To survive in this increasingly competitive business landscape companies must prioritize the experiences that their customers have when they interact with their brand second to none. One missed opportunity to create a personalized and enjoyable experience is often all that it takes to drive your customer towards your competition. With this said, how do you ensure that every interaction is personalized? Simply put – know your customer. While understanding customers seems like a simple concept, the execution of such an endeavor is a far cry from easy. In the following few paragraphs we will take a look at how to begin and why it is important to have a holistic 360 view of your customers and prospects.
It’s a journey not a destination
As with many analytic initiatives, the daunting details of an elaborate rollout paralyzes even the most agile and innovative companies. The fear of missing the boat, or spending money without a clear ROI leaves conventionalists in disarray. But, for those leaders who understand that 62% of shoppers EXPECT companies to personalize offerings lies an opportunity to separate from the competition and create a truly exceptional experience for their customers and prospects alike. To begin, organizations must try and paint a picture of their current customers and prospects from the interactions they are already having. Through Googles Kubernetes ingestion API, data from ERP’s, CRM’s, Email clients etc begin to make up the parts of your 360 view of your customers. Interactions from a sales teams CRM for example become enriched with information from other system interactions and help create a more personalized experience. The more of these legacy systems that can be connected and correlated to specific customers, the clearer the view of your customers and their buying habits starts to become.
Understanding that there will never be a shortage of possible data sources to enrich your 360 view, it is imperative to start simple. Start by looking at where your organization currently interacts with customers the most and study those interactions. Some common sources to start are CRM’s, ERP’s, Google Ad Words, Email Clients, etc. By understanding those specific systems and the interactions your customers have with them you can start to correlate behaviors and customer motivators across them. By then aggregating through the Kubernetes Ingestion API you can start to paint the 360 view of your customer and contextualize each interaction regardless of which source the insight was originally discovered in.
Go where your clients are
Once the basic systems are inside your customer experience architecture, you can start to get creative and pull in data sources where you are not currently interacting with your customers. Connections to social media, for example, allow you to understand far more about your customers sentiment on a wide range of topics than ever before. That insight can allow you to personalize the interactions you have with your customers on other systems and create a very individual interaction for each customer at scale. Social media is one example, and there is no shortage of outside datasets that will enrich your understanding of your customers.
Transparency into who your customers are, where they interact with your brand, and how they are motivated gives organizations a drastic advantage over their competition. While these insights provide value for the organization through transparency and understanding of their targets, the true value lies in the advanced data sciences capabilities you unlock with your 360 degree view.
To learn more about how to connect outside data sources, creating an omni-channel experience for your customers, or how to use advanced data sciences to separate from your competition please reach out to email@example.com
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