Better Data equals Better Relationships
Two weeks ago I attended Dreamforce for the second year in a row. I find the event amazing and love the opportunity to see old colleagues, meet up with partners, and make new connections. For me, this is the best part of the event – the fact that so many people from my network are in one location all at the same time. While Dreamforce is unique in this respect (how often are 175,000 technology professionals all at the same event together?), it is also difficult to remember everyone and recall every detail of your previous discussions. With that many people, and that busy of a week, bad memories are universally acceptable.
This is different in our everyday lives though. Back at our home base, we have every possibility to have a better relationship with our network because we have reliable data at our fingertips. Rather than not remembering the “last time we saw each other”, we’re able to definitively know everything about their account, what products they use, how much they use it, when they last purchased and every other corner of their organization that uses or benefits for their business with our company.
This is the new age of relationships. The effects of having the most complete, consistent, and clean database is exactly what your customers have come to expect, and it’s what you must deliver for them to continue to have a positive customer experience. According to Lee Resources, 91% of dissatisfied customers will not do business with a brand that failed to meet their expectations. This is likely not a surprise to you. Think about your own experience with a brand that you interact with. The more that they send you promotions introducing you to a product that you have already purchased, the less likely you are to take them seriously as a business.
How about if they fail to deliver? What if you order a product from a company and it never makes it to you because it was shipped to the wrong address? This makes you upset as a consumer and means that you’ll likely turn to social media to air your grievances. This is no different with our business lives. When customers do not get what they expect, the experience is always going to be negative. With 40% of contacts having the wrong postal address, it’s hard to always deliver. (To learn how one of our customers, JLL, has overcome this issue, attend our webinar on October 20th.)
So how do you ensure that every customer and prospect has a great experience? Check out this great infographic that outlines seven steps to future-proof your customer centric strategies and become customer ready!