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Validation and classification of customer profiles in CRM database enhanced marketing opportunities for trade and investment client

Validation and classification of customer profiles in CRM database enhanced marketing opportunities for trade and investment client Banner

Client Profile

The UK based organization working with governments and companies across the world to enable international trade and investment. They support their clients in building and executing strategic plans to attract investments and grow businesses in new markets.

Business Need.

The company relied on thousands of customer records lying in its CRM database for its marketing efforts. However, the number of duplicate records, incomplete entries and chaotic nature of the database adversely impacted the marketing ROI.

The international trade and investment company wanted a well segmented, agile and clean customer profile database which would propel a focused marketing penetration and accelerate targeted growth. They therefore wanted to validate, verify, cleanse, enrich and classify customer information to create effective customer profiles so that they could connect with the right customers with the right message.

Challenges.

Solution.

Designed a standardized workflow for accurate customer profile update in the CRM database which included:

Approach.

Workflow was split in two parts for better resource utilization and increased productivity. Verification and update of intricate and confidential details like revenues, year on year turnover and number of employees was done with help of complex handwritten codes. However, Macros and crawlers were used to collect, verify and enrich simpler and easily available details like foundation year, company addresses, and contact details from sources like company websites, social media sites, business directories etc.

Implementation:

Quality Check and Audit:

Business Impact.

100 % accuracy of CRM database
Enhanced cross selling and up selling opportunities
Better marketing ROI
Increased sales revenue
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