Customer issue

Our Sales, Finance and Services departments gather a lot of customer data, but sometimes it seems as if only the customer data used for invoicing are correct and can be used. How can I make sure that I have insight into who my customers are, what they need, what they do and where my focus should be?

Approach

The financial system and the CRM system are used as sources to create a customer database. Using data from both systems, we create insights for the marketing and sales departments so they can define their ambitions, targets and focus. After this first step marketing and sales start working on structuring the customer data and keeping the data up to date.

Results