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Big data CRM integration

Big Data today seems to a buzz word that has affected every industry and all types of businesses. Let’s face it, today the customer is the king, undoubtedly! That is why CRM systems are becoming important backbones for businesses in every vertical. Big data CRM integration has made it possible and there are a lot of benefits of integrating Big Data and CRM.

CRM systems smoothen operations and impact business decisions with the focus on the customer. Data analytics goes even a step further and measures the effects of adopting CRM systems by an organization. The silos of Big Data when analysed,have the power to complement CRM analysis to gain insights and business intelligence.

Also Read: Synergy of Big data and CRM in future.

Benefits of integrating Big Data and CRM:

There are clear benefits of integrating Big Data and CRM into the ethos of an organization some of them are:

1. Enhance customer experience

Big data CRM integration allows a company to keep track of its data and this can naturally be used to improve the customer experience and increase customer satisfaction levels.

2. Take decisions based on actual data

Understanding the expectations of the customer can empower companies to take decisions based on the data analysis reports. These result in achievable goals that are customer-centric.

3. Predictive business strategy

Big data CRM integration has the ability to enable an organization to define their business strategies that will propel stronger customer relationships.  The leaders will be able to predict how the business will be accepted by the users of their services or products and hence select acceptable products and strategies.

4. Increased understanding of the customer

Benefits of integrating Big Data and CRM includes linking customer responses from social media platforms with the customer data locked in the internal systems and databases of the organization and thus brings in transparency between the two. This helps to create insights that are far-reaching to gain deeper understanding of the customers.

5. Measuring up against competition

Data analysis from CRM and Big Data platforms can be spread over time to reveal trends and patterns that can be used to compare self-performance against that of the competitors. This is useful when mapped to standard metrics and KPI’s as may be specific to the industry or nature of the business.

6. Actionable insights and performance measurement of these actions

These insights can be used by an organization to take appropriate actions. Big Data and CRM analytics can go a step further to repeat the cycle to trace the results of the actions taken. This circle of performance driven performance measurement leads to a model where continuous improvement is promoted.

7. Instant and real-time analytics from across the globe

The analytics can be achieved in real-time from data collated from across the globe. This instant access means that the back-end CRM system is powerfully integrated with the happenings of field operations with live customers.

8. Computing with AI, IoT, Hadoop and cloud

Such huge volumes of data throw up computing and data storage issues. The power of the cloud comes in very handy here as it means that cheaper and faster computing and storage services can be utilized by an enterprise to their advantage. With the widespread adoption of IoT, CRM software will be able to process data captured from all sorts of devices in the operational pipelines. CRM is based on relational data, whereas Hadoop can focus on parallel processing of Big Data with cost-effective storage.

There is a culmination of structured and unstructured data sources into a seamless integration when Big Data combines with CRM. For instance, customer information such as profiles, demographics, sales purchase histories, can be augmented with data from the real ground to offer a holistic view of customer patterns, customer profiling, analysis of market and customer sentiments, and analyzing the behavioral trends and patterns of individuals or a certain section of customer base.

There are affordable options today with the emergence of CRM software solutions that integrate analysis and processing capabilities for Big Data into creating better customer experiences. The idea is for the business leaders to adapt to the dynamic changes rapidly. Vast pools of data can be synchronized into the CRM processes, but ultimately the humans have to use some instincts to draw meaningful conclusions from the data. The visibility of the data can pump into all the functions that face customers or are based on the customer experience. These can include product innovation centers, idealization points, marketing, customer service departments etc.

Sarika Aggarwal

Author Sarika Aggarwal

I am a qualified software engineer with rich corporate experience in IT. I have delved into a variety of topics and industries, from lifestyle, real-estate, fashion, travel, parenting, education, thought leadership, to tech, from fact to fiction.

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