How to Use Data to Improve Your Customer Experience 

How do you provide a meaningful customer experience that will enhance customer loyalty and accelerate the growth of your business? The short answer is data. The data you use to run your business is your most valuable asset and it’s important to have it organized and structured in a way that makes it easy to use. 

There are many ways to manage your business data within ActiveCampaign. In this article you’ll learn which option is best for you and how to take action on that data using custom reports, automation, forms, and email personalization. 

What are your options for managing contact information? 

There are three standard options for managing contact information in ActiveCampaign sales automation and CRM platform; Contacts, Accounts, and Deals. These have associated standard fields and custom fields that let you capture additional information about your contacts, deals, and accounts so you can manage your business data.  

Blog Contacts

Contact records aggregate and organize all the information you’ve collected about a contact. From the contact record you can edit and add information and a variety of contact management features are available to you. You can subscribe and unsubscribe from lists, start and stop automations, and add and remove tags. From the contact record you can also see a stream of the contact’s recent activity, create tasks, and add notes.

Accounts records on the other hand, let you store and track details related to a greater business account. Within an account record you can see all contacts associated with a business, and create segments and personalize emails with account fields.

And finally, there are deal records. A deal record in a pipeline contains information pertaining to a potential sale or opportunity—it is where you develop your sales process and get your leads to take action. Each deal can have a primary contact and secondary contacts.

If you need to capture additional information that doesn’t reasonably fit into contact, accounts, or deals, you can create your own custom objects or import data from advanced app integrations. 

What are custom objects?

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Custom objects offer the flexibility to model, manage, and automate your data in a way that reflects your unique business. With custom objects you can create dynamic relationships between standard objects like Contacts, Accounts or Deals and any data you use to run your business such as products, meetings, support tickets, events, and more.

This means that ActiveCampaign can be completely customized to suit the needs of your growing business. And your customers will benefit from having more streamlined and relevant touchpoints powered by your data. 

If you are looking for a flexible and scalable way to bring in data that’s unique to your business, custom objects may be the option for you. Better yet, they can be created directly within the ActiveCampaign platform — no coding required. 

What about advanced app integrations?

Your tech stack encompasses a lot of valuable data but it can oftentimes become siloed and mismanaged. In many cases, the value of your business’ data shines the most when it’s combined with data from your other apps and tools. That’s why ActiveCampaign gives you access to a library of 870+ app integrations.

Blog Advanced App Integrations

Several apps in particular have been enhanced to populate data from the app directly to a contact record. You’ll be able to build more powerful and unique automations across your entire technology stack using data from your favorite apps. If you use any of these apps you can experience the enhanced capabilities now:  

  • Calendly: See all your important event details, like event type, date and time, location, meeting details, status, and a link to go to Calendly directly to view all event details. The enhanced integration lets you trigger automations when Calendly events are created or updated.
  • Salesforce: Create or update an Opportunity in Salesforce and automatically kick off a series of internal alerts or tasks, trigger an onboarding message sequence, send a message to the contact within the Opportunity, and more.
  • Zendesk Support: Automatically sync prospect information like website visits, email opens, open support tickets and form fills between ActiveCampaign and Zendesk Support so your customer never gets a sales call while they’re in the middle of resolving a support issue.

3 ways to make your data actionable 

Blog Custom Reporting


Automations help to connect every channel you use in your business and use that key data to improve customer interactions. You can pull in and automate data from custom objects, your favorite app integrations, email marketing, social media, digital advertising, your website and more. Here are a few examples of actions you take with automation:

  • Create intelligence-driven automated email follow-up
  • React to contact behavior in real-time
  • Gather data to create profiles of your contacts
  • Qualify and automatically distribute leads
  • Deals can be managed and updated automatically
  • Use contact data to improve sales insight
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You can automatically populate data to your contact records when you build forms using standard or custom object fields. From there you can use that data to trigger welcome series, add them to distribution lists and tailor your communications.

Email Personalization 

Keep customers interested in your content and products with consistent and relevant content. One way to ensure personalized messaging is to pull in data from custom objects or advanced app integrations such as Calendly meeting details or a Zendesk support ticket status. 

Using a combination of these solutions lets you build the platform your way and sets your data up to directly support your sales and marketing efforts. When the data you use to run your business is organized and actionable, you will reap the benefits of a better customer experience.

The ability to create custom objects and custom reports is only available to Enterprise plans. Log in to create your own custom objects or custom reports, or upgrade now to take full advantage. 

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