Manage and use customer data correctly

customer data

Many companies neglect their most important asset – customer data – far too often. Yet follow-up business with existing customers is much more lucrative than initial business with new customers. At the same time, however, you have to be able to handle customer data sensibly. Without customer data management, even small and medium-sized companies are no longer able to track and merge customer communications across different channels and determine customer value. The lack of readiness to use software for managing customer data is often justified by fears of high costs and lengthy implementation processes. But this need not be the case! Quite the opposite, as you can see with SnazzyContacts.

What are the types of customer data?

Collecting customer data serves the purpose of better and more targeted customer management. But what types of customer data are there?

The first thing that comes to mind is the very classic contact data:

  • Address data, such as addresses of companies and persons
  • Contact information, such as phone numbers and email addresses

Increasingly important are other contact details:

  • Social media contact data, such as usernames on Twitter, Facebook & so on
  • Channel data, such as YouTube and TikTok.
  • In the business context, however, it is also data such as LinkedIn and Xing profiles

However, there is also other customer data that is generated, for example, during interaction with customers. This may be usage data on a website, items placed in a shopping cart, or orders and sales data. But sociodemographic data that further describes the customer, e.g., his economic and social situation, is also frequently used. Psychographic data says something about what customers think and feel. They are important in market research. In sales and marketing, there is also aggregated data or scores, which are combinations of the data from the types described above.

How can I collect and store customer data with Snazzy Contacts? 

In particular, Snazzy Contacts collects and stores customer master data from a wide variety of sources, specifically contact and address data. With features such as duplicate detection, automatic suggestions for relationships and automatic detection of social media profiles, these can be quickly improved. With categorization, you can tag the individual data and the complete person or organization entries with keywords to quickly find them again or to use them further.

With the various integration connectors, the most diverse systems can be connected and thus contact data can be brought into Snazzy Contacts or distributed to the other systems.

How can I use customer data with Snazzy Contacts?

Customer data is the most important raw material for every marketer. Customer data forms the basis for customer segmentation and personalization. The challenge is to structure and make sense of the existing customer information. With Snazzy Contacts, the different departments can use the centrally collected customer data to better perform their tasks. This offers, for example, the possibility to address differentiated target groups with high-quality data. Such personalized measures also increase customer loyalty. In the end, it also saves money, because personalized advertising has a higher relevance for the customer and therefore uses advertising media more efficiently than campaigns based on the watering-can principle.