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As your business grows, you’ll gather more data about your customers. Website clicks, transactional history, email responses, and social media messages are valuable forms of data that you can collect to learn more about your target customers.
While it’s great to have ample data about your customers, it can also add confusion and complexity to your business. Gathering data from multiple sources decentralizes your data and makes it harder to keep your data sets organized.
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Opting for a unified database or Customer Data Platform (CDP), such as the adobe cdp, that stores all information about your customers (known as a 360-degree customer view) in a central location will make life easier for you and your team. You can create a unified view of each customer to provide the best service possible.
Let’s delve into the many reasons why creating a unified view of your customers is so important as a business owner.
Higher Quality Data
Unifying your customer data makes identifying redundancies and errors in your data sets easier. You’ll find data analysis easier and feel confident that your customer information is accurate and up to date.
With error-free data, your support team can provide smooth and seamless customer service, and your IT team can work more efficiently. Data collection is also much easier when you use a single platform, as opposed to several data storage locations.
Increased Customer Satisfaction
With seamless customer service, you can keep your audience happy and content. Satisfied customers are more likely to make future purchases and recommend your business to others.
In turn, you can build a credible reputation in the industry and attract and maintain customers. You’ll notice an increase in leads and sales without spending more on marketing campaigns, leading to increased profits and return on investment (ROI).
Better Customer Service
Storing your data in a single, central location enables you to identify patterns in customer behaviors and preferences. As a result, you can provide personalized service to your customers to enhance their experience with your brand.
If a customer calls your support team and inquires about a previous purchase or refund request, your staff can quickly pull up their profile on your unified database. They can view all previous interactions that you’ve had with this customer to provide a quick and simple resolution to the problem.
Happier Customer Service Team
A unified database makes customer service tasks simple. Your support team will find it easier to locate the necessary information to resolve customer enquiries, whether on the phone or via email.
When your support team is better able to aid your customers, they’ll work more efficiently and will find work more enjoyable. You’ll see great staff retention rates and can build a collaborative company culture. A strong company culture is crucial for building a successful business, and it all starts with unified data!
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
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