Month: August 2017

Optimizing Your Customer Experience Management

Posted by on August 15, 2017

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A customer’s experience with your organization may, in fact, be more important than the quality of either your products or your services. Customers today want to feel valued — they want to be able to have their needs both anticipated and fulfilled. Improving upon and optimizing your customer’s experiences is called customer experience management. Through new technologies, there are many ways that you can improve upon your customer experience management and, additionally, your ROI.

Integrate Your CRM, Marketing Automation, and Media Solutions Into a Single Infrastructure

Optimizing customer experience begins with consolidating and analyzing your data. To that end, integrating your CRM and marketing solutions can be an incredibly effective first step. Comprehensive CRM and marketing automation solutions — such as Salesforce, Marketo and HubSpot — almost universally come with third-party integrations out-of-the-box. For more distinct infrastructures, APIs, importing and exporting, or custom programming may be required. Regardless, this will create a single infrastructure that contains all of your customer information.

Not only does this improve analytics, but it also improves customer care overall. Both customer service representatives and sales personnel will have all of the information they need to quickly service the customers and get them the information that they need. Marketing campaigns will be able to target customers based on their prior behaviors — and will be able to prompt them towards purchasing more effectively.

Develop an Omni-Channel Approach through Content Management Systems

Content Management Systems (CMS) make it easier to push content directly to a multitude of different channels. Social media, email marketing, and websites can all be consolidated under a single content system — so that a single push of the button can update customers on a variety of platforms. Omni-channel approaches make it easier to scale your organization upwards and to reach out to individuals across multiple demographics and interests. Through regular content distribution, companies can achieve better organic growth and improve upon their inbound marketing.

A CMS is particularly useful for lead procurement and demand generation. With the use of a CMS, a strong and strategic digital marketing campaign can ensure that leads come to the business rather than the business having to procure leads. Organizations are thus able to improve upon their ROI, extend their marketing reach, and refocus their budget to additional areas of advertising and support.

Explore Big Data, Such as Emotional Analytics and Predictive Intelligence

Emotional analytics and big data can work together to develop new strategies for customer acquisition and retention. Algorithms are now available that are substantially advanced that they can look at patterns of customer behavior and determine the best way to service that customer. At its most complex, emotional analytics can involve motion capture and facial analysis, in order to detect micro-expressions that may aid in detecting the customer’s emotional state. But this isn’t the type of analytics that would most commonly be used by a business. Businesses, instead, would most likely use text-based analysis or verbal analysis, to detect the best leads based on their word usage and the amount of emotive statements they have made.

Not all big data is so complex. Predictive intelligence can also be much simpler, such as looking at a customer’s past purchases and predicting when they will need to make further purchases. Predictive intelligence is used to fantastic effect on many e-commerce marketplaces, to suggest items that may be relevant to the consumer based on the items that they have either purchased or browsed. Predictive intelligence can also be used to detect and identify certain patterns, such as whether a customer may have abandoned a shopping cart due to high shipping charges.

Create Knowledge Management Systems for Superior Customer Service

Customers today often prefer to self-service. A solid customer service experience is, thus, often one in which the customer does not need to contact the organization at all. New help desk and support solutions can be nearly entirely automated, so that customers can get the answers they need out of a knowledge management system. This management system may take the form of a helper website or even a live chat with a bot. When self-service fails, customers prefer a variety of ways to communicate: through email, phone, instant messaging, or even text message.

By providing these additional resources for customers, organizations not only assist the customer in getting what they want, but also reduce their own administrative overhead. The more customer service can be automated, the less time and money the organization has to sink into technical support and customer service personnel.

It’s an exciting time for organizations looking to improve upon their customer experience. Through better customer experience management, companies can fine-tune their operations and ensure that their customers keep coming back.

Moving from Legacy Systems With Digital Transformation

Posted by on August 08, 2017

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Digital transformation. It may sound intimidating, but it’s vital to the operations of every organization. From small, single proprietorship businesses to large, sprawling enterprises, there comes a time when the organization is no longer being served by its technology. Digital transformation is a process through which organizations are able to upgrade and improve upon their technology, moving away from the legacy systems that may be holding them back.

The Danger and Inefficiency of Legacy Systems

  • Legacy systems are often unsupported. Businesses may find themselves continually using outdated legacy solutions because they simply don’t want to upgrade — but eventually the company producing these systems halts their support. It can become increasingly more difficult (and more expensive) to find technicians able to repair these systems.
  • Legacy systems aren’t compatible with new solutions. Though the temptation may be to upgrade a system piecemeal, this often does not work out because legacy systems are old enough that they cannot be easily integrated with newer systems. This holds the entirety of the infrastructure back.
  • Legacy systems are inherently less secure. Legacy systems were developed before new cyber security threats and are often not maintained in the wake of new ones. Because of this, legacy systems may be vulnerable to many types of attack.
  • Legacy systems are clunky and cumbersome. But perhaps one of the most compelling reasons to switch from a legacy system is that they tend to have a very negative user experience. Legacy systems may make all business processes take longer to complete.

The Benefits of Modern Software Solutions

Modern software solutions are efficient and scalable, both in terms of cloud-based solutions and new on-premise infrastructures. Organizations can invest in private clouds, public clouds, and entirely on-premise systems, which will adhere to modern security standards and be accessible and reliable. Compared to legacy software solutions, these modern systems are more focused on user experience and efficiency. They are able to take advantage of the resources offered by modern hardware, and consequently they are better able to handle the needs of a growing business. Modern software solutions are also better supported than their legacy counterparts, and finding individuals skilled in their use is far easier.

Transitioning from Licensed Solutions to Open Source Software

Licensed solutions need to be renewed every year — and they often go up in price based on the size of your business or the number of seats that you require. Open source software, on the other hand, is freely available for use without any fees… maintenance or otherwise. For businesses that want additional functionality and features, affordable enterprise editions are available, often for a low subscription based cost. When completing a digital transformation, there is often an emphasis on switching costly, proprietary licensed solutions over to open source platforms. Though there may be a cost associated with enterprise editions, it’s far less than proprietary software.

In addition to the cost, there are a number of benefits that open source software provides:

  • An extensive and well-supported code base. Open source software is often associated with large communities and dedicated developers, all working together to improve upon the system. Not only will the system be robust and well-designed, but it will also have continual support. Comparatively, many licensed solutions will drop support for their older products in just a few years.
  • Easily customized solutions. Open source software will often have modules and extensions designed to customize their suites to your needs — and even those that do not have modules and extensions can be easily customized by a talented programmer, as the code is available. Proprietary solutions may have APIs or nothing at all, which means that a business cannot acquire a customized solution unless they purchase it directly from the company at a high cost.
  • Better security. Open source software is frequently updated by a large number of contributors, which means that security issues are caught and patched very quickly. Many security flaws within a system are introduced through third-party solutions. For organizations that rely upon their technology, security, and privacy, open source software can be a more reliable method of reducing risk.

And, of course, cost is a major factor. By reducing the cost of your system, you can create a system that is more scalable — and you can devote the budget that would otherwise be allocated towards licensing to other areas of your IT budget.

Digital transformation is a way to improve all of your organizational processes with a single structured transition. Through digital transformation, your organization will be able to leverage vastly superior technologies, while also reducing costs and administrative overhead.