Disjointed data is also a significant barrier to creating valuable, personalised customer experiences. That’s why it’s so important for businesses to empower teams to work together with a shared view of every customer engagement.
Breaking down silos is easier said than done. But to be truly customer-focused, businesses need to work toward building a complete 360-degree customer view. Once you’ve achieved that, you’ll be able to deliver unified cross-channel customer engagement.
4. Unlock your data and accelerate digital engagement.
The COVID-19 pandemic has elevated customer expectations for digital capabilities. Eighty-eight percent of customers expect companies to accelerate digital initiatives due to the pandemic, and 68% of customers say they’re now online more often than not.
Customers’ rising expectations are also influenced by their experiences with the personalised, seamless journeys provided by leading brands in recent years. These journeys, which deliver relevant content to customers across different brand touchpoints, are often powered by artificial intelligence (AI) and customer data. To stay competitive, it’s vital for brands to take each customer on a personalised journey from awareness to purchase.
To accelerate your digital initiatives, consider implementing real-time content and shopping recommendations based on customers’ browsing and purchasing histories. You can also send push notifications to customers’ smartphones, offering them discounts on items they’ve looked at. All of these recommendation engines are seamlessly powered by AI and customer data, giving customers immediate access to exactly what they’re likely to be interested in.
Chatbots are another useful digital tool powered by AI and data from past customer interactions. You can use them to qualify and respond to common service requests, so agents have more time to solve in-depth problems. By unlocking your data and using AI-powered digital engagement, your brand can have more meaningful interactions with customers at a time when they’re online more often than ever before.
5. Appoint a customer-focused advocate.
Customer focus can get lost in the day-to-day business of, well, running a business. That’s why appointing a CCO (chief customer officer) is a great idea.
The CCO’s role is to be the voice of the customer and ensure that customer focus is maintained throughout your organisation. The CCO uses data and research to champion customers’ needs, help guide the design of products and processes, and identify where teams need to improve their customer focus skills.
The CCO also ensures that having a strong customer focus results in tangible benefits to your business, including increased customer satisfaction and customer loyalty, along with greater revenue.
6. Create opportunities for learning.
Although building a customer-focused culture isn’t something you can do overnight, implementing these strategies will set you on the path for long-term success.
Take employees on the journey by keeping them updated on progress, inviting ideas and feedback, and providing access to resources such as Salesforce’s Trailhead training modules to help them develop their customer-focus skills. You can structure your training journey with trails to empower employees in basic and advanced knowledge of Salesforce Customer 360 and Customer 360 Data Manager.
By building a culture where customers’ needs are at the heart of every interaction, businesses can create compelling experiences for customers and maintain a significant competitive advantage.
In an era when emerging technologies are disrupting whole industries at an unprecedented pace, razor-sharp customer focus will allow you to adapt quickly, stay ahead of the curve, and keep delivering what your customers need.
To learn more about how you can put every customer at the center of your business, check out Salesforce Customer 360, the world’s #1 CRM.