CM.com: Higher conversion and customer loyalty through the enrichment of data

Interview with Cas Schalkx, Senior Product Manager e-Commerce at CM.com

Texting old-fashioned? Not for CM.com. This successful Dutch company started in ’99 with sending text messages for discotheques to engage with their visitors. The company now offers a complete communication platform (CPaaS) on which messages, payments, apps and voice are integrated. From two-step verification to QR payment to multi-channel messaging, CM.com helps companies worldwide with communication on mobile channels. Because self-service is a core component for CM.com, it is important to make customer onboarding as easy as possible. Altares Dun & Bradstreet has been supporting CM.com in optimizing its onboarding process since 2015. Using the D&B Direct API, CM.com’s webforms automatically enters the correct data when someone is seeking for a contact, by entering the first credentials only. This means the user is able to complete the form fast and correct, which leads to higher conversion. To make even better use of the company data, this information is also used within CM.com’s own marketing data and customer data platforms.

CM.com: Higher conversion and customer loyalty through the enrichment of data

Interview with Cas Schalkx, Senior Product Manager e-Commerce at CM.com

Texting old-fashioned? Not for CM.com. This successful Dutch company started in ’99 with sending text messages for discotheques to engage with their visitors. The company now offers a complete communication platform (CPaaS) on which messages, payments, apps and voice are integrated. From two-step verification to QR payment to multi-channel messaging, CM.com helps companies worldwide with communication on mobile channels. Because self-service is a core component for CM.com, it is important to make customer onboarding as easy as possible. Altares Dun & Bradstreet has been supporting CM.com in optimizing its onboarding process since 2015. Using the D&B Direct API, CM.com’s webforms automatically enters the correct data when someone is seeking for a contact, by entering the first credentials only. This means the user is able to complete the form fast and correct, which leads to higher conversion. To make even better use of the company data, this information is also used within CM.com’s own marketing data and customer data platforms.

1. The challenge

The lowest possible barrier

Cas says: “A large part of our business is self-service. People sign up for our services. To ensure that they complete their registration and thus increase our conversion rate, this process must be as easy as possible. We’re always looking for ways to improve onboarding.” One of the ways to do this was to automatically add company information to the web form. When someone types in the first few letters of his or her company and selects the right organization from the drop-down, CM.com also wanted to automatically fill out the form with the right information. Cas: “We were already familiar with the D-U-N-S® number. Given Altares Dun & Bradstreet’s large corporate database, it was a logical step for us to talk to them.”

A large part of our business is self-service. People sign up for our services. To ensure that they complete their registration and thus increase our conversion rate, this process must be as easy as possible. We’re always looking for ways to improve onboarding.”

2. The solution

Extra service with self-service

“The implementation of the API was pretty straightforward. It is modern and offers a so-called typeahead function. With this, possible matches are already shown during typing. We also have access to rich information sets, such as family structures and sectors.”

We also looked at other possibilities. Cas: “In addition to the basic D-U-N-S® number, we make use of a more extensive call for our own marketing data and customer data platforms. We use this data for marketing segmentation and optimization. We divide our customers into certain profiles in order to help them with better content as much as possible. We communicate differently for each customer. Think, for example, of segmentation for new product releases, cases and workshops.”

The implementation of the API was pretty straightforward. It is modern and offers a so-called typeahead function. With this, possible matches are already shown during typing. We also have access to rich information sets, such as family structures and sectors.”

3. The result

Interfacing with own platform

By integrating Altares Dun & Bradstreet’s data into CM.com’s web forms, it is now even easier for customers to fill in their data. The onboarding has been optimized, which has increased the conversion rate. In addition to better segmentation, the data from Altares Dun & Bradstreet has proven its value for CM.com’s market analyses. Cas: “We now know which markets are growing fastest and which are losing ground. This allows us to focus our marketing efforts more effectively.” In its own product range, CM.com has also made the link with the data from Altares Dun & Bradstreet. Cas says: “What I really like is the link with our own customer data platform (CDP). This technology, which we both use and sell ourselves, offers customers the opportunity to use the versatile datasets of Altares Dun & Bradstreet to enrich customer data and to communicate much more personally. And of course that’s another thing CM.com is good at.”

The onboarding has been optimized, which has increased the conversion rate. In addition to better segmentation, the data from Altares Dun & Bradstreet has proven its value for CM.com’s market analyses. Cas: “We now know which markets are growing fastest and which are losing ground. This allows us to focus our marketing efforts more effectively.”

Do you want something like this?

Does the case of CM.com appeal to you? Would you like advice on how to use our data for your company’s objectives? Or do you have a question? Then fill in the form on the right. We will contact you as soon as possible.