The importance of keeping all your CRM data under one roof

13 Sep, 2017
3 Min Read Dan Ward

The importance of keeping all your CRM data under one roof


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With cloud-based Customer Relationship Management (CRM) tools becoming increasingly popular for businesses in many industries, product owners and marketing directors alike are coming to realise the benefits of centralised CRM data. There’s certainly a lot to be said for the business benefits of using a centralised CRM platform, from bringing sales and marketing teams closer together, to providing measurable Return on Investment (ROI) for your marketing and customer management efforts. In this blog, we’ll take a closer look at some of the benefits that a CRM platform can offer you.

Bring sales and marketing closer together

Centralising your customer data in a single platform means that both your sales and marketing teams have access to the same data. Advanced CRM tools allow users to create custom dashboards that present the most relevant data to them in an easy-to-read format, which makes it easy for them to get valuable insights more quickly. Tying your sales and marketing data together also makes it easy to deliver the right marketing messaging to leads at particular stages of the buyer journey, and to push qualified marketing leads through to sales in order to convert more customers. You can then analyse this data and use it to identify trends that will make customer acquisition and retention even easier in the future.

Convert new leads and nurture existing ones

Speaking to customers appropriately for the stage of the buyer journey they’re in is vitally important both in terms of attracting new leads and nurturing existing ones. With unified CRM data, your sales and marketing teams can give you a two-pronged approach to your leads that serves them the most appropriate messaging and content at the right times, and then entices them with offers at crucial points in the journey.

Integrated systems give you a single-customer view for advanced personalisation

Deep integration with CRM systems and an individual customer view gives your business more customer touch points and allows you to streamline internal processes by bringing this data together in a central place. Information can be released to any channel including websites, mobile apps, digital kiosks and SMS messages. Additionally, across-the-board integration of backend, SaaS and web-based CRM platforms means you have a 360 degree view of your customer and can target them with the most valuable messaging at the right place and the right time.

Deliver unique and relevant customer experiences

Understanding how your customers interact with your brand, which channels they use and when last they used them goes a long way towards creating user experiences that are relevant to-the-minute. With the advanced functionality of modern CRM tools, you can discover what brought a customer to your site, when last and how often they visited, and use that data to deliver truly contextualised and personalised marketing messaging.

If you’re considering a centralised CRM platform for your business, RXP can help. Download our free guide to digital platform trends 2017 at the link below or contact us directly if you have any questions about our CRM integration services.

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