Improve customer relationships with effective data management

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Discover how to improve and strengthen your customer relationship by ensuring a 360-degree view with effective data management

Jun 22, 2022
Using data to improve customer relationships is especially important today, when consumers have more channels than ever to get in touch with brands. But raw data is not enough, nor is the (partial) vision that comes from information silos in the organization. The challenge is to achieve a 360-degree view of the customer in order to respond to and even anticipate their needs. How can this be achieved?

The data available to businesses provides an invaluable 99 acres database to improve their brand experience. Knowing how to manage their dissatisfaction and establishing a two-way communication channel to co-create with them are the objectives of the following proposals. For both, it is necessary to overcome the limitations of an erroneous starting point: the partial perspective, and to dive into a sea of ​​collaborative information, in which to discover meaningful relationships between data and where quality is assured.



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The client in delicate moments
When a customer expresses dissatisfaction, they want a response and a reaction. And they want it in a timely manner. Responding appropriately is all about data, and companies have it and employees can access it, so why not use it?

When you have the right information in front of you, there's no need to ask the upset consumer any more questions. You already know the answers. Or do you? When data is confused by a variety of systems and records, the equation gets complicated . Without proper master data management, good governance , and the necessary quality standards , the information that reaches the business user may not be as correct, accurate, or up-to-date.

This is a way to significantly influence word of mouth and a very authentic way of representing your brand. To ensure a 100% positive result, it is advisable to ensure the following:

Having the right data : Consistent, quality and up-to-date information, accessible at all points of interaction with the customer, to ensure that each business user has a unique view of the consumer.
Be respectful of the data: do not demand data, do not pressure to obtain it, do not ask for it again when you already have it, something that often happens when you can only access a partial perspective of the information.
Listen and respond without delay: real-time customer relations, minimising latencies to the extreme to increase the perception of proximity. The solution used by the workforce must be intuitive and easy to use. This is a point to take into account when choosing technology and its implementation.





Happy customers who get their problem resolved share their experience with 4-6 people.

Source: White House Office of Consumer Affairs




Strengthening customer relationships
One of the best kept secrets of those who manage their customer relationship in an outstanding way is to treat them as a valued partner. To achieve this, you need to:

Let communication be two-way.
A transparency strategy.
Knowing how to select relevant information for the client.
Customers provide data, feedback and are okay with this way of sharing highly personal and valuable business information, but they need to know that they are being taken seriously and acted upon.

This doesn't mean that you have to evaluate every proposal that is launched on social media, but you have to show the client that their opinion matters.

One way to do this is by sharing your happiness statistics with your customer. Knowing how your customers feel about the way they have been served each month is a way of looking at things from the organisation's point of view that helps to appreciate the effort being made and increase brand engagement. Customer relationships reach new levels of maturity on a case-by-case basis and the effect is contagious.






$402 billion a year is left on the table by companies who are unable to deliver simple customer experiences.

Source: Siegel+Gale



In addition, it is necessary to ensure the quality of the data behind all these actions and, to do so, it is advisable to:


Recognize the importance of data quality : understand that it is not just an IT problem but a business issue that requires keeping communication channels open and treating this aspect as a priority.


Don't overdo it on thoroughness: You don't need to be absolutely accurate on every piece of information that flows through your systems. Every business application has its own level of requirements and you have to accept that quality varies, so try to apply the most demanding criteria where it matters most.


Don't forget the importance of monitoring: requirements for data inputs change daily, and that means that even accurate data can become inaccurate over time. The key is to view data quality as a process.