As a marketer, you want to always be improving the customer experience so they keep coming back. One particularly popular topic for companies right now is what it takes to have a well-oiled Customer Experience Management (CEM) operation. How are successful companies leveraging data to improve this experience and be profitable?
For starters, they have a more sophisticated data management strategy. Disorganized and low quality data is simply expensive background noise. Actually investing in some tools to mitigate your data integrity issues would be a great step in the right direction. In comes progressive profiling.
Salesforce’s Pardot explains progressive profiling as the automation of displaying new form fields to prospects based on data points previously collected. By using conditional fields, you can use less form fields to maintain high conversion rates and still capture new information.