It’s time we finally let marketing, sales, and service work together:
Time to tackle the elephant in the room and finally do the marketing, sales, and service work. The industry has been talking about customer experience (CX) for over three decades, but I regret that most of these teams still work in silos and can’t share customer data into insights and ultimately customers. himself.
To put this into perspective, the recent SugarCRM survey found that half of sales leaders admit they can’t access customer data through marketing, sales, and service systems.
This means that your salespeople only spend 54% of their time selling. This inventory had a negative impact – over half (56%) said inventory has increased in the last 12 months, and nearly half (48%) didn’t know why customers would let it go! Ultimately, it costs businesses an average of £3.9 million per year.
These findings should serve as a wake-up call for companies that rely on top CRM criminals with known, stable software that focuses on customer behavior. In a world where technology has had to make the customer experience manageable, 53% of sales managers are tired and frustrated with the administrative burden of CRM on their sales teams. These low-maintenance platforms require constant manual input, which only exacerbates the problem.
So it’s time to step out of information silos, say goodbye to the city of spreadsheets, and gather data for the benefit of the customer, industry, and organization. We need to create a world where companies take care of customers throughout their lives by meeting their needs before they know they have them. We need to be more preventive and less reactive.
But how can your CRM systems predict the future if they don’t even know what your customer did last year? Innovative technologies like AI have huge potential, but they can’t work miracles. They need valid, current information to make accurate predictions. With 83% of companies surveyed planning to expand their use of AI technology to further extend existing CRM processes over the next 24 months, the investment could be completely lost if data goes bad.
By consolidating customer data, identifying and filling gaps, and combining it with the right technology, business leaders can improve retention, increase revenue and achieve more predictable business outcomes.
Looking to the future
But since 48% of salespeople believe their CRM systems are not fit for purpose, I find it easier said than done. Especially since CRM systems are often deeply integrated into the broader systems and processes of a company. With this in mind, there are three main areas to focus on to improve systems and unify marketing, sales, and services, with the ultimate goal of improving the customer experience and thereby increasing revenue:
1. No Blind Spot: There’s nothing worse for a customer than starting over every time they interact with your organization. Rather than limiting themselves to fragmented customer views, which are often confused by the organization, organizations should provide all relevant information about their customers, including the past, present, and even future (with predictive information) as quickly as possible. terminal interface. Many CRM systems can’t look back on a customer’s story – it’s crazy. It’s time to clear the walls that divide and store data. Remove blind spots.
2. No pressure : you should be able to automatically capture customer data and securely present it in context to anyone who needs it. As I mentioned before, salespeople, marketers, and customer service representatives have to manually enter customer information so they can’t do their job. It also exposes you to human error. It’s time for our technology to do the hard work, not the other way around.
3. No Barriers: Every business is unique and their customers’ needs are unique, so why create a generic solution? Instead of opting for a standard turnkey solution, with all the standard limitations of not knowing how a single company or even the industry works, organizations should build a solution around their needs and workflows. one day it will be precious