Decoding customer behaviour

Decoding customer behaviour
Decoding customer behaviour

“If you have a good, functioning CRM system, make the most of the data you have. Get stats on customers & revenue by sector, geography, identify customers that could purchase more and unloved customers whom nobody has talked to for six months. Build segmented email marketing campaigns to remind customers and prospects that you exist and to drive them back to the site. Target ex-customers and failed prospects particularly - they are the most likely to be your new customers.”

Henning Ogberg, senior VP EMEA at SugarCRM, says it has products such as linguistics analytics which can determine customer/clients personality, characteristics, needs and values such as openness and cheerfulness through their messages on emails and Twitter. This can help make further communications and connections with that customer more personalised.

It also offers a product which can monitor social media streams such as Twitter and Facebook looking at customer feedback, quickly identifying and resolving customer questions and complaints and helping create new leads.

“You have to have a bigger listening machine and systems which capture information when your brand is mentioned. You can see immediately on the CRM what a customer is thinking about your company and give the service they need right away,” he states. “You can respond back using the same channel.”

He believes businesses have to get their social media strategies right. “I grew up working with email but young people don’t use it anymore. The only way I can get hold of my kids is to look at what they are doing on Snapchat! Social media will play a much, much bigger role in the future,” he says.