Leveraging CRM tools can help communication service providers offer tailored services

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 10, 2020, 10:29 AM UTC

With more people working from home, communication service providers (CSPs) have access to a wealth of data.

Though CSPs have access to vast amounts of customer data - from demographic data to service history to communication preferences - their information isn’t organised. This lack of cataloguing limits its capacity to offer the right deal at the right moment. Using a CRM tool can help CSPs have a holistic, unified and all-round view of customer interaction and preferences.

Businesses should further use APIs to pull important customer information onto a single platform and ensure all customer-facing teams have access to the same organised data. Visualising data can also help CSPs improve campaign performance and drive conversions through appropriate targeting.

CSPs should offer shared tools to help teams collaborate in real-time. Combining customer feedback with data can further help businesses personalise services. 

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