Tag Archives: customer service
On Saturday, I got a call from my broadband company on my mobile phone. The sales rep pitched a great limited-time offer for new customers. I asked him whether I could take advantage of this great offer as well, even though I am an existing customer. He was surprised. “Oh, you’re an existing customer,” he said, dismissively. “No, this offer doesn’t apply to you. It’s for new customers only. Sorry.” You can imagine my annoyance.
If this company had built a solid foundation of customer data, the sales rep would have had a customer profile rich with clean, consistent, and connected information as reference. If he had visibility into my total customer relationship with his company, he’d know that I’m a loyal customer with two current service subscriptions. He’d know that my husband and I have been customers for 10 years at our current address. On top of that, he’d know we both subscribed to their services while live at separate addresses before we were married.
Unfortunately, his company didn’t arm him with the great customer data he needs to be successful. If they had, he could have taken the opportunity to offer me one of the four services I currently don’t subscribe to—or even a bundle of services. And I could have shared a very different customer experience.
Every customer interaction counts
Executives at companies of all sizes talk about being customer-centric, but it’s difficult to execute on that vision if you don’t manage your customer data like a strategic asset. If delivering seamless, integrated, and consistent customer experiences across channels and touch points is one of your top priorities, every customer interaction counts. But without knowing exactly who your customers are, you cannot begin to deliver the types of experiences that retain existing customers, grow customer relationships and spend, and attract new customers.
How would you rate your current ability to identify your customers across lines of business, channels and touch points?
Many businesses, however, have anything but an integrated and connected customer-centric view—they have a siloed and fragmented channel-centric view. In fact, sales, marketing, and call center teams often identify siloed and fragmented customer data as key obstacles preventing them from delivering great customer experiences.
According to Retail Systems Research, creating a consistent customer experience remains the most valued capability for retailers, but 55 % of those surveyed indicated their biggest inhibitor was not having a single view of the customer across channels.
Retailers are not alone. An SVP of marketing at a mortgage company admitted in an Argyle CMO Journal article that, now that his team needs to deliver consistent customer experiences across channels and touch points, they realize they are not as customer-centric as they thought they were.
Customer complexity knows no bounds
The fact is, businesses are complicated, with customer information fragmented across divisions, business units, channels, and functions.
Citrix, for instance, is bringing together valuable customer information from 4 systems. At Hyatt Hotels & Resorts, it’s about 25 systems. At MetLife, it’s 70 systems.
How many applications and systems would you estimate contain valuable customer information at your company?
Based on our experience working with customers across many industries, we know the total customer relationship allows:
- Marketing to boost response rates by better segmenting their database of contacts for personalized marketing offers.
- Sales to more efficiently and effectively cross-sell and up-sell the most relevant offers.
- Customer service teams to resolve customers’ issues immediately, instead of placing them on hold to hunt for information in a separate system.
If your marketing, sales, and customer service teams are struggling with inaccurate, inconsistent, and disconnected customer information, it is costing your company revenue, growth, and success.
Transforming customer data into total customer relationships
Informatica’s Total Customer Relationship Solution fuels business and analytical applications with clean, consistent and connected customer information, giving your marketing, sales, e-commerce and call center teams access to that elusive total customer relationship. It not only brings all the pieces of fragmented customer information together in one place where it’s centrally managed on an ongoing basis, but also:
- Reconciles customer data: Your customer information should be the same across systems, but often isn’t. Assess its accuracy, fixing and completing it as needed—for instance, in my case merging duplicate profiles under “Jakki” and “Jacqueline.”
- Reveals valuable relationships between customers: Map critical connections—Are individuals members of the same household or influencer network? Are two companies part of the same corporate hierarchy? Even link customers to personal shoppers or insurance brokers or to sales people or channel partners.
- Tracks thorough customer histories: Identify customers’ preferred locations; channels, such as stores, e-commerce, and catalogs; or channel partners.
- Validates contact information: Ensure email addresses, phone numbers, and physical addresses are complete and accurate so invoices, offers, or messages actually reach customers.
