Customer data – the most valuable resource of a company.
Marketing & Sales.

Customer data – the most valuable resource of a company.

Data displays the most important raw material of the 21st century. No economic good will be of greater importance in the future than qualified data from customers. The company-internal collection and use of data, considering the GDPR, ensures sustainable sales success and reduces the costs for generating leads.

The size of the company is hereby not important. No matter whether it is a small business or a globally operating large corporation – data can always be collected. The field of application is manifold: a targeted analysis offers the possibility to strengthen the brand, to optimize or develop products, to initiate a sales push or simply to reduce costs.

According to a survey conducted by Uniserv (December 2018 to April 2019), 91% of the surveyed entrepreneurs stated that the relevance of customer data management will continue to increase, nevertheless 62% are still dissatisfied with the implementation in their company. There is still a lot of unused potential which is “worth its weight in gold”. The Marketing & Sales division of the Munich Consulting Group advises companies of all kinds on optimized data management and CMS implementation for an excellent customer experience.

Focus on the customer

Customer centricity is no longer just a buzz word for agile companies, it starts to be a lived practice. The more information about a customer is available, the easier it is to derive its preferences and align business activities accordingly. Data is the basis for meaningful content, personalized addresses and customer-oriented marketing concepts. The customer wants to be understood and heard. This ultimately leads to a strengthened customer relationship and lasting trust in the brand.

Efficient data management – future economic success

There are various ways to collect data from customers: from a simple newsletter, to social media activities, to an attractive lottery. By providing goodies, customers are often more willing to provide their data. However, the collection is only one part of the overall data management. The cross-departmental provision and targeted use of data are essential for increasing efficiency. Automations pick up the data, reduce spending on marketing and sales, diversify the target group and enable personalized customer contact. Content management systems help to manage, keep information up-to-date and synchronize data. It is important to make the right choice, according to the current and future needs of the company.

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Daniel Sedlacek
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