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Delivering Fully-connected Customer Experiences – A Practical Guide

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Phani Madhav Chegu,

July 28, 2021

Delivering Fully-connected Customer Experiences – A Practical Guide

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“With the shift to the SaaS model, the connection between your customer’s success and your success is much more direct and felt more quickly. Smart companies have realized that customer loyalty is the most powerful sales and marketing tool that they have”, says Bill Price, a best-selling author and President of Driva Solutions

Customer success and satisfaction play a significant role in the efficient working of business enterprises; delighted customers help you reduce the churn rate in a big way and drive revenue growth. They also enable you to identify ways to attract new customers and survive in competitive markets.

Today, let’s see how to deliver the best-in-class omnichannel customer experience and facilitate rapid growth of your business.

7 Key Steps Involved in Delivering First-rate Omnichannel Customer Experiences

1. Create A Robust Framework Based on Customer Requirements

Every new initiative begins by laying down an initial framework. This means you need to merge previously isolated channels and develop an omnichannel strategy to provide good customer experiences. This, however, is not as simple as it may sound.

You must identify your key customer service strengths and build a robust customer service model around them in a time-bound and decisive manner. The end goal is to make a profound impact instantly to serve and retain customers.

When you define your roadmap, consider factors like team overhauls, product launches and roadmap milestones like restructuring data management systems.

Then, organize your roadmap priorities by considering the following.

  1. Major pain points of customers
  2. Technologies you can incorporate into existing systems
  3. Opportunity areas that are already in your roadmap and being worked upon

You can get the data pertaining to customer challenges and opportunities using a robust CRM system, such as Salesforce.

Armed with the data, focus on the use cases that directly influence the consumer, and then, develop your roadmap from there. Don’t let strategy get in the way of your progress. To develop an effective flow of innovation across your business, start with small steps, test the framework frequently and optimize swiftly.

2. Identify the Most Profitable Customer Segments and Build Customer Journeys Around Them

Some customer segments may generate more opportunities for your business to grow. Therefore, it is imperative to identify the customer segments which contribute more to the overall revenue and build customer journeys keeping these segments in mind. List the touchpoints which make these customers important for your business and design a roadmap considering the same.

It’s a good idea to use the data in your CRM system to categorize customer segments based on spending levels, frequency of purchase and degree of influence yielded on other buyers. Then, you must assess the quality of the journeys of customers in these segments. This will reveal loopholes in the existing framework and gaps in the journeys preventing you from offering the best that you probably can.

Eventually, with these learnings, you can plan a company-wide overhaul to break organizational silos and ensure each customer-facing team has a comprehensive view of the customers, resulting in successfully meeting customers’ expectations.

To develop your strategy, list the crucial milestones along the way. Then, find the employee touchpoints that make the customer experience viable. Employees rely on insights to provide the best experience possible; so, make all efforts to learn about the problems they face when dealing with consumers.

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3. Ensure All Teams Are Completely Aligned Around Common Objectives

Create an agile approach that makes the best use of different organizational divisions and customer-interfacing platforms to implement your strategy and initiatives; create a team comprising people from various departments and use multiple channels to execute tasks effectively and facilitate smooth functioning of your business.

Refrain from organizing teams by platform; instead, start make groups of people responsible for fulfilling specific customer expectations. When you break down team silos, you will foster collaboration, accelerate the time to market and save money.

4. Develop a Comprehensive System to Measure Customer Satisfaction

The prime concern of every business is to ensure customer satisfaction. Therefore, developing a comprehensive model to measure customer satisfaction by considering the required performance metrics is essential.

Auditing critical points of friction in the customer journey and optimizing your Key Performance Indices (KPIs) can help unravel gaps in the existing strategy. Everyone in an organization needs to be on the same page regarding how the KPIs are tracked. A good understanding of how you define and track conversions, traffic and impressions and how you deal with metrics for each channel is important.

You can start by gathering all relevant data points to determine the impact of your efforts and prioritize your strategy accordingly. Most CRM applications help you analyze marketing and customer data to showcase the ROI corresponding to customer experience. However, you might still rely on other yardsticks, which can be, but not limited to, net promoter score, customer engagement, overall customer satisfaction and sales. You can use the data points to understand what worked and what didn’t and evaluate the direct impact of the strategies adopted.

5. Create a Single Source of Truth

Unifying data from multiple channels to create a single source of truth can be very helpful in the long run. However, working in this direction can be quite overwhelming. You can utilize your CRM system to consolidate data based on use cases and build the Customer Data Platform (CDP) on the same lines is essential. This will eventually help you build a single source of truth that has all your customer data intact.

In this journey, auditing data sources often helps identify gaps in the existing strategic framework. You need to remember siloed data can lead to missing some valuable insights, which can eventually affect your customer journeys.

Thus, in a gist, creating a consolidated model for data collection and unification can save you from the hassle and provide all the customer data in one place.

6. Develop a Highly Effective Change Management Strategy

Change management is often the last resort for senior management in any business setting. But it is crucial for ensuring a smooth digital transition.

Training the team is equally important for vision alignment in terms of customer experience and reimagining the ways to attract customers. You need to lay down the roadmap to educate teams about their role in facilitating the best-in-class customer experience.

Once the alignment of vision is completed, you can set up a framework for feedback on how the existing process can be optimized to ensure you are delivering fully-connected customer experiences.

7. Track, Analyze and Enhance Customer Satisfaction Levels Continuously

In the end, you need to use all the insights gathered from data point analyses performed over time. The insights can help you identify enhancements in your customer journeys. You can use the information stored in your CRM database to identify the use cases involved and work to improve them for driving success.

Delivery teams interact with customers more and have excellent knowledge of your products. So, you can implement a framework to ensure these teams play a key role in providing the necessary inputs to improve customer satisfaction.

Subsequently, you can institute quarterly business reviews to allow all organizational stakeholders to come together and evaluate the results of their endeavors. In due course of time, you can accommodate more changes in your roadmap depending on the outcomes, deliverables and achievements.

At Solunus, we can help you unleash the power of Salesforce to deliver excellent, fully unified experiences to your customers. Our strong emphasis on comprehending the unique challenges of your business coupled with an unrivaled expertise of Salesforce platform enables us to provide the perfect solution to delight your clients.

Hope you enjoyed this post. How do you plan to deliver first-rate omnichannel customer experiences? We’d love to know.

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What You Can Expect by Partnering with Solunus

  • Work order and invoice processing efficiencies go up by up to 70%.
  • Manual processing of tasks can be reduced by nearly 60%.
  • A 360-degree view of business data.
  • Resolve nearly 90% of customer complaints on the first contact.
  • Improve service productivity by up to 47%.

About Solunus

Solunus is a dedicated Salesforce partner organization, headquartered in Dallas, Texas. Our unrelenting focus on comprehending the unique needs of our clients coupled with our unrivaled expertise of the Salesforce platform enables us to deliver the perfect solutions that create the best value for manufacturing firms.