It’s time to tackle the elephant in the room and finally let marketing, sales and service work together. The industry has been talking about Customer Experience (CX) for more than three decades, yet, and I’m sorry to report, most of these teams still work in silos, failing to share customer data across news headlines. with others and ultimately fail the client himself.
Putting the problem into perspective, recent research from SugarCRM found that half of sales managers admit they can’t access customer data through marketing, sales, and service systems, leaving team members in the dark. contact with customers without a clear picture of their customers.
This means that their salespeople spend only 54% of their time selling. This has a ripple effect on the churn rate of customers, with over half (56%) saying their churn rate has increased in the past 12 months and almost half (48%) not knowing why customers were unsubscribed! Ultimately, this costs middle market companies an average of £ 3.9million per year each.
These results should serve as a wake-up call for companies that rely on market leaders in CRM with software adapted to the behavior of stable and known customers. In a world where technology was supposed to make it easier to manage the customer experience, 53% of sales managers are tired and frustrated with the CRM administrative burden placed on their sales teams. These high-maintenance platforms constantly require manual feeding, which only adds to the problem.
Now is the time to let go of information silos, say goodbye to the city of spreadsheets, and get data out of its hiding place – for the good of the customer, the industry, and the organization. We need to create a world where businesses cultivate their customers for life by anticipating and meeting needs before customers realize they have them. We need to be more preventive and less reactive.
But how can your CRM systems predict the future when they don’t even know what your customer did last year? Innovative technologies such as AI have enormous potential, but they cannot work miracles. They need good, up-to-date information in order to make accurate predictions. And with 83% of companies surveyed planning to increase the use of AI technology to further augment their existing CRM processes over the next 24 months, that investment could be entirely wasted if the data connected to it fails. are not clean.
By bringing together customer data, identifying and filling the gaps, while pairing it with the right technology, business leaders can improve retention, increase revenue, and achieve more predictable business results.
To look forward
But, with 48% of sales professionals who think their CRM systems are inadequate, I understand that’s easier said than done. Especially since CRM systems are often deeply embedded in the larger systems and processes of a business. With that in mind, here are three key points for improving systems and uniting marketing, sales, and services with the ultimate goal of improving the customer experience and subsequently improving revenue:
1. No blind spots – There is nothing worse for a customer than having to start over every time they contact your organization. Rather than being limited to fragmentary views of the customer, often siled across the organization, organizations need to be able to instantly see all relevant information about their customer, including the past, present, and even the future (with predictive information), to create that long-term relationship. So many CRM systems are incapable of going back over a customer’s history – it’s crazy. It’s time to slash the walls that divide and hold data. Remove those blind spots.
2. No Loaded Work – You need to be able to automatically capture customer data and present it securely and in context to anyone who needs it. As I mentioned earlier, sales, marketing, and customer service staff have to manually enter countless customer details, making it difficult for them to do their jobs. It also exposes you to human error. It’s time to let technology do the heavy lifting, not the other way around.
3. No Barriers – Every business is unique and so are the needs of your customers, so why let a generic solution come between them? Instead of settling for a standard “out-of-the-box” solution with all the standard limitations of not knowing how a sole proprietorship or even an industry operates, organizations need to build a solution based on their needs and requirements. workflow. It used to be prohibitively expensive, but not anymore.
Only by putting in place the right technology that unites marketing, sales, and service, and letting it do the work rather than a staff who are running out of time and are frustrated, that organizations can deliver. the types of High Definition (HD-CX) experiences that customers need. The rewards are great, and the risk of not doing so is even greater. It’s time to break down those divisions, end more than 30 years of lip service, and finally come together once and for all under the banner of customer experience.