CRM: Deepening Customer Engagement

How CRM is helping businesses build deeper relations with customers

- Limesh Parekh

In the pre technology days, businesses made notes of their customers’ details on index cards and placed them in recipe boxes. With the amount of competition and demand out there, this was acceptable. In fact, it was widely practiced. 

Not any more.

Addressing the issue of surplus data

Today, lead acquisition isn’t restricted to on-field sales teams. It’s also done through social media, online and offline activities. Businesses can capture a lot more than just a prospect’s contact details. Her age, profession, qualifications, earning, family, interests, and buying behavior – they can capture all these details and more.

Imagine doing this index cards. Doesn’t it sound ridiculous? 

A customer relationship management (CRM) tool is the answer. It doesn’t just consolidate leads from various platforms. It also helps businesses organize data and make sense of it. Such insights enable them to take key decisions based on segmentation and predictive analysis.

The data generated by CRM tools is commonly known as Big Data. It has opened a whole new world of possibilities for marketers, not just to onboard customers but also to increase customer lifetime value (CLV) by improving their experience.