Summit Europe Sessions SiriusLab Harnessing Customer Data for Post-Sale Engagement

Harnessing Customer Data for Post-Sale Engagement

Speaker(s):  John Donlon, Lisa Nakano

Syndicate(s): Customer Engagement

Focus: Operationalize

Priorities: Marketing Data Management

“It is a capital mistake to theorise before one has data,” noted Sir Arthur Conan Doyle. Indeed, without high quality, connected data informing its strategy and execution, post-sale customer engagement can do more harm than good, with an organisation potentially placing its bets on the wrong accounts and focusing its efforts on inappropriate messages and misguided tactics. Flip that around though, and the right insights can help marketers turbocharge everything associated with building and maintaining customer relationships. So what’s the best way to source key data, ensure it’s of the highest fidelity and glean the insights marketers need to inform their customer engagement activities? This presentation will provide the following benefits:

For marketing:

  • Understand how customer engagement processes are impacted by data, and learn strategies for ensuring those activities are fuelled with the most accurate and complete information possible
  • Determine your organisation’s proficiency for data-driven customer engagement and how to improve it over time