The number of channels for brands to collect information on their customers has grown almost exponentially in the last few years. While this presents brands with many opportunities, reaping the full benefits of this data across all departments of the business poses a greater challenge.
Rapid technological advances in recent years, including social media and mobile internet access, mean the range of ways brands can communicate with their consumers has grown dramatically. In turn, companies now have a greater capacity than ever to collect information on their consumers, from purchase and interaction history, to browsing behaviour and social media interests.
At the same time, the functions of marketing and customer service departments have converged as new channels concurrently offer an advertising medium and a contact point for consumers. As a result, while the wealth of information available increases a brand’s ability to tailor their service to each consumer’s individual preferences, it also calls for greater cooperation between departments.
Primarily, both marketing and customer service departments must have access to all the relevant information available, organised in a way that makes it quick and simple to access. For most brands, this means aspiring to a single customer view, building a profile of information on each individual they interact with to inform future contact.
Beyond this though, CIM data must also be able to filter through to other areas of the business. Information including customer social media sentiment and web browsing habits offer a vital source of free feedback on whether a brand is delivering an effective customer experience. Consequently, monitoring this information and communicating it to the relevant departments, from product development to website design, is a highly efficient way to improve a brand’s offering and remain competitive.
For more advice on how to get the most from understanding your customers, contact numero.