Customer relationship management (CRM) data have expand into the recognizable attic, loaded with stuff we’ve beyond about or can’t make useful. In the early days, we were relieved with CRM’s effortless ability to become our virtual Rolodex as it captured customer contact information digitally. The insights we gathered about our customers grew as the CRM system was reinvigorated with fresh customer information from marketing automation tools, external data sources, and even social media.
We have far more data than we ever probable could fit on a simple Rolodex card. Finally, we have all we need to build our sales pipeline and close sales effortlessly.
We can’t put these data to good use if we can’t find what we’re looking for. Instead, we need relevance, not just data. How can we use these data as a rich resource that can help us develop insight, create deeper engagement, and more sales?
The answer lies in predictive CRM analytics, which uses the data you have, combined with artificial intelligence, to create predictable outcomes. Predictive CRM uncovers hidden patterns within our data to create actionable insights.
When it comes to information overload, predictive CRM analytics is invincible. Armed with an amount of data that would cause our brains to shut down, predictive CRM pulls from a variety of sources, including the specific words a prospect uses in emails, pages viewed on your website, the search terms they used to find your website, and how they respond to emails. Because information is updated in real time, predictive CRM can find before unrecognized patterns and connections to uncover a potential customer that may have been missed. The possibilities available to harness predictive CRM’s potential are unlimited, but here are three ways companies are using predictive CRM today.
In terms of CRM, think of predictive CRM as an automated time-management tool for sales teams, filtering out irrelevant information and zeroing in on the sales pipeline to identify whom to call, what to say, and when.
CRM predicts the appropriate next-step action item for the sales team, which could include setting up a demo, a phone call to discuss pricing, or a trigger to send an email that provides more education. The actions could also identify which content from your virtual collateral shelf is more appropriate to send and when. Specifically, predictive CRM can empower sales teams by identifying by prospect what to do next, including:
Predictive CRM eliminates the one-size-fits-all approach of traditional content marketing pieces with the ability to match content to specific customers and prospects. Marston’s, a British pub and restaurant, created new marketing campaigns based on how customers reacted to personalized emails, even guiding its servers to make specific menu suggestions based on information about customers in the restaurant. When we measure how customers react to our outreach, regardless of whether they create a positive outcome, we gain valuable knowledge about what works and what doesn’t.
The insights gained from predictive CRM, combined with information about the strengths of individual members of the sales team, can ensure that new leads are matched to the most capable sales rep. This information can also be used to provide insights into how to coach sales reps after missed opportunities and training. Intuitive Surgical, a leader in minimally invasive robot-assisted surgery, needed a system to provide its sales reps with post-training retention and on on-the-job sales practices. Using game mechanics, the company delivered three-minute daily challenges virtually rather than in traditional sales training seminars. By combining game mechanics such as leader boards and social engagement with an adaptive “spaced delivery” approach, sales reps gained valuable knowledge, while managers gained real-time insights to proactively measure and manage team capabilities.
CRM provides a single view of all the information teams capture at every access point, including customer information, preferences, search history, and emails. Predictive CRM turns these data into actionable, practical steps that guide sales teams to the best action to take for the most favorable outcome. This is an opportunity for sales managers to find new opportunities from the data already captured.