Customer experience is the end result of everything a company does. If customers aren't happy, companies risk losing money through defections or seeing their reputations damaged through complaints going viral. Companies need to do all they can to ensure a positive experience for their customers.
Excellence in just one area of business will not achieve this goal -- it takes a marriage of many aspects working together. Sales and marketing strategies ensure that customer retention is as important as customer acquisition; marketing automation technology cuts down on time wasted on extraneous and inefficient data collection practices, and enhancements in contact center architecture aim to improve the experience at that high-touch contact point.
This essential guide examines ways that the customer experience can be affected by advancements in these three areas. With all of them working together, companies can get the most value out of their CRM strategies.
1Marketing automation strategy
Marketing automation can be a good way to cut down on redundant tasks and boost productivity in your business. This doesn't mean that it's an unmitigated good by itself, as improvements are necessary to make sure it runs efficiently. It can also make some new processes possible, such as integrating with a CRM system to further save time and boost the value of your customer data.
Sales, marketing departments need to share knowledge
Marketing automation and CRM systems need to integrate in order to promote efficiency and improve communication between departments. Read Now
Striving for efficiency with marketing automation
At a company that provides photo and video services for weddings, marketing automation technology immediately responds to interested parties, eliminates redundant manual tasks, and frees employees to focus on excelling at their business. Read Now
Integration is key in marketing automation
Marketing automation can be irritating to customers rather than fostering engagement. In this data-driven age, marketers need deeper insights into their customers, so automation technologies should be integrated into an existing CRM system. Read Now
Navigating the marketing automation buying process
While marketing automation has existed for some time, the means of measuring its effectiveness is a relatively new thing. An expert outlines the issues companies must consider when investing in automation technologies. Read Now
2Contact center architecture
Contact centers remain as a high-touch forum of customer engagement. Whether it's through email, social media, chat, company website or telephone, customers are interacting directly with companies; and this is where the rubber meets the road in terms of customer service. The architecture of these contact centers needs to be ready for this flood of incoming data and to be upgraded enough to be able to serve their customer base.
Emotion analytics marks new innovation
Human emotions can be analyzed and diagnosed, just like other data outputs. At least, that's what Beyond Verbal is trying to do. The company is developing software to help contact center agents provide better service through analyzing vocal intonations. Read Now
Automation: Friend or foe?
Automating some contact center tasks is meant to streamline and improve the customer experience, but it can sometimes lead to frustration. In order for automation to work, it needs to work in concert with the human element and best practices. Read Now
Customer experience management depends on a blend of factors working in concert with each other. Companies need to focus on harnessing analytics to gain insight on their customers' behaviors and needs in order to provide better service. Technologies such as beacons and different methods of marketing and brand-building can establish trust and further develop relationships with customers. The key is for businesses to evolve their thinking and toss aside traditional strategies, embrace mobile initiatives and determine what customers want and where and how they want it.