This is just the beginning. From here, imagine enriching your customer profiles with third-party data. What types of information help you better understand, sell to, and serve your customers? What are your plans for incorporating social media insights into your customer profiles? What could you do with this additional customer information that you can’t do today?
We’ve helped hundreds of companies across numerous industries build a total customer relationship view. Merrill Lynch boosted marketing campaign effectiveness by 30 percent. Citrix boosted conversion rates by 20%. A $60 billion global manufacturer improved cross-sell and up-sell success by 5%. A hospitality company boosted cross-sell and up-sell success by 60%. And Logitech increased sales across channels, including their online site, retail stores, and distributors.
Informatica’s Total Customer Relationship Solution empowers your people with confidence, knowing that they have access to the kind of great customer data that allows them to surpass customer acquisition and retention goals by providing consistent, integrated, and seamless customer experiences across channels. The end result? Great experiences that customers are inspired to share with their family and friends at dinner parties and on social media.
Do you have a terrible customer experience or great customer experience to share? If so, please share them with us and readers using the Comment option below.
Earlier in the week we talked about the first steps to “How A Single View of Your Customer Helps You Better Manage your Customer Service”
Now we will be continuing our steps by taking you from point of delivering your product/service all the way through to renewal/returns. (more…)
One thing we all have in common in this modern world, is that we have all, at some point in our lives, been on the receiving end of poor customer service.
Don’t get me wrong, a career in customer service is not an easy one, and I’m sure there are many service providers out there who have been wrongly on the receiving end of an angry customer, for reasons out of the businesses hands, that’s another topic in itself. It is hard, however, to ignore that one thing companies often fail on heavily is providing a timely, easy to access and appropriate level of service for their customers. (more…)
Dennis Moore, senior vice president and general manager, Master Data Management, Informatica, discusses how MDM can help companies improve customer service.
During this video, Dennis answers the following questions:
- What did you discuss at the 2012 European MDM product advisory council?
- With the holiday season upon us, how can companies use MDM to best serve their customers?
- What have other industries learned from Retail? How can they apply what you have shared with us today?
“The public deserves competent, efficient, and responsive service from the Federal Government. Executive departments and agencies must continuously evaluate their performance in meeting this standard and work to improve it.” whitehouse.gov (Executive Order 13571, 1993)
For government organizations striving to improve customer service, the path to success has not always been easy. Incremental improvement initiatives have only provided a marginal return. As previously discussed, these initiatives have fallen drastically short of the win-win scenario threshold. Further, demand for new, better, and faster services is out pacing the ability of these already strapped organizations to deliver on additional capabilities. Budget cuts, new regulations, high staff retirement rates, and a plethora of competing priorities seem to derail the best intentions. (more…)
What is a 360° View of the Citizen? Not a new question, but perhaps one that is not been completely understood by government. Is the 360° View just the latest buzz word or pipedream, or a real solution for governments that can drive new levels of customer service, while also addressing some of the greatest challenges facing governments today including the dramatic requirement to reduce costs, improve service delivery, decrease error rates, and impact positive outcomes? Given the siloed nature of government, a 360° View may seem elusive at best or incompletely unrealistic to some. But, some forward-thinking governments are already well down the path of achieving a 360° View of the Citizen and using the power of this approach to improve customer service, meet the increasing demand for transparency, reducing improper payments, waste, fraud, and abuse, impact better program outcomes, and drive positive policy changes. (more…)
In the evolution of Billing ‘thinking’ for Telcos we’ve seen everything from ‘All you can eat’ offers to ‘Another coin in the slot’. But this perennial business process black-hole can prove to be an area that can add to a Telcos armory in retaining and keeping happy its corporate customers. Not only this but following on from lessons learnt by the Financial Services community it can provide early warnings of customer, partner and service exposure, significant benefits to any organisations Revenue Assurance efforts.
The Integrated Customer Service Hub has evolved to allow customers, frequently the high value corporate organisations, on-line access firstly to Billing information then expanding to encompass other operational data such as new service orders and provisioning data, trouble tickets and service usage data. Increasingly customers are requiring being more in control of their services and so the hub has further evolved to allow customer self-servicing allowing them to place orders and receive information in the format that works for them not just their telecommunications service supplier. (more…)