The value of good customer data

Now that the vast majority of business processes are digital and cloud-based, the potential to gather, maintain and use good customer data is also greater than ever. This in turn is enabling the CRM systems grow into their role as the new core systems of many companies – and many are choosing to build their processes around them.

With decreasing brand loyalty, increasing global competition and a growing distance between supplier and customer, the value of owning and working with customer data is also rising. Increased expectations of personalised customer experiences and the declining impact of anonymous, broad marketing also indicate that investing in CRM now will produce a good return.

The CRM systems have grown beyond their original roles as tracking tools in the sales department or distribution lists in the marketing department. The new technological platforms that are emerging are streamlining all communications and all business processes where customers are involved. Marketing, sales, ordering, trade, self-service, deliveries, customer service, "My page" and Communities. All in the same solution – fully integrated.

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Kenneth Lyngshede
VP Nordic Sales & Business Development, Knowit Experience
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The party ultimately responsible for handling of personal data is either a subsidiary within the group or Knowit AB. If you know which Knowit company is the controller, you can contact that Knowit company directly, and you can always contact us at dataprotection@knowitgroup.com.

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Targeted marketing

Targeted marketing – the audience of one

Relevant advertisements work – irrelevant ones are just noise and a waste of time. With a good system for customer data and a little intelligent segmentation (first-party data), you can increase the relevance of your message and reach those who want to hear from you. Both existing and potential customers. Advertising channels that are able to be personalised are increasing both in number and popularity, while anonymous mass communication is losing ground. These changes require more from the marketing department in the form of tailored messages and target audience analysis, but mean that less money is thrown away on advertising. Here at Knowit, we can assist with expertise, processes and systems that will make it easier for your organisation to become more relevant.

The modern sales process

The modern sales process

Just a few years ago, CRM systems were mostly used as simple call lists or reporting tools. And sales and marketing departments have been using completely detached processes for a long time. Now that trade is taking placing digitally, these processes are merging. Research carried out by customers is often traceable, and this is having an impact over an extended period and in multiple channels, both organic and paid. When done correctly, the modern sales process can be extremely efficient, frictionless and scalable, yet it poses new demands as regards organisation and systems.

The eternal customer journey

The eternal customer journey

Satisfied customers are loyal customers – and if we are truly content, we can become ambassadors for the organisations we buy from. In addition to the right price and the anticipated level of quality, the most important criteria for customer satisfaction are receiving good help and correct information. The conditions for providing good customer service are also constantly developing. Some people prefer to do things themselves and want efficient self-service solutions. However, others want to make contact – using the channel that suits them best – and want to be recognised and to arrive at a quick solution. The thing that both of these groups have in common is the need for structured customer information throughout the entire customer journey – all gathered in one place.

Technology and platform choices

Technology and platform choices

Old giants are losing ground and new players are emerging. Established platform boundaries are being erased and well-known suppliers are joining forces. The global market for CRM tools has undergone tremendous development and growth in recent years – a trend that is only increasing in terms of pace and intensity. Here at Knowit, we are constantly working to map and evaluate the various players, at the same time as building up specialist expertise regarding the leading platforms at any given time. Talk to us about e.g. Salesforce, Dynamics 365 and HubSpot.

 

 

 

CRM is dead – long live CRM

CRM is dead – long live CRM

Now is a good time to organise your customer data and appear more holistic and uniform across channels and processes. Data-driven customer experiences are now at the very top of the CEO’s list of expectations for the CMO.

Knowit acquires specialist competence in Salesforce

Knowit acquires specialist competence in Salesforce

Knowit Experience is one of the leading digital agencies in the Nordic region, with a strong focus and competence in data-driven customer experiences. Through the acquisition of the Swedish Salesforce agency 4front, we are now adding further competence and strength.

Learn more
Kenneth Lyngshede
VP Nordic Sales & Business Development, Knowit Experience
Contact me
Contact me

By contacting us you consent to Knowit handling your e-mail address and your name for the purpose of sending the requested information to you.

The party ultimately responsible for handling of personal data is either a subsidiary within the group or Knowit AB. If you know which Knowit company is the controller, you can contact that Knowit company directly, and you can always contact us at dataprotection@knowitgroup.com.

We store information about you for as long as we have your consent. You can at any time revoke your consent by clicking on Unsubscribe. The processing is performed in accordance with Knowit’s privacy policy.

Do you want us to give you a call?

By contacting us you consent to Knowit handling your e-mail address and your name for the purpose of sending the requested information to you.

The party ultimately responsible for handling of personal data is either a subsidiary within the group or Knowit AB. If you know which Knowit company is the controller, you can contact that Knowit company directly, and you can always contact us at dataprotection@knowitgroup.com.

We store information about you for as long as we have your consent. You can at any time revoke your consent by clicking on Unsubscribe. The processing is performed in accordance with Knowit’s privacy policy.

Thanks! We will call you as soon as possible.

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