A Digital Customer Relationship Management Strategy Starts with Data Entry

Customer relationship management (CRM) is the one-to-one direct communications that your store does consistently over time to build up your customer relationship. It uses data, analytics, and forecasting to produce the best sequencing for those communications and encompasses all your policies and procedures for working with a customer. One of the first policies that should be in place for your customer relationship management plan is how your staff will collect and enter customer data into your systems. Without a data entry plan, your CRM strategy can produce lackluster results and even turn customers away. With the right data entry practices, your store can deliver genuine, authentic messages to customers, even when those messages are automatically produced and sent out.

Title: Prioritize Data: How and When to Collect Data for Effective Sales Strategies

In the fast-paced world of sales, data collection is a crucial aspect that can significantly impact the success of your outreach and engagement strategies. Through our experiences and learnings, we've discovered the best practices for collecting data effectively and efficiently to enhance customer experiences and drive sales growth.

On the Sales Floor: One of the key insights we've gained is the importance of collecting data directly on the sales floor. This approach allows sales staff to engage with customers in a natural setting, representing the store's brand seamlessly. It aligns with the natural cadence of conversations and interactions, ensuring a personalized experience for each customer.

Contrastingly, collecting data at the checkout counter can lead to a rushed experience, potential mistakes, or even forgetting to gather essential information. Imagine asking a customer for their name and address right after spending an hour together discussing significant life moments and potential purchases—it disrupts the flow and diminishes the personal touch.

The Wishfluence platform provides a branded mobile app for sales staff to collect customer data on the sales floor with the customer. Using Wishfluence becomes a part of the in-store experience. Wishfluence started by digitizing branded paper wish lists and we have grown to a full CRM platform. Since our product was born out of the customer journey, it is an effective and efficient way for sales staff to interact with customers and provide the best service.

Without a policy in place for data entry, your CRM strategy and automatons can come off as disingenuous and inauthentic. Always enter data how you want your customer to see it. Ex. Andy and Carin Martin instead of ANDY /CARIN MARTIN.

Impact on Outreach and Engagement: As store owners, you have been collecting customer data for probably several decades, way before CRM software was available. The first point of data entry used to be the point of sale system and inventory management system. For entering products, a lot of stores have defaulted to data entry in ALL CAPS including with customer data entry. This sets your CRM software and automatic messaging campaigns to produce inauthentic messages to customers that are likely to be ignored.

The way data is entered and managed directly influences your outreach efforts later on. Establishing a data entry standard ensures that your messaging remains emotionally intelligent, even when using automation. This personalized approach sets you apart from others who may not be focused on the details that really matter to customers such as appropriate salutations and using their name correctly.

Get Creative and Stand Out: In a world where everyone is vying for customer attention, creativity becomes a powerful tool. Think beyond the usual tactics and find innovative ways to collect data and engage with customers. Whether it's through interactive experiences, exclusive offers, or personalized interactions, artwork, standing out ensures that your brand remains memorable and impactful.

In conclusion, prioritizing data collection on the sales floor with a branded process and digitization not only enhances customer experiences but also lays the foundation for effective outreach and engagement strategies. By focusing on quality over quantity and infusing creativity into your approach, you can differentiate your brand and drive meaningful connections with your audience.

Stay tuned for more insights and strategies for your customer engagement efforts.