Three reasons why you should be using Salesforce forms
When collecting customer data, the headaches often stem from having to manually input data points and manage large deposits of data that may include redundant information. As a Salesforce Admin currently embedded at an eCommerce company that sells sleep products, I’ve learned how powerful Salesforce forms can create unique user journeys resulting in better, cleaner business insights.
Instead of using forms that collect data only to let them grow dusty over time, companies can benefit from investing in Salesforce’s form-building tool. Over my time working on integrating Salesforce into the company’s user journey, I’ve taken away a few key learnings as to why companies should let go of forms that require manual data management.
It’s key to avoid redundancies when you’re collecting large amounts of data
When our team set out to map the data journey regarding the company’s product registration process, we wanted to note where data duplication was taking place that could be avoided with a streamlined data funnel. Redundancy in information is often one of the top problems for business leaders, and we saw the opportunity to streamline data collection with Salesforce.
Suppose a customer engages with different forms at different touch points without a streamlined way of managing that data. In that case, that same name could appear multiple times, later making it difficult for teams cross-functionally to figure out where that person is in their user journey. With the automation that we’ve put in place through the Salesforce-powered form, the platform can check whether a particular user has already entered the company’s orbit. That way, one user can have a cleaner journey without getting caught in multiple communications streams.
Creating unique user journeys results in better customer insights
Moreover, we recognize that each user has a unique relationship with the company. Because the company offers a wide variety of sleep products, each customer’s needs are different. We can tailor the Salesforce form so that customers are served different journeys based on what they select in their form. There are even opportunities to gamify the form-filling process, so giving users a unique experience based on their selections. No two individuals have the same needs, so we build the form to ensure these key factors are taken into account.
On the business side, team members can utilize the platform to see the various products the user has interacted with or the communications a user has received since their first touchpoint with the company.
When all the information you collect is in one place, analyzing it becomes much easier
Salesforce can cross-analyze data and surface key business learnings, and the resulting reports are helpful for leaders to understand more about their customers and products. Because all the information is captured in Salesforce instead of in various data deposits, you can trust that the data is as clean as possible. Making actionable decisions based on real insights is critical to growth and success.
This can positively impact different departments, from Customer Success to Marketing, especially when it comes to user communications. When so much information is being shared all the time, particularly for an eCommerce company, it’s important to know at the tips of your fingers who’s opted into what kind of communication.
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