CRM and customer data management

Implementing CRM software is a crucial step for any business. To take full advantage of it, it is essential to manage your customer data properly. Effective data management lets you get the most out of your CRM. Here is a detailed guide to help you along the way.

Feed your CRM with existing data

Your CRM becomes a unified, collaborative database. Before you start using it, retrieve the existing data from the tools you already use.

Old invoicing software

• Information to extract: Surname/first name or company name, address, postcode, VAT number, main contact, payment terms.
• Use: This data lets you keep track of existing customers and their purchasing terms, making the transition to the CRM easier.

Accounting software

• Information to extract: Your customers' and suppliers' third-party accounts, transaction histories.
• Use: Integrating this data into the CRM helps you get a complete view of each customer's financial history.

Microsoft Excel databases

• Information to extract: Cold or warm prospect files, contact details.
• Use: Excel spreadsheets, often scattered across various departments, may contain valuable information about prospects.

Email system

• Information to extract: Email addresses of all your contacts.
• Use: Centralising these emails in the CRM allows better management of communications.

Smartphones

• Information to extract: Mobile phone numbers, added contacts.
• Use: By integrating these numbers, you ensure that all relevant contacts are in your CRM.

Feed your CRM with external data

To further enrich your database, explore external sources. This information is crucial for completing and qualifying your CRM data. In compliance with the GDPR, collect customer data with their explicit consent.

For B2B

Google Business accounts

• Information to check: Addresses, phone numbers, websites.
• Use: Google Business is a universal directory that lets you validate and complete your business contacts' information.

Print press

• Information to extract: Business advertisements and announcements.
• Use: Free newspapers often contain advertisements that can help you identify new prospects.

Social networks (Facebook, LinkedIn, Instagram, TikTok)

• Information to extract: Posts, contact information, communication strategies.
• Use: By observing your prospects' social networks, you can better understand their needs and adapt your sales approaches.

Company information websites (societe.com, manageo.fr, europages.fr)

• Information to extract: Financial indicators, organisational structures, company histories.
• Use: These sites provide valuable data to complete your database and plan your sales activities.

Government websites

• Information to extract: Data on companies listed in the trade and companies register.
• Use: Although often raw, this data can be reprocessed to enrich your CRM.

Buying databases (Kompass, Cartégie)

• Information to buy: Pre-qualified files based on specific criteria.
• Use: Buying databases can speed up the acquisition of qualified prospects.

Online communication

• Actions to take: Create optimised landing pages, collect email addresses, send newsletters, run online advertising.
• Use: Attract prospects to your website and capture their information to add it to your CRM.

Business networks

• Actions to take: Attend events and trade shows, make contacts.
• Use: These networks are a source of valuable contacts for your database.

For B2C

Online communication

• Actions to take: Create optimised landing pages, collect email addresses, send newsletters, run online advertising.
• Use: Encourage prospects to give you their information via online forms.

Business networks

• Actions to take: Attend B2B events where you can meet individuals.
• Use: Although these networks are B2B, their members may have personal needs that your products or services can meet.

In-house competitions

• Actions to take: Organise competitions with attractive prizes.
• Use: Participants provide their contact details to take part, which enriches your database.

Business partnerships

• Actions to take: Work with neighbouring shops on joint campaigns.
• Use: Organise competitions and visibility exchanges to collect additional customer data.

To conclude…

Whichever route you take to qualify and enrich your database, the new data must be recorded in your CRM; otherwise, the action you have taken will not enable you to carry out the following ones properly.
Of course, you must identify contacts carefully, delete inactive ones and avoid duplicates.

In conclusion, for optimal data management:

1. Record all new data in your CRM.
2. Identify contacts carefully.
3. Delete inactive contacts and avoid duplicates.

Need support? Choose eKo. To find out more about all the features offered by our CRM, this way.