Putting the customer at the heart of your organisation’s strategy has long been the elixir to business success. It seems obvious, doesn’t it, especially as we’ve had CRM systems in place for more than 10 years now?
However, at a recent event in London hosted by Celerity, data & CRM specialists, big players sat around the table and agreed it was still an aspiration and ever elusive goal for many.
It was recognised that CRM systems that combined digital, mobile and social data alongside traditional touch-points were outstripping those that didn’t.
Names such as Domino’s Pizza, Starbucks and first direct were obvious brands to cite that have cracked the customer service game thanks to their combined approach.
The John Lewis Partnership was heralded as delivering best practice in joining up online and offline data to deliver value-added customer service.
The benefits of joining up digital, mobile, social and offline CRM data:
Businesses that have integrated all touchpoints into a single view CRM system are outperforming those that aren’t because they don’t duplicate messages.
Data drawn from Facebook, email and other social media channels means large multinationals now have an opportunity to have a 1-2-1 conversation with their customers.
Increasing real-time relevance
Using mobile as a channel to collect and harness data has allowed companies to create specific, targeted and personalised offerings – such as ecoupons triggered by geodata.
Agile customer service
Companies that have embraced, and not shied away from social media, now respond to conversations with customers instantly. This demonstrates agile customer service.
Greater opportunity for personalisation
By tracking offline and online activity organisations can personalise content to offer the greatest reward to the customer.
Tracking consumers once they’ve left you
Data created by mobile payment from the digital wallet and passbook technology allows you to track the consumer once they’ve left your site (this can give you insight into their behaviour & preferences outside your arena).
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