Use right technology (5/6)

Today, you have at your disposal dozens, if not over a hundred, of customer experience software solutions that span the range of marketing, sales and support processes.

So what are we looking at here? Mainly, CRM, help desk and marketing automation solutions. Together, these apps give you a 360-degree view of customers throughout their journey, lending context to customer conversations at each stage of the buyer’s journey.

Specifically, here are the key functionalities that help you roll out CX management end to end.

Lead nurturing. Nurture and qualify prospects and convert them into leads.CRM. Track deals across the sales pipeline and close them, create opportunities for repeat sales.Help desk. On board customers, track and resolve issues and increase customer satisfaction.Omni-channel. All your customer engagement channels — email, social media, live chat, web forms — are managed in one centralized location.Mobile. The ability to access customer data and interactions from your smartphone or tablet; conversely, customers can conveniently reach you from their mobile device.Predictive analytics. Uses data mining, AI and advanced algorithm to analyze, anticipate customer needs and personalize service.

You have two ways to approach technology for customer experience. One is you get a toolkit of different apps for sales, marketing and support and hope they integrate with each other. You will have to deal with different SLAs and varying degrees of support, which may lend inconsistency to your day-to-day business. And critically, you lose leveraging volume order and fail to merit discounts or deals when you deal with multiple vendors.

Two, you build a technology stack for marketing automation, CRM, salesforce automation, help desk. This is the better option because it ensures smooth customer data processing throughout the buyer’s journey. Remember, one of the most important things in CX management is context so all team members can follow the customer’s journey. Having a single stack of native apps means data is shared across platforms and its integrity kept intact. This makes endorsement between agents or teams efficient; in the process, customers experience continuity and consistency from you, even if at the backend, different teams are handling CX.

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Written by Atlas Solutions Group

Atlas Solutions Group is a global management consulting firm powered by our B2B network. Our network enables brands to discover and showcase B2B solutions. Brands broadcast their insights to engage stakeholders on a global scale. Atlas then leverages our expertise to deliver the right solutions for the right project at the right time.

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