Some may wonder how important customer data is in CRM programs for companies? And how can it be used optimally? Customer data is the foundation on which companies and commercial activities of any kind are based.

Customer data directly affects reading everything related to business aspects accurately to develop different strategies, and thus contributes to managing customer relationships successfully and effectively to achieve the company's goals. CRM programs for customer relationship management are the best in building strong relationships with customers and collecting and analyzing all their data to provide companies with a complete picture of their customers.

In this new article on our blog, we will explain to you the types of data included in professional CRM programs, the importance of managing this data in building strong relationships with customers, and the negative impact of weak customer data on the workflow.

The negative impact of weak customer data on workflow
Companies' neglect of customer data on any sales management system within them, whether by neglecting to collect and analyze it or updating and organizing old data, negatively affects the relationship with customers and the workflow within the company, by affecting the following components:

Decrease in sales
In the event that customer data is not organized and care is taken to record it and create a database for it through the company's or business's CRM programs, this leads to errors and problems in communicating with customers correctly as a result of incorrect data recording and not verifying its accuracy, and thus the inability to follow up well with customers to complete deals or implement various purchasing operations.

Weak results of marketing campaigns
Marketing campaigns rely on data collected for customers on CRM programs to target them correctly when setting their goals, so in the event of poor quality of available data and not verifying its accuracy, this leads to wasting the cost of marketing campaigns, in addition to not achieving the desired goals.

Declining customer satisfaction levels
If customers are not followed up, their opinions are tracked, their problems are solved, and their needs are identified, companies cannot develop their products or services correctly and effectively. In addition to their inability to identify and solve existing problems, which causes the loss of many customers.

Wrong decisions
The decisions of business owners and businesses depend on the quality and accuracy of customer data, so the lack of good and accurate data leads to decisions that are not in line with customer needs or labor market trends, which harms the company and its competitive strength. Using advanced CRM programs can successfully help owners and decision makers make more efficient decisions regarding the work of the company or business.

What types of customer data do professional CRM programs provide?
The customer data that is entered and provided through advanced CRM programs varies, and is classified based on a number of main factors, which are as follows:

Contact data
This is the data that includes (the customer's name, the company name in the case of dealing with a B2B company, phone numbers, email address, personal address or work address).

This data is used in the event that a sales or customer service employee communicates directly with the customer, and this data is saved in the company's CRM database, with the possibility of creating a file for each customer that includes all of his data accurately without any errors.

Metadata
Metadata is data related to the history of dealing with the company, whether it is data specific to an individual customer or a corporate customer. This type of data can contain (the customer's job title, details of financial transactions, products/services allocated in the case of dealing with companies, the history of all transactions and the procedures that were taken in each transaction, and any other notes).

This data helps in knowing everything related to the customer when communicating with him without the need to ask him every time about any previous data, which contributes to providing a better and faster service without causing any inconvenience to the customer from repeating questions related to this type of data.

Qualitative data
This is the data obtained through opinion polls sent to customers via the business's CRM software tools.

Qualitative data helps companies build a clear picture of the services or products provided to customers, know their opinions about them, and what development methods can be achieved to satisfy them and gain their loyalty, in addition to knowing their opinions about the service provided to them by sales management and customer service management employees.

Quantitative data
As for the quantitative data that is included in the data available to companies' CRM programs, it is the data that can be measured based on the goals that are determined related to achieving the numbers of that data, and that data includes the following:

Customer Acquisition Cost (CAC), which is the amount of money spent to attract a customer.

Customer Lifetime Value (CLV), which is the monetary value of the customer relationship based on the current value of the expected future cash flows from the customer's relationship with the company.

Average Revenue Per Customer (ARPU), which is the total revenue divided by the average number of customers during a specific period of time.

Sales Completion Rate.

Website Conversions.
In addition to many other data that are determined according to the goals of each company.

This data helps provide a more detailed view of overall performance, which contributes to developing strategic and executive plans more accurately and effectively.

The importance of data management in CRM programs to build strong relationships with customers
The customer data contained and provided by CRM programs helps strengthen companies' and businesses' relationships with customers, by understanding their needs and improving and developing the services provided to them, through