Be a customer-centric company, far from being a fad, it was established as a norm and even as a requirement to survive in the market.. The clients, aware of the amount of information companies have, they already expect a personalized experience that can anticipate their needs.
To delight customers, it is essential to manage the data and to be able to make an intelligent analysis of it.
El CX (Customer Experience) is the priority and at the same time the big challenge In today's environment where differentiation is the key.
The treatment of the data in a unitary way, in pursuit of a global relationship with the client, implies taking into account their different dimensions and their connection. In practice, getting 360º vision Only possible through a trusted profile, updated, complete and consistent that gives us a deep knowledge of them through a intelligent data management.
You may be interested in downloading the Guide to customer experience
In addition to offering a joint overview, that exceeds the fragmentation problems of information in different silos, companies seek to obtain clean data, safe and connected. Not in vain, only a coherent and multidimensional vision of the total relationship with any client is capable of providing us with one of the greatest competitive advantages, allowing us to fully customize the offer to our clients.
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Harvard Business Review found that organizations that personalize achieve: reduce customer acquisition costs by up to 50%, increase revenue by up to 15% and improve return on marketing investment in a 10-30% (*Source: Adobe) |
The 7 steps to focus on the customer
The main obstacle to achieving the long-awaited global customer relationship is the presence of fragmented and inconsistent data around internal organizational silos.. Namely, the use of a large number of applications translates into incomplete and divergent versions from reality.
Conversely, lograr un negocio centrado en el cliente requiere una databaseA database is an organized set of information that allows you to store, Manage and retrieve data efficiently. Used in various applications, from enterprise systems to online platforms, Databases can be relational or non-relational. Proper design is critical to optimizing performance and ensuring information integrity, thus facilitating informed decision-making in different contexts.... consistente que permita la transformación necesaria para que el perfil del cliente pueda cruzar los límites de todas las aplicaciones y lograr esa experiencia total. This involves giving the following 7 Steps:
- Connect the data: Identifying the information that we consider valuable about customers in the different systems and connecting them in a central location is the first step to focus on the customer. Definitely, It is about integrating the dispersed data that may be useful to us in an automated way, looking for management systems such as CRM software or, for instance, customer service apps.
- Clear the data: By integrating data into the same systems, it is essential to do it with the same degree of precision and integrity. It is necessary to detect inconsistent data, inaccurate and incomplete and improve its quality to make them reliable. Not ignoring the problem is the beginning of the solution and also in this second step you should avoid manual cleaning.
- Control the data: Obtaining a single view of customers forces you to control your information to facilitate the identification and elimination of duplicates. Once we have clean and accurate data, now is the time to eliminate duplicate customer profiles through automated master data management.
- Relate the data: Once connected, cleaned and controlled, the time has come to connect the data by relating it to other important data. The full relationship with the customer will only be possible if these connections are established between customer data with product data, employees or other entities that define it. Thanks to the establishment of master profiles of all these entities, the relationships will be identified and it will be possible to scale them.
- Enrich the data: In this point, We will have carried out an intelligent management of the data based on the creation of master profiles and it will be the ideal time to enrich the profiles created with data from external sources. The goal will be to better understand customer needs.
- Deliver the data: Having a global relationship with the customer does not mean delivering the same information to all applications, but rather doing it selectively. In this sixth point, we will establish a bi-directional flow of clean and connected data with each application, sending you the pertinent information so that your users are prepared for the client.
- They govern the data: Intelligent data management is understood within a framework that is also intelligent. This means implementing policies and standards that enable adequate data governance for the entire enterprise and, at the same time, turn data into customer intelligence. Only then can we manage customer data as a strategic asset.
Keep reading Customer Intelligence: How to achieve personalized experiences?
Achieve smart data management, following these 7 Steps, allows companies to get to know their customers, achieve that 360º vision and even anticipate the needs of your customers and surprise them. Customer demands have changed, making it increasingly essential to achieve a hyper-personalized customer journey, where data is the key to success.
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