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Leverage VMS visitor data for sales and optimization

Leverage VMS visitor data for sales and optimization Photo

What gets measured gets managed. One important domain that has historically gone under-measured — despite the insight to be had — is the visitor experience. Today, there’s a way to effectively quantify elements of that experience and derive value from visitor data. Visitor management systems (VMS) provide insightful information about visitor sign-ins, which can serve sales and marketing and help the enterprise gauge the robustness of its security and compliance systems. Join us as we explore the ways that a VMS achieves this. 

How visitor data can improve the organization

The only reason to collect data is to inform action. Data gleaned from VMS can drive actions that smooth out sales processes, deliver cost savings, and augment compliance monitoring. 

Visitor data that helps close sales

For the enterprise that values a 360-degree view of their customers, VMS can provide data that enhance sales, marketing, and customer service. A Salesforce integration is available for Traction Guest, which means that visitor data, whether captured during guest sign-in at a facility or an interaction at a tradeshow, can be recorded as a leader who will receive marketing collateral in the future. The Traction Guest Experience Editor allows extensive configuration of templates, including text fields, so that questions can be asked of visitors (like the purpose of their visit) which can inform lead scoring and refine the content mix the organization sends to them. For visits to the facility, a specific activity linked to these events can be made for contacts in Salesforce. This can provide information about the optimal number of in-person meetings required before deals are closed or the preferred mix of touchpoints for different customer groups.

Visitor data that helps optimize operations

VMS data can also contribute to anomaly detection and site comparisons. This works especially well at the enterprise scale, as the sample sizes of visits and sites are large. Available information includes frequency of deliveries, amount of time required for sign-ins, and time-on-site among contractors, customers, and job candidates. Armed with this information, the organization can evaluate sites by outcomes, begin to diagnose blockage points that consume time, and make recommendations for optimizations.

VMS helps inform compliance

Visitor sign-in best practices involve the inclusion of documents required for compliance purposes. These documents include confidentiality agreements, liability waivers, and safety information, among other items. Digital records of these documents can help inform more complete reports for compliance officers to deliver to enterprise management. We’ve written extensively about compliance here.

VMS helps enterprises simultaneously collect data and follow the rules

The data from VMS helps fill an information gap from an important but often overlooked area: the on-site visit. While this data is important, privacy legislation must also be kept in mind when designing how data will be collected in a VMS and then distributed throughout the enterprise. Traction Guest is designed to make compliance intuitive, consent easy to get, and data simple to find, curate and remove when required by regulation.

Letting visitor data flow to relevant domains within the enterprise is just one more way to leverage the value of a visitor management system.