Understanding customers does not only mean to listen to what they explicitly tell you, but also to interpret signals received from them.
By integration, we understand that the effort must be switched towards the design of the campaigns rather than towards the attempt to create connexions between various actions of the users in various systems, activities which are usually very expensive, from the time perspective.

In the current context, the use of a CRM system is no longer sufficient, and it is also necessary to integrate and monitor the signals received from the customers from as many sources as possible. Furthermore, the integration of the data should reflect, as faithfully as possible, a customer’s interaction with your organization, whether it is an interaction with the financial department, the sales department, or the marketing department.

Characteristics

The flexible use of sources
You do not need to store data in-house, even when we are talking about data collected from multiple sources, whether online, or offline.
Integration of the execution capacities
The direct connection with the campaign management system and with the lead management for immediate actions.

Benefits

- the clear identification of interests – each interaction is a sign of the customers’ interests, the data integrity allows for turning to good account the cross-selling opportunities and the received signals as much as possible.
- providing the possibility of acting fast – by creating customized triggers and messages for each case