Many companies have started with grandiose objectives on achieving a customer 360 vision, however what is implemented often misses the mark. Every company wants to delight their customers with their superior customer service. Sales representatives should have easy access to account information including Sales order status, Service Ticket status and Product complaints before going on a customer visit. Service Reps should have knowledge of the past services performed, commitments made by sales team, SLA’s, open service tickets and Parts ordered status. Call Centre agents should be able to identify the customer on receiving the call, be aware of SLA’s, ensure first time resolution and respond to emails within SLA.
Customers should be able to easily retrieve all information they are looking for when it is convenient for them through any channel they prefer. Marketing team should be able to gather and enrich customer information so that they can plan and run personalized campaigns. Channel managers need to track partner performance, provide tools and collateral to partners and help them succeed. Companies would like to find ways to acquire new customers, identify and retain valuable & loyal customers.
On top of that every company has different systems for different processes, which don’t talk to each other. Customer data is stored in silos across the company in places like Excel, FoxPro, Lotus Notes, Outlook, one or more ERP systems, multiple CRM systems and different reporting tools.
So how do we get to a Customer 360 degree view of the customer?
Below are some high level steps that we have used to develop a CRM Roadmap for our customers in their quest for Customer 360 degree view.
Following are some of our lessons learned while doing CRM roadmaps for different companies:
We work with clients of all sizes and industries to develop business visions and strategies for their Sales and Service & Support organizations that achieve long term, measurable success through truly transformed customer relationships.