CRM tool

This post was written by Efficyers

New technologies, communication channel diversification, ever-evolving consumer expectations… All these parameters impact UX, the much-feted customer experience, and call for new Customer Relationship strategies. How, then, can you optimize your 360° customer view to enhance performance and offer an unforgettable experience?

It is never said enough: “a satisfied customer is a customer which is more likely to come back.” Today, consumers demand a personalized relationship. They want to be recognized and understood, without having to explain the same problem over and over again to different people who are not experts.

Offer your sales and customer service teams a 360° customer view

With the ever-increasing amount of data, Customer Relationship Management is becoming more and more complex. To streamline this volume of data, there is no magical recipe! You need your teams to be able to easily and quickly access the information that is relevant to them. Not only is this a great time saver, it also enhances efficiency. Are you wondering how you can centralize all your data on your customers and prospects? Say no more: you need a Customer Relationship Management system. Yes, that three-letter acronym that everybody is talking about. You need CRM software. If you are still wondering why, head to our article Why you need a CRM software?

Customer intelligence, the cornerstone of the quality of your CRM software

Over the last decades, points of contact between businesses and consumers have multiplied. Nowadays, customers can contact the customer service via the website, a mobile app, chatbots, social networks, by phone or SMS…. And each of these channels offers a set of valuable data. The critical question, then, is how you centralize these data, to analyze them and use them in the right way. For example, have you already heard of CRM onboarding? This concept aims at grouping the physical and digital identity of your contacts. Careful, however, to only keep those data which are relevant. The GDPR (General Regulation on Data Protection) enters into force in May 2018 and will make sure you do! For more information, see our article  GDPR.

Interface your systems for a global and reliable view of your customers

Customer data is often stored in separate files or software: CRM, marketing solutions, ERP, databases, etc. A recent study by Harris Interactive confirms this trend. Nearly 50% of businesses have at least 2 customer databases, 30% have at least 3, and 19% have more than 4. Not to mention the many companies that still use Excel spreadsheets! So, now more than ever, your different software solutions have to communicate within your information system. To what end? To get a global, consistent and up-to-date view of all the data. For what benefits? The possibility to offer uber-personalized communication levels. Perfect! Because personalization is one of the hottest trends in Customer Relationship Management.

Towards an enriched, personalized and digitalized customer experience

With a 360° view of your customers, you will enhance the quality of the service you provide to customers. In just a few clicks, your teams can access all relevant information (stressing the word “relevant”!). Your customer experience, the holy grail of Customer Relationship, will benefit greatly from one or more of the following levers:

  • Personalized interactions
  • Cross-selling strategies
  • Multiposition view if your customer holds several positions in different companies
  • Making the most of the benefits of artificial intelligence for Customer Relationship Management
  • And more ideas to enrich the experience you offer your customers

Do you think you have all the customer data you need to work efficiently and offer a high-quality experience? Share your customer experience stories with us!

Learn more:

What is customer segmentation and how to get it right

CRM tool
CRM project: the 10 mistakes to avoid
Customer Experience: definition & objectives at Efficy CRM