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A common question in modern digital business development is how much data is necessary to understand the desires of any given client. You should strive for a 360° view of your customers, but what data does that entail? The answer to this question is layered and may vary depending on your business, but one point is clear: any modern digital consumer interaction is another data point to record. Any sales, login attempts, support chats, et cetera can easily be logged within modern CRM systems, like Salesforce, if implemented property.

Data and data collection processes need to be properly set up so your business can engage with it and in turn the customers behind it. All customer facing teams should be enabled to capture, analyze, and respond to the data they collect. Proper Salesforce implementation and diligence in data collection can easily facilitate this process, providing your company’s representatives with dashboards and thorough historical records of customer interactions.

If there is ever communication between the customer and a representative, the representative should have immediate and comprehensive insight into what the customer wants, as well as a historical context to rationalize different decisions. Having this data means providing better, faster, and more accurate customer service.

Beyond just providing a higher level of service, 360° data about your customer can help you customize marketing outreach. Utilize tools like Marketing Cloud to send personalized emails and SMS based on the data collected, including product suggestions tailored to the customer’s search and shopping history.

If you need to ensure you have a system in place to organize and collect the data you need for a 360° view of your customers, contact Rosetree Solutions. We specialize in Salesforce implementations and custom development to meet unique business processes, and we can help you create exactly the customer overview and dashboards your sales and customer service representatives need using Salesforce services like Sales Cloud, Service Cloud, and Marketing Cloud.

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