Companies are constantly collecting customer data, but it’s difficult to generate anything useful from the information if it’s spread across different systems. Businesses are finding that standalone CRMs and disparate apps just aren’t cutting it when it comes to reporting, and find themselves having to manually aggregate data from their CRM and other tools which can be timely and costly.
So how do you achieve a complete 360-degree view of the customer? It starts with integration and ends with automation. As reported by Forbes, organizations use, on average, 35 different data-gathering systems, with little to no integration. In fact, only a quarter of businesses claim to have in place a fully integrated system. For everyone else, the lack of integration often cripples any efforts to obtain a 360-degree view of the customer.
The company Online Employment Website (OEW) achieved a complete view of their customer when they adopted the customer success platform Gainsight. OEW had information scattered, and without a holistic picture, CSMs were not able to focus on the right activities to support retention, expansion, and advocacy efforts. Gainsight gave them the ability to sync data from Salesforce and put it into Gainsight giving the CSMs a single source of truth. This switch reduced time to prep for customer meetings because the CSM could directly open the 360º view on the call and be prepared to answer any questions. Before Gainsight, CSMs used to spend a lot of time trying to determine which products the customer purchased—their time is now invested on delivering and demonstrating value.
The Importance of Customer 360
Customer 360 is a relatively new concept but as any competitive business will tell you, it is vital to understanding your customer and where they’re at in the customer journey. With a 360° view of the customer you will be able to improve your customer interactions, create better sales and marketing strategies, and create more personalized messages, all contributing to the end goal of better customer experience and increased ROI.
Imagine that your customer service tool didn’t fully integrate with your sales management tool? With a lack of integration, your customer service reps may be communicating with customers without a full view of the them and their journey. This could then result in inaccurate data which could affect marketing campaigns and initiatives and much more.
If you were to integrate and automate these tools, you would be able to solve customer-related issues in a fraction of the time because the customer service team would have all available account information in their application (i.e. Zendesk). The sales team would also be aware of any customer issues and would be able to solve them in their application (i.e. Salesforce) because the process is bi-directional. With integration and automation, teams can feel confident that they have the information they need to help the customer, ultimately reducing customer churn and the risk of inaccurate data.
With integration and automation you can create a single source of truth for your teams because you’re able to bi-directionally sync data from one system to another so support has all the information they need in their application of choice (i.e. Gainsight) and sales has the information they need in their application (i.e. Salesforce). This way teams are able to have all the customer data in one place and don’t need to relay information back to each other ultimately creating a better customer experience.
Seamless Collaboration Between Teams
Collaboration between teams can be challenging especially when you have to manually enter information. If your teams aren’t communicating you run the risk of double or triple entering data into your systems. By integrating and automating your systems, information is automatically distributed to the right systems with no overlap.
More Effective and Efficient Marketing Campaigns
Creating a complete view of the customer with automation will drastically improve your marketing efforts. You’ll be able to track every stage of the customer journey and issue the right campaigns to the right people at the right time.
Azuqua’s Solution: Customer 360
The most important thing when it comes to creating a complete view of the customer is integration and automation; if your customer success team is spending their time aggregating customer information from three different systems rather than using it, chances are they aren’t having the impact they could be.
Azuqua’s Customer 360 provides a blueprint for connecting all your customer-facing applications with powerful automation and integration so you can stay up-to-date on all customer journey related needs. With this powerful platform you are able to keep your teams housed in their own applications, eliminate manual data entry, reduce customer churn, and much more.
Want to see it in action? Schedule a demo to learn more.