Tighten the focus on enhancing the customer experience for business and consumer customers alike, as opposed to continually trying to attract new customers. That includes examining and, if need be, upgrading contact center and self-service tools including IVR and Web sites.
Can Your CRM Evolve as Fast as Your Customers? (Part 10b)
Also consider adding automated outbound notifications. This may also mean connecting existing on-premise ERP applications such as financials, purchasing and supply chain. This will further tighten integration and expand access to available customer and operations data.
Mobile is becoming the customers’ preferred communications means for multiple channels. Mobile-enable CRM applications and external and internal Web sites to serve customers and workforces using these devices, ensuring that mobile applications are connected into the contact center for seamless transition from channel to channel.
Build in and integrate with CRM real-time social media tracking, analysis and reporting. Add to this collaboration (contact management, surveys and activity charts) and marketing tools such as e-mail, profiles and mobile applications. Turbocharge customer referral value by accounting for customers’ influence with others via social media, and give this metric greater weight in assessing customers’ total lifetime value.
Applying BI and predictive analytics to data in real time is important to knowledge discovery about the customer while supporting marketing, sales and customer service operations. Mining data provided by analytics, applying mathematical models to it, and building targeted marketing initiatives with it helps connect the business manager to the needs of their customer. The benefit for the marketer is to see response rates climb as a result of marketing initiatives and to help validate the ROI from the CRM system in the process.