It is no secret that personalisation is key when it comes to building a great consumer experience. In an age where a world of products is mere clicks away, customers expect convenience and excellent levels of service. Brands that use customer insights and analytics to help personalise the shopping experience are soaring ahead, leaving a business that fails to embrace the trend toward personalisation in the dust. It is little surprise. With so much competition out there, brands are going above and beyond to put the consumer first. Much of this personalisation comes in the form of automated campaigns, targeted emails and dynamic web content, not to mention engagement on Twitter, Facebook and other social media channels. But what happens when a customer directly contacts your business? It may seem counter-intuitive, but quite often this one-to-one interaction is where many businesses fall flat when it comes giving a personalised approach.
Personalisation is not just about interaction. It is about meaningful engagement, fast service and knowing what the customer wants before they do. It is about making their interaction with your brand so easy that they would not even consider going to elsewhere. The online aspects of this, such as email campaigns and website interaction, can all be taken care of with a fully integrated CRM (customer relationship management) tool, but when a customer picks up the phone or sends you a tweet, they are put in touch with a member of your team. Then what?
More than anything else, the most important thing your staff need to be able to do is to give your customers the answers they are looking for in the fastest way possible. Your team of agents could be the nicest people on the planet, but with all the good will in the world, they will not please your customers if they cannot answer their questions. If information is not readily available, customers will be put on hold or passed around, and the next time they have a question or think about making a purchase, they might just go elsewhere. Personalisation in retail simply doesn’t work without consistency and follow through. What’s more, your team are likely to enjoy their job less if they do not have the tool or information to do it properly. According to Blue Sky’s 2016 Business Survey, staff turnover in call centres is costing UK businesses around £1 billion every year due to the amount of time it takes to train agents up. A lack of information can create tension between agents and customers and make their jobs a lot more difficult (and a lot less enjoyable). Thus the cycle of inconsistency repeats and your customers are doomed to a poor brand experience. It does not have to be like that though.
A strong CRM system, now part of Microsoft Dynamics 365, will not only manage and analyse customer information throughout the consumer lifecycle, it will bring your staff much closer to your customers. It will help to enhance their relationship by making the right information available at the right time, so your staff can readily anticipate customers’ needs and be proactive. You could have the most detailed customer information possible, but it is not going to be any use if it is archived away and never looked at. Empower your staff with access to customer data and insights all in one place instantly. Build confidence, efficiency and a deepened understanding of your customers and prospects.
The result… Equipped and empowered agents and whats more a customer smiling.
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