Tip 1: Bring your data in shape and turn it into customer knowledge
The basic prerequisite for targeted customer contact is modern data management in combination with the use of intelligent technologies. The database must be consistent, up-to-date and well maintained – and everything must not know any departmental boundaries. This is the only way that intelligent technologies are fully effective and can recognize patterns and indications of current changes in customers’ lives in big data. Companies can then take this as an opportunity to address the customer as needed.
Tip 2: Implement omnichannel consistently for better customer relationships
On the basis of the above-mentioned components, companies today have a wide range of options for proactively accompanying customers along their customer journey across all channels. However, messages and information should be consistent. And even if the temptation to sound through all existing channels is great: sometimes less is more.
Tip 3: Make your customer a boss – and bring sales, marketing and customer service together
Companies without departments (and above all departmental boundaries) are currently hardly conceivable – and sales, marketing and service each have their own priorities and of course budgets. The resolution of silos and data integration across departmental boundaries is, however, a central prerequisite for the successful accompaniment of customer journeys and good customer relationships. In the future, there should only be one department (or a boss) to which you can organize your activities – and that is the customer. Admittedly a big challenge – but one that is worth it.
Tip 4: anchor customer focus as a guiding principle in your company
In their transformation processes, companies primarily focus on topics such as new work, agility or process and cost optimization. It is precisely these issues that often dominate internal communication. But if top management never or rarely speaks a word about customers – what priority should employees put on customer relationships?
However, customer satisfaction ultimately decides on the right to exist for companies. Customer focus must therefore be deeply rooted in the corporate culture – visible to everyone. Why not run customer videos in your company’s foyer? Or remind them daily with customer pictures in your meeting rooms who is the client of their own work?
Tip 5: Think about new business models – and cross your own boundaries
Companies from all industries face enormous competition for the favor of the customer. Those who can offer their customers the right services at the right time will also stay ahead in the future. These services will increasingly be developed in the context of customer-centered ecosystems in conjunction with providers from other industries.
Basler Insurance and Pfister Möbel are already showing how it can be done: Buyers of exclusive furniture from Pfister, the leading furniture company in Switzerland, are automatically offered premium protection for all furniture bought from Pfister for four years. The technological basis for addressing customers is the CRM from BSI, with which both Basler Versicherung and Pfister work, in combination with the marketing automation platform BSI Studio.
Tip 6: Make successful customer orientation measurable
Customer relationship management is a critical discipline in the company, but customer satisfaction is measured in very few companies. Why not take customer contact and entrepreneurship into the performance appraisal of employees – and then reward them financially? In order to create effective incentive systems, however, companies need key figures that make it possible to measure the performance of customer management.
Tip 7: See customer relationships as responsibility for every employee
Yes, customer focus has to be embodied and exemplified at the top management level. And no, real customer orientation is not a function for the Chief Customer Officer – but a process. for which everyone in the company bears responsibility and a mindset that takes time. At the same time, it is a change process that has to be monitored intensively internally – but in which success should also be celebrated.
Customer relationships: what makes the difference in the market
“Today, based on intelligent data analysis and modern CRM systems, companies have the opportunity to differentiate themselves with top customer service in the market and to convince their customers in the long term,” explains Markus Brunold, Managing Director of BSI. “With AI-based automation solutions, I can find out how customers react to personalized offers. The customer is supported as best as possible across their channels along their own customer journey. However, technologies do not release decision-makers from their responsibility: I must continue to define the content of my own brand, my own strategy and my own purpose in the future. ”
Also read: Customer Experience: Why marketers need control over it