are already enjoying the product’s main functionalities, not when you’ve finished reading about it.
For instance, on a train you would be considered fully onboarded when you are already on the train, the train has left the station, and you are enjoying the ride, not when you are waiting on the platform with a travel guide in your hand.
So, by automating the updates on the user’s onboarding status in the CRM, the sales or customer success team can improve their timing and efficiency in the communication with the potential customer.

For the other 3 ideas on CRM enrichment, please check out the full article here.

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