In last week’s blog, we introduced you to the brand new scan we developed to help you find out exactly how digitally mature your customer communications are. If you haven’t had the chance yet to check it out, you can complete the scan in five minutes here. Try it out, as it will also help you to determine what aspects you can improve to boost your digital communication transformation.
Today, we’ll zoom in on two very important questions that you encounter while completing the scan: ‘Can you present all communications in one dashboard that can be consulted by every department?’ and ‘Do you measure the impact of channels?’
If your answer to both these questions is ‘No’, you really should start to invest time and effort into turning this around. In last week’s blog ‘How digital and interactive are your customer communications?’, we mentioned how “more digitally mature companies perform better in terms of customer satisfaction. They can improve digital customer journeys and focus far more on the personalization of customer communications and the dynamic interaction with the individual customer.”
The more accessible information you have on your customers, the easier it gets to provide them with what they need and give the impression that you’re on top of things. That’s exactly what a clear 360° overview of your customer communications will help you achieve.
All data, one location
But what is a 360° overview? You can achieve a 360° view of your customers when you manage to gather and monitor all data about your individual customers in one location. From contact information, to data concerning past and present buying behaviour, interactions with for example customer experience or even social media activities,… All these data combined in one overview provide in-depth insights on the needs and preferences of your individual customers. Eventually, this helps you to finetune their relationship with your brand to further improve the customer experience, individualize customer communications and boost customer loyalty.
Most businesses are trying to make the shift towards 360° communications but it’s not that easy as it may sound. According to Gartner, less than 10% of companies understand how to use a 360-degree view for growth. As a business you deal with a multitude of different types of data and information that come pouring in via different channels such as telephone, email, social media, live chats,… One of the biggest challenges for any B2B company is tracking an individual’s journey across these channels and touchpoints. This often results in an inconsistent customer experience. Funneling this datastream requires a lot of time, resources and also some more advanced technology to monitor it all and keep a clear overview.
Manage your data
The digital transformation provides new ways to go about customer data, measure the impact of your channels and speed up the processes needed to make the most out of your data in day to day customer communications and interactions. Platforms, databases and new ways of sharing information allow businesses to store customer data more easily and use every bit of them.
Departments such as sales, marketing and service have massive amounts of data at their disposal, and combining these data opens whole new perspectives in terms of customer engagement. When marketing, sales and service teams can combine the information they have on individual customers, a whole new world of possibilities opens up in terms of customer engagement. It becomes a lot easier to predict what the customer needs, allowing for better customer experiences and thus boosting customer loyalty and retention.
A 360-degree customer view allows for a better collaboration across departments. By using a shared CRM system, these departments can pass on relevant customer info to each other as they share the same customer view.