Every organization maintains and uses CRM (customer relationship management) database to collect information and details about its prospects and customers, including their requirements and purchasing history. CRM expansion, which refers to the process of expanding the same database with addition of new accounts and contacts, is vital for every business growth.
But as you add more data make sure that data is high quality and relevant. Otherwise the whole exercise will fall flat on face. In fact the issue with ‘bad’ data has been magnified by the easy availability of amorphous customer data such as Twitter conversations and blog comments, and by the increasing velocity of data creation on scales that were unimaginable about five years ago.
The other problem with vast amount of data is the constant data changes that are quite difficult to cope with. So it is essential that while you perform CRM expansion you follow some practices to keep data up to date.
CRM expansion involves an array of activities that are meant to provide reliable, accurate and comprehensive information set for each customer. And how can you ensure that – by assimilating unstructured social data with traditional transactional data. Additionally you can use social media monitoring tools to capture data from the social web and add them to customer records, such as with an email address or Twitter handle. Harness master data management (MDM) strategies to handle the collection, aggregation, cleansing, organization and distribution of data gathered from multiple sources. Further MDM strategies include process to identify the sources prior to data collection.
CRM expansion is all about enriching customer database. MDM solutions can help you achieve that by working out ways for standardizing data, identifying errors in data and correcting them, mapping out the kind of schemes you might want to use and apply, and by working with whatever data governance you’ve created for the system or are required to apply.
CRM expansion forms part of every organization’s business operation plans. However it is important to keep the data accumulated for the database expansion current and fresh.
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