The cornerstone of every company is the CRM, containing the valuable contact details, plans and communication histories for all your prospects and customers. But there’s something missing – vital behavioral data on what led those consumers to you in the first place. Marrying that behavioral information with the CRM data can really transform how you engage and retain your customers, but getting there can be challenging.
In a multi-device, multi-platform, multi-channel digital universe, the consumer path to conversion is an exercise in island-hopping – which makes understanding the journey harder than ever for marketers and sales. As users move from device to device and channel to channel, tracking and analytical tools create pockets of data at each touchpoint. These disconnected islands of data are created at each web interaction, for every marketing campaign, at the app store and within apps themselves. What’s more, those past behaviors is the key to predicting future ones. Without connecting behavioral data to the names in your CRM, you’re not making the most of your most valuable relationship.
So how do we put the pieces together? How can we create a complete, cohesive picture of this fragmented path to conversion and use that data to inform customer relationship decisions?
What you don’t know about your prospects, is the key to success
Consumers who convert – via registration, app download or content interaction – are your most valuable assets. They have demonstrated the strongest intent and have the highest possibility of converting into loyal customers, avid players, or frequent app users. But it’s up to you to keep them engaged, respond to their needs, and sustain their interest, and behavioral data can help you do that. But often, CRM users rely on their dashboards to monitor leads and communication history while ignoring the journey the contact took to get there. That’s a mistake, because that pre-CRM path is a crucial one.
For example, prior interactions can tell you which campaign brings in most of the users who demonstrate the shortest path to conversion. It can reveal the optimal timing and frequency of promotions to a valuable segment. It can reveal the most common path users take from registration to first conversion. But that event-level behavioral data needs to somehow connect to your CRM.
Extend your behavioral data through the CRM gateway
By merging rich pre-acquisition activity data with information stored in your CRM, you can develop a far more personalized, relevant and sustainable relationship with your customers. Where did that lead’s first interaction with your business take place? Which articles did she read? How often, for how long, and when does he use your game, your app or your product? Is she responsive to promotions, and which kind? With a detailed behavioral portrait of your consumer, you have much more power to predict and prevent churn.
With access to behavioral data, CRM business users can segment leads into cohorts based on, for example, how long it took them to transition from site visitor to registered user or the usage patterns they displayed prior to entering the CRM database. These kinds of signals can be incredibly valuable for understanding what factors, behaviors, channels and touchpoints drive user acquisition, churn, retention and life-time customer value.
For example, imagine you can identify every user in your CRM whose behavioral history indicates a likelihood to churn within a two-day window. Even better, your CRM alerts you to this risk so you can send out a relevant and perfectly timed promotion to keep those users engaged. The applications of behavioral data to successful customer engagement are limitless.
Combining cross-channel behavioral data with CRM data gives a more complete and coherent picture of user behavior in a digital world where every move consumer action is relevant and every insight matters.
By understanding where your customers have been – you have more power to influence what they do next.