Now is the time to finally let the marketing, service, and sales combine together and work in coordination. Now is the time to address the elephant in the room and let the sales, services, and marketing work in coordination.
The industry has been most concerned about the customer experience for more than 3 decades, and yet, I am sorry to tell you about it, most of the teams still work in silos, and have failed to share the customer data and insights and they eventually fail the customers.
Getting the issue into perspective, the recent research conducted by the SugarCRM found that up to half of the industry sales leaders admitted that they’re not able to access the customer data while they’re across sales, marketing, and other such service systems. This leaves team members of customer-facing without a fair picture of their customers.
It means that the sales reps spend only about 54% of the time selling. It has a knock-on type effect with the customer churn along with more than around half (around 56%) reporting that the customer churn also increased in the previous 12 months with around half (around 48%) not having any idea about why the customers churned! It ultimately costs, the companies in the mid-market segment a 3.9M average annually.
Such findings also serve as an alarming call for all companies that rely on market-lending incumbents in the CRM with the software tuned for steady-state along with known customer behaviors. In a technology-driven world where the technology makes customer experience simple to manage, around 53% of sales leaders get frustrated and fatigued with the burden of CRM admin getting placed on sales teams. Such platforms of high maintenance also constantly need manual feed, which would only add up to the issue.
Thus, it’s high time to allow the fall of information silos and adieu goodbye to the spreadsheet town and release all the data in the open – to make the overall customer experience better along with better organization and industry experience. We have to shape a type of world where the companies also foster customers for their life after anticipation and fulfillment of requirements before the customers start to realize that they’ve got them. Also, we have to be preventative while reacting less about it.
However, how are the CRM systems able to make a future prediction when it does not have any knowledge about what the customer did the previous year? Various innovative technologies like AI have got more potential, but these won’t be able to do miracles. Also, they need good and updated information for making the right forecasts. Also with around 83% of companies getting surveyed expect to increase the use of the AI technology for augmenting more of the current CRMs in another 24 months, the investment can entirely get wasted when the plugged data isn’t clean.
With the united customer data, identification and fulfilling any gaps, while matching with the correct technology, the business leaders also get improved retention, get higher revenue while getting more predictable outcomes for the business.
Looking into the future
However, around 48% of sales professionals believe that the CRM systems aren’t fit for the intended purpose. It is worth appreciating that it is simpler to say than to do. Especially, as the CRM system sometimes gets ingrained deeply in the broader systems and functions of a company. Keeping these things in mind, three key points of focus are there for improvement of systems and while uniting the sales, services, and marketing for the ultimate objective of having a pleasant customer experience while eventually generating higher revenue.
- Any blind spots shouldn’t be there – Anything isn’t quite worse for any customer to begin over again while touching the base with the organization. Rather than only being piecemeal limited customer views, often getting siloed across organizations, organizations should instantly have all accurate info about their customers, with their past, present, future (along with predictive behavior insights), to form a long-term business-customer relationship. Thus a lot of CRM systems don’t have the feature of looking at the history of the customer – it is quite crazy. Thus, it is time to hit a sledgehammer in walls for dividing and also holding the data back. It’s best to remove such blind sports.
- Any busy work shouldn’t be there – you should automatically get customer data while safely presenting it in a secure manner in the context of everyone who wants it. Also previously mentioned, the marketing sales and customer service staff have to fetch details of customers, which don’t let them do their jobs. Also, it makes you more prone to error. So now, it’s time to let the technology handle all the heavy works.
- Avoiding roadblocks – All businesses are unique with the requirements of the customer, so why should you allow a conventional solution be between them? Rather than getting settled for a conventional solution with standard restrictions of not having knowledge about the working of any individual of businesses, organizations must craft a customized solution for each of their requirements and workflows. Earlier, this would’ve involved a lot of costs, but not now.
Only with the right technology for uniting marketing, service, and sales, and letting the software do all the work instead of frustrated and time-poor staff, can the organizations deliver all the high-class customer-friendly experience (HD-CX) that all customers are looking for. The reward here is worthwhile and avoiding getting involved has greater risk. Thus, you should pull all such divides, end all the 30+ lip service years and ultimately unite with a rich customer experience banner once for all.