Customer data in the digital age is extremely valuable. As marketing technologies advance, more companies are harnessing the data to personalize and improve the customer experience. But although there are plenty of platforms to help organizations gather and store their customer data, keeping that data up-to-date is where many CRM systems fall behind. Customer data decays at a rapid rate of 30% per year.
Rotten data can’t give you an accurate view of your customers. In fact, it can have a negative impact on your entire business. Bear in mind, this decay is not the result of customers purposely withholding their information. Rather, most studies show that the majority of customers are more than willing to share their data for a more personalized, efficient experience. So, keep reading to find out how to keep your data as fresh as possible.
1. Engage your audience frequently
Frequent communication with your members or subscribers is crucial to keep them engaged. Recurring, but not repetitive communications will maximize your chances of reaching your audience. When your communications are meaningful and frequent, your customers are more likely to engage on a deeper level. The more engaged they are, the less likely they are to drop off the map.
2. Personalize your communications
Customers crave personalization and 74% of marketers say targeted personalization increases customer engagement. Gather the data from your continuous and relevant communications and use it to better personalize future marketing efforts to increase open and click rates.
3. Automate with AI
Implementing processes to frequently engage with your target audience can take tons of time and effort if you do it manually. Luckily, you can use AI to automate the frequency, personalization, and management of your messages. AI can gather your customer data in real-time so you can curate every future communication with that individual to their particular interests, during that specific time. Integrating your AI tools with your CRM will keep your customer information as fresh as possible, which will help prevent the negative impact of data decay.