In case you haven’t heard, the old school thinking that customers are a commodity that can be managed is long passed its expiration date.
Nowadays, customers have the power. The rise of mobile and social networking means they are always connected and can find (and distribute) information in seconds.
As we discussed in a recent podcast, customer engagement is the new normal. To keep up in this new world, the most successful businesses focus on customer engagement by providing consistent, personalized experiences that reach customers just as they need them.
In layman’s terms, customer engagement means you have the eyes and ears of the customer. And, the customer is interested in interacting with you. Whether it be a proactive email reminding a customer about a renewal, or a text message promoting a special offer, customer engagement takes many forms.
One of the biggest obstacles to the customer engagement process is departmental silos. Too often, different departments engage with the customer with different tools. The marketing department might use marketing automation, the sales team a CRM, and customer support…well, a customer support tool. While these tools are critical, the result is that the data created and used in these systems simply stays in these systems. Other departments either never get access to this data, or get it in a format or at a time that does not help them when dealing directly with a customer. A recent case study about Sugar customer Bancvue by analyst firm Nucleus Research takes a closer look at the benefits of moving from multiple data sources to the Sugar increased productivity, visibility, and customer data accuracy.
A solid CRM platform functions as the engine that harnesses customer data and drives and orchestrates customer engagement. Through its advanced workflows and ability to break down departmental silos, Sugar enables every employee in the organization to engage with the customer. By orchestrating conversations between employees and customers across the company, every employee understands where a customer is in their engagement with the company. From there, the individual can engage in a consistent, valuable and personalized way to provide an extraordinary experience for the customer.
With Sugar, organizations tie together the sales, marketing and post-sales support interactions to help break down silos of information and process, to better engage with the customer.