35 per cent of marketers are experiencing complications when attempting to implement multichannel support, according to new research from Forester.
The findings found that, while 77 per cent of those working in CRM thought a multichannel approach – using social media customer services, for example – would encourage sales, over one third said that they were unable to co-ordinate digital, mobile and social media CRM.
“Marketers continue to struggle with measuring digital strategies and marketing campaigns and their impact on strategic objectives and business success,” said Darren Guarnaccia, the author of the research.
“This study highlights the gains in revenue and customer satisfaction that mature multichannel marketers can achieve, yet many still need help to meet the expectations and demands of the multichannel customer.”
The research provided a crucial insight into the benefits of a multichannel CRM system. 40 per cent of those questioned who combined services like email tracking, social media business enquiries and other e-services, saw a very significant increase in marketing-attributing revenue. Meanwhile, 60 per cent reported a significant increase in return on marketing investment.
While highlighting the sales benefit of a multichannel customer management system, the study also found that 69 per cent of those customer relationship executives surveyed saw a customer satisfaction increase of 10 per cent across the board. Indeed, the team of CRM system analysts at numero have frequently highlighted the connection between multichannel connection and customer service experience. Indeed, you can read our most recent thoughts on social media business content management systems here.
If you’d like to know more about our social CRM systems or how multichannel customer management services can dramatically improve sales, contact one of the numero team.