{"id":1931,"date":"2021-09-08T20:52:00","date_gmt":"2023-09-04T20:52:13","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1931"},"modified":"2023-11-01T15:06:19","modified_gmt":"2023-11-01T15:06:19","slug":"holistic-customer-experience-view","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/holistic-customer-experience-view\/","title":{"rendered":"How to Create a Holistic Customer View to Improve Customer Experience"},"content":{"rendered":"\n

Do you have a holistic customer view of your customer? When customers think about your business, they see it as one entity and expect a holistic customer experience. <\/p>\n\n\n\n

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Top Teams Lean on a Holistic Customer View<\/span><\/h2>\n\t\t\t\t\t\t\t

What do 7,000+ service professionals across 33 countries have to say about customers today? Read the Salesforce \u201cState of Service\u201d report for an in-depth look at the findings.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tDownload the Report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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Customers who contact your company may end up speaking to multiple departments. However, they still expect a frictionless experience.<\/p>\n\n\n\n

Get a holistic view of your customer to improve their experience<\/b><\/h2>\n\n\n\n

Research from our State of Service report<\/a> found that just 43% of frontline workers, dispatchers, and other service agents could find the information needed to do their jobs on one screen. The majority have to toggle between screens to see what they need.<\/p>\n\n\n\n

This disconnection from the holistic customer view has real business consequences. In fact, the lowest-performing service professionals also tend to be those most siloed from marketing, e-commerce, and sales. <\/p>\n\n\n\n

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We found that 78% of agents say they have the tools and technology they need to do their jobs (up from 69% in 2018). However, easy access to a complete customer data profile still proves challenging.<\/p>\n\n\n\n

Bear in mind that survey responses can vary by region. For example, in Belgium, 80% of service agents agree that remotely accessing data is the only way to provide a positive customer experience (compared to 77% globally). <\/p>\n\n\n\n

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Source: State of Service Report Tableau<\/a><\/i><\/figcaption><\/figure>\n\n\n\n

Three ways to create a holistic customer view <\/b><\/h2>\n\n\n\n

Customer expectations<\/a> of their service experience and interactions are changing. Therefore, it is essential to create a more holistic customer view.<\/p>\n\n\n\n

This allows organisations to create a more unified and cohesive experience for customers.<\/p>\n\n\n\n

Here are three ways to create a more holistic customer experience: <\/p>\n\n\n\n

1. Improve workflow processes and platforms for better customer experiences<\/b><\/h3>\n\n\n\n

Service professionals<\/a> agree that their work processes are not efficient enough to provide the level of service customers have come to expect. Customers expect to have their issues resolved without having to speak to more than one agent.<\/p>\n\n\n\n

Often, service professionals will have to send a customer to another department to resolve their issue or place the customer on hold while they access the information they need. Neither of these options is a viable solution when it comes to creating a positive and holistic customer experience.<\/p>\n\n\n\n

Service agents must be empowered with knowledge and permissions to solve customer issues quickly and efficiently via a holistic view of the customer.<\/p>\n\n\n\n

Salesforce Field Service<\/a> can help you automate processes and deploy your service employees optimally for good customer service, resulting in a great customer experience, customer retention, and the use of the field service as a sales channel.<\/p>\n\n\n\n

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Salesforce Field Service<\/span><\/h2>\n\t\t\t\t\t\t\t

Get the Salesforce Field Service software solution that\u2019s built on the world\u2019s #1 platform for service.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tWatch Demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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2. Facilitate open communication and knowledge sharing<\/b><\/h3>\n\n\n\n

Your service team must use the same CRM system<\/a> as the other departments within your organisation.<\/p>\n\n\n\n

The COVID-19 pandemic shone a bright light on internal communications and information-sharing deficiencies. Especially as customers turned to online and phone ordering and service en masse.<\/p>\n\n\n\n

As a result, 78% of service decision-makers<\/a> have invested in new technology. So ensure that your team has all the tools they need for improved insights into customer behaviour. <\/p>\n\n\n\n

3. Ensure consistent agent agility with policy updates to improve customer experiences<\/b><\/h3>\n\n\n\n

In the face of uncertainty and financial precariousness, customers can be hesitant to commit.<\/p>\n\n\n\n

Many organisations have empowered agents to provide services, offer exceptions to policies, and authorised flexibility in discounts or payments at unprecedented levels in past years.<\/p>\n\n\n\n

In fact, 83% of service teams<\/a> say they\u2019ve changed policies to provide customers greater flexibility. Rethink your policies around returns, refunds, and other service issues.<\/p>\n\n\n\n

Communicate policy updates across your agent base to ensure each one can understand and be responsive to their customers\u2019 needs.<\/p>\n\n\n\n

Unify your organisation to provide a holistic customer view<\/b><\/h2>\n\n\n\n

State of Service respondents said that 87% of their service metrics<\/a> revolve around customer satisfaction.<\/p>\n\n\n\n

Shared goals and metrics are a baseline for providing the experiences customers expect. However, service professionals realise that a customer\u2019s experience is influenced by more than their service interactions.<\/p>\n\n\n\n

Over two-thirds of high performers report alignment across marketing and digital commerce<\/a>, with even greater alignment (82%) with sales. Aligned organisational structures will allow for a better and more holistic customer view.<\/p>\n\n\n\n

Improving experiences with a holistic customer view<\/b><\/h2>\n\n\n\n

Industry experts agree that consumers are increasingly less tolerant of companies that do not provide a positive customer experience.<\/p>\n\n\n\n