Leveraging CRM Data for Personalized Communications

Innatos - CRM Data

Leveraging CRM Data for Personalized Communications. How does CRM improve the customer experience? In the most advanced consumer communication management systems, all content is now designed, created and distributed within a deeply transformed business paradigm. In this paradigm, digital technologies evolve to try to intercept the preferences and expectations of a constantly moving customer. So, what type of communication is most effective to achieve goals that are more demanding every day? Where should the communication flows start? What assets can brands use to reach an increasingly conscious and elusive consumer? And finally, we will see how CRM improves the customer experience.


In this blog, the value of data already present in CRM systems will be presented as the essential initial step in any subsequent communication process. If the change is driven by the customer, and it is essential to try to interpret the customer’s fingerprints to get to know them better, it is through the personalization of communications. This can influence a customer’s decision to stay loyal to the brand, meaning a seamless, responsive, and engaging customer experience.


Improving the overall customer experience with the business is the cornerstone of CRM software. CRM is a digitization of the communication processes of any organization, implementing the most appropriate tools to create and improve interactions based on data, personalized and contextual. For CRM, communication is the competitive factor in which to invest to establish and maintain valuable relationships with customers and citizens.


Data and CRM improve the customer experience: the cardinal points of corporate communication


A new type of “always connected” customer expects to have relevant content everywhere, in any format and device, at different times in their daily routine, be it work or play. It is a customer who expects shopping and consumption experiences that are up to the quality of the technologies to which it usually has access.


Therefore, companies face a forced choice: on the one hand, they must adopt more flexible and reactive business models to adapt to the new market reality. On the other, they urgently need to equip themselves with intuitive and effective digital tools that are capable of concretely supporting these same models. In both cases, CRM is the inevitable starting point.


Modernize the Business: How CRM Improves the Customer Experience


Customer relationship management systems have become of paramount importance when managing the relationship with them. These offer the information resources necessary to design relevant content and to transmit personalized communications. We can say that CRM improves the customer experience.


Before continuing to draw the links between CRM data, customer experience, and personalization, we would like to recall once again how CRM is now serving the entire structure of the company and contributes substantially to measurement and evaluation activities. of its performance.


It is specific software that constantly collects and analyzes customer data and stores it in a single place, open to different business functions. The different departments, in turn, use this data for their particular needs, for example to


  • Build a more accurate consumer profile
  • Establish ad hoc communications
  • Open and maintain a vital channel with the consumer, offering them the information they really need
  • Articulate the relationship at the different points of contact, in ever deeper exchanges
  • Improve the customer experience, working with greater awareness on specific and significant aspects of commercial proposals


CRM improves the customer experience and is the determining factor in purchasing decisions 


The customer experience (CX) is an integral part of customer relationship management (CRM). It is defined by the interactions the customer has with a company throughout the customer journey, from the first contact to retention. It is, in other words, a direct consequence of the modes of relationship that the brand has designed for the individual consumer over time. If a customer has a positive experience, the brand is more likely to become a loyal customer (to learn more, see our tips for good customer base management and retention).  


Consumer expectations:


More interactivity, more personalization


It’s clear: designing a better CX has become indispensable. Let’s now try to go into more detail. What exactly do consumers demand of brands? What qualities must a customer experience have to be considered fully positive and satisfactory? There are two characteristics in particular that consumers react positively to.


A smooth and seamless transition from one channel to another and between different platforms 


Customers expect a connected and interactive experience. This means that your preferences are recorded through the interactions of the contact points throughout the shopping journey and that any requested information is quickly made accessible in any of the virtual places of the user’s choice.


Communication customization 


CRM transforms data into personalized communications and valuable relationships


While it is true that CRM is a platform to manage all customer data, it is no less true that this definition, in light of what has been written so far, seems decidedly reductive. The scope of actions that can be carried out thanks to the use of a CRM makes it a truly far-reaching approach that allows understanding and anticipating customer needs.


CRM is “the operational translation of relationship marketing”, the access point to an integrated and structured communication process. That is to say, it goes from the analysis of the data related to the purchasing and consumption behaviors included in the databases, through the elaboration of profiles, to the creation of real consumer groups.

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