Headline FeedsCRM Buyer Talkback
|
|
Re: Creating Exceptional Customer Experiences, Both Coming and Going
Posted by: Kristin Hambelton 2009-11-18 02:39:29
See Full Story
One of the most important ways marketers can differentiate their offerings in today's unique selling environment is by creating a remarkable customer experience. One step toward achieving this goal is to ensure they have a single database that is tightly integrated with their CRM system to capture inbound and outbound dialogue and create a multidimensional marketing view of the customer. However, marketers face some hurdles as the inbound and outbound dialogue between brands and their customers gets increasingly diluted and difficult to control.
Hi Kristin,
Great article. I agree that having a complete single view of interaction with individual customers, whether that interaction is inbound or outbound, is essential to improving the customer experience and increasing sale conversions. However, this is only one piece of the puzzle. Rather than having a complete view of only customer data (which is often imperfect to begin with), you need an actual understanding of the individual as a whole – both what they will respond to positively and what they will respond to negatively. Utilizing analytics to engage with each individual customer is key to achieving this extra insight and understanding. Analytics help you to better understand your customers, how they will react to your messaging, and how to navigate through a conversation when you have contact with them, whether it is inbound or outbound. Knowing what not to say is just as important as knowing what to say, and you can only get the whole story by measuring both what is relevant for your customers and what they don’t care about. By using analytics to achieve this, you will obtain true customer understanding and significantly improve your customers’ experience and loyalty.
Great article. I agree that having a complete single view of interaction with individual customers, whether that interaction is inbound or outbound, is essential to improving the customer experience and increasing sale conversions. However, this is only one piece of the puzzle. Rather than having a complete view of only customer data (which is often imperfect to begin with), you need an actual understanding of the individual as a whole – both what they will respond to positively and what they will respond to negatively. Utilizing analytics to engage with each individual customer is key to achieving this extra insight and understanding. Analytics help you to better understand your customers, how they will react to your messaging, and how to navigate through a conversation when you have contact with them, whether it is inbound or outbound. Knowing what not to say is just as important as knowing what to say, and you can only get the whole story by measuring both what is relevant for your customers and what they don’t care about. By using analytics to achieve this, you will obtain true customer understanding and significantly improve your customers’ experience and loyalty.
