Chapter 3 – Buyer Expectations Have Changed
Perform a data audit
Embrace the requirement for a single source of truth. This requires a commitment to data integrity, which means a centralized data store where customer data is integrated and available so it can be used to understand the experience you are delivering and referenced when making decisions about what to do next.
Get a CRM
Or, if you already have one, figure out how to get value from it. Most organizations that have a CRM fail to leverage it fully and are either not using it correctly, only using pieces of it, or haven’t configured it to how they do business. As a result, adoption sucks, employees don’t use it the right way, and you’re not getting value from it.
Build a data management strategy
Data isn’t static; it’s a living, breathing entity that changes and needs to be updated and audited regularly. That requires a unique skill set: a Business Analyst or someone who knows how to use the data to provide insights and understands how to turn raw data into a compelling story that delivers relevant and meaningful value.