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Customer data management is a broad spectrum of information about the people your company relates to. At the very basic level, customer data provides an essential asset for understanding your customers and their goals and, how your business fits into the equation.

Although handling CRM is rarely easy many of the CRM’s today can store customer contact information, transaction history, conversations, and other data, allowing us to provide excellent customer service. To help you with this arduous process we are going to take a closer look at different types of data in your CRM and how to best use them.

Types of Data-

Identity Data | First and foremost, your CRM gathers identity data. As the name implies, this type of data serves to uniquely identify customers and facilitate contact. More specifically, this data often includes:

  • Name; first name (forename) and last name (surname), title or post-nominal (designatory) letters
  • Personal information; date of birth, gender
  • Job information; company name, job title
  • Contact information and postal address; phone number, email(s), physical address
  • Social network information; social media profiles, addresses, handles, etc
  • Personal information – Birthday, account info related to your company.

Descriptive Data | Descriptive data is more concerned with your customers’ lifestyle details. It should essentially be an amalgamation of who your leads and contacts are on a more personal level. As a result, it frequently includes:

  • Education and professional details – Name of the current company and their designation. Highest education level and schools they attended.
  • Family info – Relationship or marital status. Parental status. Any info about children.
  • General lifestyle info – Does the client in question own a house or do they rent? Also, do they own a car? Do they have any notable interests and hobbies?

Quantitative data | Simply saying, quantitative data is the data you can measure. This data is mostly about customer interactions with your company, whether they happen on your website, over the phone, or in person. Because this data is always boiled down to numbers, CRM metrics are the most common application.

A couple of examples are in order:

  • The number of purchases that the customer has made with your company.
  • The average value of their purchase history.
  • The frequency of their visitations to your website.
  • The average amount of time they spend on your website.
  • How often they engage with your company on social media.

Qualitative Data | On the other hand, qualitative data is more descriptive. Customer attitudes, motivations, and behaviours that are linked to purchasing decisions are usually included.

Because it’s not possible to quantify this information, companies frequently use feedback questions and questionnaires to obtain it directly from customers. The following are some of the more common examples:

  • Giving a rating score to the customer service. (How helpful were our customer’s services?)
  • Rating satisfaction of their purchase. (How satisfied are you with your latest purchase?)
  • Detailing the journey that leads them to the purchase. (What led you to our store?)
  • Explaining what convinced them to make a specific purchase. (Why did you choose this product?)

Using CRM Data

Collecting CRM data in abundance won’t help you much. To put it into use, you need to understand its value and how it can be applied to managing your company.

As a result, we’ll now look at some of the most common ways that people use CRM data to improve their businesses. The important thing to remember is that you should carefully consider your business and determine which of these methods will work best for you.

Using Purchase History to Recommend Items |

Let’s assume that you’ve gathered data of a customer that purchased with your company. Once you study it, you’re most likely to find out why they made a specific purchase. With that knowledge, you can then predict their needs and provide the appropriate products at the appropriate time.

Optimizing Social Media |

It doesn’t take a lot of experience with social media to realise that optimising it is a difficult task. The best thing you can do here is to get to know your audience better. By doing so, you will learn how to structure your posts, and with the launch, you will target the demographic in the right way.

CRM info can be of great help here. By gaining CRM info you can get a firm understanding of the age, gender, and background of your target demographic. An experienced Social Media manager can then use that info to craft an effective Social Media marketing campaign and win over the right customers.

Re-engaging Former Customers |

Brands these days keep evolving the way they market; the way operates and serves their customers. Customers might juggle between their favourite brands or stick with one.  As a result, it should come as no surprise that businesses frequently struggle with customer retention. Using CRM to show your customers that you care is one way to help them stay with you.

You can always send an email to wish your old customers on their special days or show them your appreciation and gratitude by dropping an email. Small steps like this can go a long way in customer loyalty.


Customer data is more important than ever before. Implementing the right set of tools, systems and processes, your organization will put itself in a position to effectively use customer data and, ultimately, achieve more goals and grow business.

Shergroup’s manages your CRM data like you could never imagine. We gather your customer data, your ordering data, your sales team data, your LINKEDIN presence, your case management systems and your social media pages and combine them into One Big Email list!

Once we have created the email list for you, we can look at your CRM system and help you import your email list into it as a starting point for generating more leads. We can then import all that information into a lead generation and marketing programme to assist you in moving your list forward, adding to it, daily, and increasing website traffic. We will guide you in taking your first step into the digital marketing world by harnessing that data in a few easy steps.

You can get in touch with us today and discuss the best solutions for your immediate and long-term customer data management goals. Write to us at [email protected] or message us on one of our social media channels including FACEBOOK, LINKEDIN, TWITTER and INSTAGRAM to get started!

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Last updated | 19 July 2023

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