3 Technology Gaps in Customer Experience that Salesforce Can Close
Providing a great customer experience (CX) is one of the main ways businesses will be able to win in the Fourth Industrial Revolution. A recent Harvard Business Review Analytic Services Study has revealed that as many as 73% of business leaders claim that delivering a reliable and relevant customer experience plays a major role in the overall performance of their business. Moreover, 93% of them estimated that customer experience would become even more critical in two years’ time.
On the negative side of things, only 15% of the surveyed companies rated their customer service strategy as very effective, but not for the lack of available data. Just to give you an example, there is 44 zb of new data every day. App development has been boosted by 44%, 80% of consumer homes and vehicles are now connected, and AI and automation are said to increase global productivity by 38% by 2030. With such great technology at hand, why are there still so many great technology gaps in customer experience? Read on to find out!
Overcoming Data Visibility and Integration Challenges
As revealed by the Harvard Business Review survey, the three biggest technology gaps that companies experience when attempting to create a great customer experience are:
- Visibility of data across all functional areas
- Visibility into the end customer experience and an understanding of it
- Data and systems integration across all products and channels
To take full advantage of the Fourth Industrial Revolution, companies would have to ensure that their customer and product data is integrated across all channels. By doing that, businesses would get a better understanding of the end CX and would gain a better visibility of the functional areas of the company. AI and predictive analytics could make further use of this data to exceed customer expectations by anticipating and guiding experiences. This scenario should be put into practice by the 80% of the surveyed companies that claim that they do not act on the collected data.
The main challenge here is represented by the great number of systems acting like data sources. Customer and product data is collected and stored by POS, ERP, online commerce systems and social media tools, among many others. More than 72% of the surveyed companies pointed out that CRM systems are their main source of customer data. Since not all CRM implementations are similar, the effectiveness of such a system for delivering an exceptional CX can vary wildly.
In addition, many companies know where to get the data from, but do not know how to manage it, how to keep it fresh, and how to turn it into an usable asset. Still, storing data and making it standard shouldn’t be the main focus here, simply because it’s not possible, given how much data is created daily. AI platforms can access data from multiple sources while simultaneously processing all workflows.
Designing a Great Customer Experience from Start to Finish
The #1 way for companies to share insights across employees is to provide a single view that key employees and partners share. For example, let’s take an electric vehicle maker and a potential customer who has already expressed his interest by subscribing to the company’s newsletter on the microsite of the high-end model he dreams of. Right before deciding to jump in, the customer gets an email from the car maker with an invitation to an exclusive drive test featuring only the model of interest.
How did the company know that the customer would want to test specifically that model? Prior to receiving this email, the customer used the car maker’s configurator, became active in the customer community and clicked on an ad on visual media. Obviously, all of these represent distinct source of data, but the car maker’s AI-powered CRM is able to correlate all the information and predict that the customer is ready to make a purchase.
After replying to the invitation, the customer secured his spot at the test drive event using nothing else besides his social media profile, Upon arriving at the dealership, he is greeted by the dealer who already has his profile at hand, along with the exact model that the customer has configured on the microsite. Placing the order for the electric car is as easy as booking the spot for the drive, so there are no challenges there, either.
The app coming with the car is able to collect information such as the average speed, acceleration and power. All this new data is also sent to the car maker in real time, and ends up in the customer’s profile. As you might have guessed, this new data is yet another thing that the company can act on. Based on the analytics, the car maker can determine in which season the customer drives the most, and can make recommendations from the partners according to the collected data.
Furthermore, the app could make predictions on the issues that the driver might encounter based on current driving statistics. Using this data, the car maker can send personalized offers for maintenance. Setting up an appointment in the old-fashioned way is no longer the case, as the customer can now start a conversation with a service bot right on the website or on Facebook. Soon enough, as positive experiences accumulate, he turns from a simple customer into a brand advocate.
AI and predictive analytics are no longer a thing of the future, as they can be used here and now. The only thing that companies need to do to take part in the Fourth Industrial Revolution is to act upon the information that they are flooded with every day.
Are you facing customer experience challenges and would like to learn more about the right technology that can solve all of them? Our team of experts is ready to implement Salesforce for your business so that clients get an excellent customer experience each and every time. Get in touch with us to find out more!