Cases like these can be resolved with an external data enrichment process carried out by specialized companies, which will give your business a broader view of the customer's context. This is information that companies normally do not have easy access to and, if they try to capture it, it can end up being extremely invasive, which can generate friction in the process and, consequently, the risk of losing the customer.
This is the central purpose of data within CRM: to provide this context so that you have more information about the person or company on the other end. Based on this information, it will then be possible to take action and design more effective strategies, such as directing the offer of a product or service to a specific need of a customer.
Let’s say your company sells entertainment kuwait whatsapp number code packages and you discover that a particular customer has a 5-year-old child. For this customer, you could offer a children’s entertainment channel or even a package that includes, for example, a family trip that includes children’s programs. The offer will be different for a customer who likes sports than for one who likes adventure movies. By understanding your context better, you will also be able to use the data to better understand the profile of customers for different products or with different levels of use of your company’s products or services.
A store can easily identify which customers buy more or less frequently. But identifying a profile characteristic that separates these two types of customers may not be an easy task, although it is entirely possible. And by identifying which profiles consume the most in your store, women or men, young or old, who live nearby or far away, you can use this data to direct your efforts, both towards existing customers and to capture new customers.
Let's say you notice that people who live far away buy less because of the distance. One possible action would be to take your products to the customer, either in person or through an e-commerce site. Understanding the customer's profile and making the right offer, in the right way, is essential for the success of your business.
However, it is important to understand that we are dealing with people and that people are not static, which means that data will not be static either. Based on the data collected, you will need an evolutionary view of the customer profile to carry out new campaigns when the context changes. For example, a customer who was active suddenly stops buying from your store. Using only the data you have at hand, it will be practically impossible to identify the reasons for that interruption in consumption. However, using public data, you can discover, for example, that that customer has just had a child and that their spending is directed towards the child. What products or services can your company offer this person so that they continue to be a customer?
The difficulty in identifying and devising new strategies to win back customers or increase sales may indicate that your CRM process still needs improvement.