Post by wekeve7933 on Dec 5, 2023 7:18:03 GMT
The 3.8 billion Internet users generate gigantic masses of information which are a real gold mine for brands, the relevant use of data nevertheless remains complex. Therefore, a single customer reference (RCU) turns out to be a mandatory step for any brand wishing to improve its communication campaigns and send ultra-personalized messages to its customers.
The Kiss The Bride agency takes stock here Phone Number of this tool which leaves a good number of companies dreaming… Breaking down data silos Which company has never dreamed of having all its customer data collected, stored and processed in the same database, in the same place? Indeed, the current challenge for brands is to build a unique and personalized relationship with their customers in order to provide them with a successful purchasing experience which will lead to their loyalty. This ambition nevertheless raises a recurring problem: the management of customer data in silos in companies. Indeed, the multiplicity of acquisition channels (SEM, social networks, offline etc.), the significant increase in the volume of data or even the processing of data carried out by different departments in the company are all factors that can harm a 360 view of the customer. Single customer reference: best practices It is in response to this problem that certain companies are developing a single customer repository, which can also be described as CRM 360 or on-boarding CRM. The advantage of this practice is to be able to intelligently store customers' personal data in order to send them ultra-personalized messages on the right channel and at the right time. To begin with, the essential prerequisite for any RCU project is to decipher your audience.
We can have the most beautiful tool in the world if we do not question ourselves enough about the profile of our consumers, the installation of an RCU will not be relevant. Then, the company will have to identify all the possibilities offered by customer data and define priorities according to their commercial potential. An audit of the company in order to map its data flows is also an essential step. In addition, brands will have to develop expertise in the field of Big Data by recruiting new employees: Business Intelligence manager, data scientists, data engineers, data visualization engineers, etc. These data experts have the role of collecting, qualifying and “getting people talking » data so that business teams can have the information they need. Transversality between teams is therefore another important point. All company departments must be made aware of the importance of customer data. Finally, the architecture of information systems and the technologies deployed must be sufficiently powerful to interpret the data.
The Kiss The Bride agency takes stock here Phone Number of this tool which leaves a good number of companies dreaming… Breaking down data silos Which company has never dreamed of having all its customer data collected, stored and processed in the same database, in the same place? Indeed, the current challenge for brands is to build a unique and personalized relationship with their customers in order to provide them with a successful purchasing experience which will lead to their loyalty. This ambition nevertheless raises a recurring problem: the management of customer data in silos in companies. Indeed, the multiplicity of acquisition channels (SEM, social networks, offline etc.), the significant increase in the volume of data or even the processing of data carried out by different departments in the company are all factors that can harm a 360 view of the customer. Single customer reference: best practices It is in response to this problem that certain companies are developing a single customer repository, which can also be described as CRM 360 or on-boarding CRM. The advantage of this practice is to be able to intelligently store customers' personal data in order to send them ultra-personalized messages on the right channel and at the right time. To begin with, the essential prerequisite for any RCU project is to decipher your audience.
We can have the most beautiful tool in the world if we do not question ourselves enough about the profile of our consumers, the installation of an RCU will not be relevant. Then, the company will have to identify all the possibilities offered by customer data and define priorities according to their commercial potential. An audit of the company in order to map its data flows is also an essential step. In addition, brands will have to develop expertise in the field of Big Data by recruiting new employees: Business Intelligence manager, data scientists, data engineers, data visualization engineers, etc. These data experts have the role of collecting, qualifying and “getting people talking » data so that business teams can have the information they need. Transversality between teams is therefore another important point. All company departments must be made aware of the importance of customer data. Finally, the architecture of information systems and the technologies deployed must be sufficiently powerful to interpret the data.