What is a Unique Identifier, and why it is critical to evolving your Customer Experience?

Have you recently, or are you in the process to upgrade to a new CRM platform that integrates your customer operations and marketing together?

If the answer is yes, then you know (or need to know) that your data is the gasoline that drives the effectiveness and efficiency of your CRM.

In order to get the maximum ROI out of your new CRM, you need to ensure that your data is clean and optimized to flow thru your different systems.

Additionally, you will want to identify (or develop) a unique identifier for each existing and prospective customer in your business.

A unique identifier is a “tag” applied to each customer that allows you to track your customer throughout all facets of your business and operations. Does this sound creepy?

It can.

However if you want to evolve your customer service operations, improve the overall customer experience with your brand, and maximize the value of your new CRM platform, leveraging unique identifiers is critical to your success.

The benefits of implementing a unique identifier include:

• Provides visibility into how your customers interact with your products and your brand across multiple systems and platforms (outside your CRM)

• Supports customer journey mapping exercises to identify optimal ways to create personalized experiences with your brand

• Activates AI and machine learning in your CRM

Once you have a “unique identifier”, your data is equipped for action.

You are now empowered to deliver a data-driven customer experience and communications journey from your new CRM. And most importantly, you can start to generate the ROI from your CRM investment.