Through the Marketing Communication Audit we follow up on the typical client’s life cycle, from the acquisition phase, through the purchase phase, until the retention or the attrition phase. We survey the whole contact flow, mapping all communication’s elements, including theirs subjects and timing, and provide an improved communication flow for all phases of the sales cycle:
- presales phase,
- purchase phase,
- ownership phase,
- repurchasing phase.
General experience is that the quantity and quality of data in most databases, which were developed without the aspects of marketing analytical viewpoints can only guarantee the background for sales process administration, but aren’t suitable for advanced marketing activities. Therefore during the elaboration of CRM systems we highly recommend the insertion of new obligatory and optional data fields into existing sales administration, and communication flow, and/or we can try to insert data by the means of data enrichment from external databases, or surveys.