Using Data from Your CRM to Your Advantage

Are you leveraging data available to you to simplify day-to-day operations and increase your agency’s revenue?

A customer relationship management (CRM) system enables your agency to collect and maintain customer data and interactions to create a personalized experience with your agency for leads and customers. Collecting and analyzing customer data will help you truly understand your customers and anticipate their needs for higher retention, and customer satisfaction.

Tracking and analyzing data can be overwhelming, but when done properly, it can be used to gain insights into your customer base that can help grow your agency’s revenue. In this blog, we will cover the types of data available to you in your CRM, which aspects of your business to leverage your data and some best practices.

Types of Data in Your CRM

Before diving into how to use data to your advantage, let’s cover the four main types of data you will find in your CRM. 

  • Identity – This type of data would include names, mailing addresses, email, social media, phone number, birthday, etc. 
  • Descriptive – Company name, title/profession, family details and lifestyle information all fall under this category.  
  • Quantitative – These are any measurable data points that show you how your clients interact with your company. This can be the number of purchases, how often they visit your website or how they engage with your agency on social media.
  • Qualitative – This type of data is typically gathered by direct feedback and surveys sent to customers. This informs you of your customer’s attitudes, motivations and behaviors

How to use data to your agency’s advantage

Streamline Sales Processes and Close More Sales

Use your data to evaluate current agency sales processes in place and identify which ones are wasting your business’ time and money.

The data available from your CRM allows you to gain a better understanding of the needs of your prospects and customers and tailor your sales pitch to their problems and goals. This builds confidence with the customer and lets them know you understand their pain points and professional goals.

Utilize identity data, like customer location, to pair leads with the best-fit salesperson in your agency based on licensed states. This salesperson will know the local plans and carriers, allowing them to make the best recommendations and leaving the customers with a positive sales experience.

Gain a better understanding of what actions leads are taking during the sales process, how they are interacting with your content and business and how long it takes to make a purchasing decision to optimize the sales processes you currently have in place.

Set realistic goals for your sales teams and tap into your CRM data to develop attainable agency sales objectives. For example, if the average time to move a lead to a closed sale is four months, then set those expectations with your sales teams.

Level-Up Your Marketing

The latest CRM technologies allow you to leverage your agency’s data to create a personalized marketing experience for each of your clients.

Assess email data to create a more effective customer communications schedule. Find out what is resonating with your customers based on open rates and the best days and times to send communications.  With a CRM System in place, you can track your leads by source, pull detailed reports and create custom campaigns based on source and stage of the sales funnel to convert leads to paying customers.

Tracking leads allows you to understand which sources are the most effective and best use of your agency’s time and money. Track the ROI of your marketing and sales efforts and connect actual profits to lead sources to justify your spending on profitable initiatives.

Create a Personalized Experience

Personalization is the process by which an agency leverages data available to them to deliver individualized messaging to leads or current customers. An effective personalization strategy allows an agency to build strong relationships and trust with their customers resulting in high customer retention and more referrals.

Stand out in customers’ inboxes by using data available to you in your CRM to create emails with personalization unique to each customer. Provide personalization within your emails, many email marketing programs allow you the ability to create variable tags. A variable tag allows you to add customer information from their record to an email template.

Provide a personalization to increase customer retention—automate emails for clients that celebrate birthdays, company anniversaries, and holidays. When you take that extra step and provide a personalized touch to your service, clients will remember that.

Improve Customer Service

Analyze data to pinpoint issues with unhappy customers and if there is anything you can do to bridge the gap and prevent future issues. Gain insights into your customer base and discover new ways to better serve them.

Keeping accurate data of all interactions (emails, calls, texts) will assist your team in providing an excellent customer service experience. This brings whoever is helping your client up to speed on any interactions and issues a customer had previously had with your agency, allowing them to provide a quick solution.

CRM Best Practices

  • Do your best to avoid incomplete lead and customer records. Try to collect as much data on your clients as possible to ensure you are getting a 360 view.
  • Regularly audit data. Set a schedule with your team to regularly audit customer data to have the most accurate information in your CRM.
  • Standardize your data entry within your agency. This allows your team to have a formalized process when entering data and makes it easy for members to locate the data they need.
  • Only keep records of data that is essential to your business. Don’t clutter your CRM with data that isn’t important to your agency’s bottom line.


Tap into your data and increase your revenue with OneLink. Putting the proper tools and technology in place to collect and analyze data allows you to provide a seamless interaction with new and existing clientele. Automate marketing and track sales analytics to create personalized communications and customer service.

Take full advantage of OneLink CRM’s capabilities to communicate with customers across multiple channels and build strong relationships. Use automated communications, and built-in customer management to help your team stay efficient while outperforming the competition. Keep current clients happy and free up your time to prospect and attract new clients.

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