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.
Sales and marketing management strategies
So, your sales team has secured a sale and gained a new customer. Mission accomplished, right? Wrong. Customers need to be nurtured, and cultivating these relationships over time pays dividends for companies. Through gamification and analytics, sales teams are more motivated to grow sales numbers, but it's what companies do next that is just as important. It involves a new way of thinking, away from an overwhelming emphasis on customer acquisition and toward customer retention. New software and best practices aim to help companies excel in this area.
Gamification features and performance analytics give sales directors the power to create competition among their teams, tapping into their already competitive nature to grow sales numbers. Continue Reading
While inbound marketing is considered a more modern approach, outbound methods aren't dead yet. For companies to nurture different types of customers, a mix of the two is required. Continue Reading
Marketing 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.
Marketing automation and CRM systems need to integrate in order to promote efficiency and improve communication between departments. Continue Reading
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. Continue Reading
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. Continue Reading
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. Continue Reading
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Contact 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.
In modernizing contact center software, oftentimes it's the legacy systems already in place that present the biggest challenge. Which ones should you keep and which should you toss? Modernization doesn't have to be all or nothing, though, and some hybrid of old and new could work. Continue Reading
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. Continue Reading
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.
Beacons have typically been used to sell products in retail settings. But can they also be used to inform and educate people on art? One museum is testing beacons to boost engagement among its patrons. Continue Reading
Strategies such as deep discounting represent a "race to the bottom" for retailers, say industry watchers. Companies should enlist communities and mobile devices to create real value for customers. Continue Reading
Businesses don't lack data on their customers, but strive for ways understand how to analyze it. The advantage goes to comapnies that can glean insight from data and use it to improve products and services. Continue Reading
While data analytics gives companies insight into customer trends, human reason still must play a role in business decisions. One company uses customer feedback and weighs it in tandem with its data to help solve problems and tailor services. Continue Reading