US Businesses Know More About Customers in 2021 Vs 2020, According to New Insightly Survey

Innovator of Unified CRM Reveals New Insights from 500 Businesses and Tips for Reconnecting with Customers 

The landscape for businesses has undoubtedly changed over the past year – and with it, the relationship between business and customer has evolved. According to a new survey of 500 business decision makers, two-thirds say they know more about their customers now than they did last year. The study, commissioned by Insightly, the leader in customer relationship management (CRM) innovation, and conducted by Zogby Analytics, also shows that businesses rank CRM as the most important tech initiative of 2021, with data management and reporting falling closely behind.

“Businesses are finally recognizing the role comprehensive customer insights play in building lasting connections that can sustain good times and bad,” said Anthony Smith, founder and CEO of Insightly. “Last year forced companies to rethink how they do business just as it forced customers to rethink who they are doing business with. When all customer-facing teams share data and insights with each other and on a consistent basis – the customer experience can be optimized across the entire customer journey. As a result, more meaningful connections can be made and customer acquisition and engagement can be improved.”

The new survey shows nearly 60 percent of businesses are spending more on marketing in 2021 compared to 2020 – a sign that companies recognize the importance of being proactive with their customers by reconnecting with them throughout more touchpoints in the customer journey.

“Insightly has allowed us to ensure all disparate departments are on the same page as it relates to engagements with our customers,” said Randa Doleh, Business Systems & Analytics Manager at Sigma Equipment. “We started using the platform during the pandemic, which has proven to be a game-changer for our manufacturing business because it has helped us develop and strengthen a more complete connection with our customers.”

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In an effort to help more businesses establish those strong connections with customers, Insightly is offering its top three tips for 2021:

1. Combine and Conquer: Integrating all parts of the customer journey is critical now more than ever before – and that begins with breaking down walls within your own organization. Sales, marketing and customer service should have full transparency into what each other is doing in order to ensure a cohesive customer experience.
2. Avoid Email Overload: When it comes to communicating with your customers, keep in mind that digital fatigue is real – especially on the heels of 2020. Avoid mass mailers and instead, focus on personalizing your correspondence so that it is meaningful and less likely to get lost in the shuffle of daily digital downloads. With that, acknowledge the state of the world and think through the challenges that particular customer is facing right now in order to offer helpful insights and connections that matter and will sustain beyond the pandemic.
3. Put People First: Remember that it’s not just about closing the sale (and in reality, it never was). In 2021, customers want genuine connections and those cannot be established with a signature or built overnight. A strong approach to sales this year starts with “humanizing” the approach. Be helpful and offer support – consider delivering “free advice” via useful, original or curated content. Show customers and prospects that you are aware of their unique challenges and are investing in their success.

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