Data, or information, is highly important and a valuable asset for organizations in today's business landscape, especially customer data. This is because collecting, managing, analyzing, and utilizing data for marketing strategies is crucial to outperform competitors and create enhanced customer experiences, thereby ensuring sustainable business growth.
"Customer Data Platform" or CDP is software or a program that helps collect customer data from various sources and consolidates this information to create individual customer profiles. This data is highly valuable to organizations as it can be used to create various marketing strategies and other business activities.
The challenges in collecting data within an organization
One major obstacle encountered by entrepreneurs is that essential marketing data is dispersed, segregated by teams, or departments using different software systems, often referred to as Fragment Software. This results in delays of weeks or even months to obtain the required data, making it impossible to promptly respond to the constantly changing customer needs.
Of utmost importance is the high likelihood that once data is acquired, it tends to be inaccurate. This inaccuracy arises from the different data collection methods employed by each software, often leading to situations where the same customer is viewed as different individuals due to the data being stored in varying formats.
CiMSO - Customer Data Platform
The CiMSO system prioritizes the storage of data (employee, managerial, customer), whether general or behavioral data, for the benefit of marketing activities and organizational development. As an ERP system developed from abroad, we place significant importance on data storage in accordance with PDPA, the Personal Data Protection Act of 2019, ensuring compliance with data privacy laws.
The Customer Data Platform (CDP) within CiMSO ERP Software operates through the following basic processes:
1. Creating Customer Profiles (Client Profile and Client ID)
The Client Profile and Client ID are the core of the CiMSO ERP Software system and are the first elements users need to understand. The system stores customer data by creating an ID, then maps this ID with the customer's data across modules. For example, hotel systems, restaurant systems, and accounting systems can share data within the organization. This ensures accuracy in data and presents a unified view of customers throughout their journey.
CiMSO allows for the creation of segments or customer groups based on specific characteristics by defining Client statuses, which can be created limitlessly. For instance, you can understand where a customer first learned about your product or service, what type of customer they are, when they started purchasing, their purchasing frequency, and their frequent service usage.
Furthermore, CiMSO can store data in real-time, enabling marketers or business owners to have an immediate overview and use the data instantly.
2. Data Collection
The CiMSO system can gather data in various formats due to being a fully integrated software. This ensures data accuracy because it's acquired when customers purchase goods or use services, whether it's hotel stays (INNkeeper), golfing (GOLFmanager), shopping (SHOPkeeper), dining (RESTauarteur), spa visits (SPAscheduler), event organizing (EVENTmanager), and more. The data collected by the CiMSO system includes:
Personal Data: Crucial for marketing, understanding target groups or customers requires personal information such as age, gender, occupation, income, language, nationality, and more. This data aids in accessing target groups and designing marketing strategies more effectively.
Transaction and Order Data: Recording orders, order dates, customer purchase values, products or services purchased, repeat purchases, credits, and more are crucial for marketing and sales strategies.
Product and Service Data: Collecting information about prices and inventory helps prevent missed sales opportunities and boosts sales. Having a strategy to meet target group needs requires available products.
Supplier Data: The CiMSO system not only stores customer information but also maintains supplier or vendor data, allowing for price comparisons, quantities, and swift marketing actions when prices fluctuate.
3. Data Usage and Data Analysis
Once we've gathered comprehensive data, it's crucial to utilize this information. Analyzing it according to each department's needs, especially in marketing, is essential. This dataset can be employed across various tools such as email marketing, advertising, and more to expand the customer base and increase the organization's revenue.
Additionally, this data can be used to provide personalized experiences to individual customers. For instance:
- Maintaining High-Spending Customers: In marketing strategies, you can immediately send emails with gifts or offers to maintain the loyalty of high-spending customers.
- Restaurant Services: If you aim to boost sales for a specific dish on the menu, you can create a customer group that prefers that dish and send emails promoting special offers.
Moreover, you can tailor your strategies to meet specific customer preferences or behavior patterns, providing a more personalized experience that caters to individual needs and interests.
If you require a consultant system and an ERP system for hospitality businesses (golf software, hotel management software, resort management software, event management software, restaurant, F&B and Central Kitchen Management Software, spa software, wholesale retail management, franchise management, and other service businesses)
Feel free to contact CiMSO ERP Software for a short demo (free, via online) at 02-1296312 or marketingth@cimso.com
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About CiMSO:
CiMSO, is a fully integrated ERP Software for Hospitality & Business Management for...
Lodging – Hotels, Resorts, Lodges, Game Reserves, Apartments
Hospitality – Restaurants, Bars, Clubs, Event Venues
Real Estate – Title Register, Leasing, Timeshare
Retail & Wholesale – Supermarkets, Retail Shops, Trading Stores
Services – Golf Clubs, SPA’s, Hydro’s, Recreational Activities
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For more information or free demo, please feel free to contact us:
E: marketingth@cimso.com
T: +66 2 129 6312,
LINE: @cimsothai
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