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The use of data to improve the relationship with the customer is essential today. However, neither raw data nor partial vision is enough. The challenge is to achieve a 360-degree view of the client to respond to and anticipate their needs. In short, this article talks about how to improve customer relationships through effective data management. To improve customer relationships, one must understand how to manage dissatisfaction and establish a two-way communication channel.
When a client exposes his dissatisfaction, he expects a quick response. And, if at this stage, data is available, the company can respond appropriately. If you have the right information in front of you, you won’t need to ask any more questions to an already frustrated customer. Besides, using a prepared knowledge base, you will be able to answer them spontaneously. On the contrary, unarranged data will complicate the situation. Without proper master data management, good governance, and the necessary quality standards, the information that reaches the end user may not be as correct, accurate, or up-to-date as it should be. If, as a business, you expect to provide an accurate answer using available data to the client’s query, it is advisable to ensure the following:

Having The Right Data

To have the right data, you must ensure consistency, quality, and up-to-date information, which is accessible at all points of customer interaction.

Be Respectful of the Data

Your data collection points must not pressurize the end user for the data. You should not demand data, and must not ask for it after already having it. No user likes to fill out a form that he has already filled in multiple times.

Listen and Respond Without Delay

For an accurate relationship with the client, it becomes important to minimize latencies and respond without delay. No customer wants to wait. However, in the absence of effective data management, you are left with no option but to put a query on hold.

Strengthening The Relationship With The Client

One of the best-kept secrets of outstanding customer relationship managers is treating them like valued partners. To achieve this, you need to make communication two-way and have a transparent strategy.

Let Clients Know Their Opinion Matters

Generally, customers do provide data and feedback once. However, to make them participate actively in this data-fetching drive, you need to tell them that their opinion is taken seriously and acted upon. This does not mean that you have to reply to every proposal you receive on social networks, but you have to show them that their opinion matters.

Besides, it is necessary to ensure the quality of the data behind all these actions. To do so,

Recognize The Importance of Data Quality

You need to understand that it is not only an IT problem but a business issue that requires keeping communication channels open and treating this aspect as a priority issue.

Don’t Go Overboard on Completeness

Achieving absolute accuracy for every piece of information that flows through your systems should not be your goal. Each business application has its level of requirements and must accept that quality varies. So, try to apply the highest criteria where it matters most.

Don’t Forget To Track

Data entry requirements change daily. In simpler terms, today’s valid data can become inaccurate over time. The key is to consider data quality as a process.

Control The Data

Finally, it is all about master data management. Good customer relationships, from the establishment to maintenance, require strong master data management.

In a world, where the information we have grows by leaps and bounds, one needs to achieve a 360 degree view of available data. And, this can be done only by effective data management.

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