CRM is transforming customer experience management
Simply put, the marketing channel -OCOM or Omni-Channel Environment is the same multi-channel marketing when it is implemented properly.
Of course, in addition to traditional channels (websites and emails) in the past, social media and mobile have also been added.
In all-encompassing channel marketing, all customer behaviors across all communication channels and points of contact are fully anticipated and supported in such a way that if the customer redirects from one channel to another during the buying process, there is no impact on your purchase Will not see. In this type of marketing, people and technology play key roles in the customer experience.
Over the past decade or more, many large and small companies have relied heavily on customer relationship management (CRM) software to ensure they have a comprehensive view of their customers. They have made big investments.
Old-fashioned systems spent a lot of time implementing and operating poorly, so for many companies, using these systems was a huge investment that would bring in a lot of return on investment. A little lead.
When Salesforce introduced its cloud-based CRM software last year, companies first gained experience with a hosting solution that could be delivered by anyone with a share of the customer.
Call center setup, inbound and outbound sales, marketing, and office jobs are a huge no-brainer, with a 1 to 6 month installation schedule.
While many companies still use CRM, there is evidence that the technology needs to evolve. An article by Jason Lark in Digital Marketing Magazine stated that: In the days when a marketing organization made changes to improve the status quo, the long-term roles and tasks assigned to them will be prioritized. It has taken a long time to get used to the abnormal condition of the scent.
“Marketing in accordance with a consistent advertising strategy is no longer a matter of time in organizing outbound communications.
Consumer organizations must respond to customers wherever they are: when customers send emails,Accelerate a user-posted social message, send a text message to the user, or make a phone call from the location where it is located, thus losing the transparency between traditional marketing and customer care: what It is important in both cases now, to create a coherent channel and provide experience across all channels at any time. “
In these circumstances, the customer experience of the marketing channel environment was swept into the market.
In this environment, customers expect to be able to initiate calls through any communication medium, wherever they are, and receive similar services (and accurate information, regardless of the channel they choose).
In principle, it is important to note that customers may come to you from anywhere, and handling calls by storing them may lead to an irrelevant, inappropriate and error-filled response.
As past years experience shows, the most important thing to note is that companies that want to deliver a truly ideal customer experience need to be proactive and not just responsive.
Lark says: “Evolving to CXM [Customer Experience Management] strongly creates an active need to create a positive feeling about your brand and, in turn, encourages you to retain the customer.
“This idea, in essence, points to the fact that responding to customer needs is less effective than arousing their feelings about the attention you have been given. In fact, it can be said that customers place special emphasis on being active and focused on getting their attention. ”
For small neighborhood businesses, it is possible for their customers to be friendly and understand their needs. Big companies need strong technology and a good design to benefit from “local and small store experiences.”
Fortunately, modern software makes this possible on a large scale and all customers feel its true value.
“Bringing together different sources of data for Single Customer View (SCV) and technology investment, allows you to develop insights and automate targeted marketing messages, with people based on your shopping experience and Their behavior across multiple channels allows for conversation. “
To anticipate customer needs and address them proactively, you must first understand their needs. Without the right platform from the pervasive channel marketing environment to engage with the customer, it will be very difficult to get the comprehensive picture of each customer needed for this approach.