CRM database enriched with accurate customer profiles for a video communication giant

CRM database enriched with accurate customer profiles for a video communication giant Banner

Client Profile.

The California based software company provides video communication services to thousands of Fortune 500 companies and US universities. They were looking to create effective customer profiles for millions of users on their database to market and cross sell their range of services including HD video and audio collaboration, Chat, Video Rooms and Workspaces, Enterprise cloud phone system and video webinar solutions.

Business Need.

With 700,000 businesses using only one or two of their solutions, the company wanted to unlock its true potential by upselling and cross selling. They therefore wanted to classify, cleanse and enrich inaccurate and incomplete customer data to create effective customer profiles with proper segmentation to properly market, sell to, and offer the right kind of products.

HitechDigital was approached to cleanse and enrich data fields including name, contact details and size of the company, turnover and other demographics for creating customer profiles that could result in winning more sales.



Designed an ongoing data cleansing and enrichment process using macros and bots for web research to collect customer information from online sources. The automated workflow ensured validation and verification of customer data against the latest information available online. Missing demographics, financial or geographical data was collected from authentic online sources selected basis predefined quality and customer profiling process.


The entire process of extracting unstructured data from company websites, social media sites, business directories etc., followed with validation, verification and enrichment of existing data required significant hand -coding. So, data professionals with domain experience automated the cleansing and enrichment of data for compiling customer profiles.


Quality Check and Audit:


Automated upload of profile data files, after cleansing, validation and enrichment, on the FTP servers.

Technology Used:

Custom tools, Macros, Bots and Scripts

Business Impact.

75,000 profiles pushed into CRM every month
Increased accuracy of CRM database
Enhanced sales revenue
Better marketing ROI
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