become a customer-centric business
DESCRIPTION
Explore a 360 degree view of your customer to understand their relationship with your brand or product. Using analytics and an integrated marketing approach, deliver amazing and intuitive experiences in a way that is natural and understood by your customer.TRANSCRIPT
360 Degree VIEW OF THE CUSTOMER
Become a customer-centric business
Problem Customers don’t feel understood by businesses
Problem Businesses have divisions, and different lines of business and systems are disconnected.
Problem There is a disconnect between how businesses see us and we see them.
Consumer Buying Process Each touch point is an opportunity for the company to meet demands or exceed expectations.
The Process
Call CenterOnlineOnlineSalesOnlineAdvertising
See an ad on TV for
a new phone.
Perform a search
and visit a mobile
carrier ’s website.
Search for products
and pricing.
Visit a store, talk to
sales reps, demo a
few phones.
Purchase the phone.
Set up online
account. Could
include automatic
payments.
Phone starts having
trouble. Visit website
and read support
documents. Can’t
find help.
Advertising Online Sales Online Online
Phone starts having
trouble. Visit website
and read support
documents. Can’t
find help.
Call Center
Channels and Departments Affected
Advertising
Sales
Online
Support
Social
Online/Web
Social
SEMMobile
Billing
In-Store
What if?
When you called the call center they already knew what your problem was because of the support documents you read on their website.
When you called the call center they already knew what your problem was because of the support documents you read on their website.
What if they already knew this was a common problem that drove a lot of calls, and updated their content on the website in the first place.
Solution Understand Your Customer From The Start
Consider Ask Yourself the Following
ONLINE What web pages do consumers visit before they call the 1-800
number?
1
CONSUMER BEHAVIOR Are there behaviors or patterns that occur before a customer
closes their account?
2
SOCIAL MEDIA Do social features change behavior? Increase engagement or
loyalty?
3
MARKETING Do particular types of email marketing drive in-store behavior
versus online?
4
Solution 360 Degree View of Analytics
Integrated
Technology
Data
New Analytics
Technology
Become Customer-centric
Become Customer-centric
Connect the data and build one single view of the customer.
Become Customer-centric
Connect the data and build one single view of the customer. Build a customer-centric culture and organization.
Become Customer-centric
Connect the data and build one single view of the customer. Build a customer-centric culture and organization. Break down the barriers that keep business systems and divisions divided.
Predictive analytics allow businesses to connect with individual consumers and create a better user experience.
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