How to manage the RIGHT Customer Interaction
As a company you will have to communicate with your customers on many levels. Just as the customers, who will use different levels to communicate with you. These levels all require communication channels, of which we took out the most popular 6 to elucidate the impact they can have on your activities. These communication channels do not just work one way, they work both ways: as you can contact a customer, a customer can contact you.
Most likely customers will give you a phone call (statistically, 90% preference), visit you on location for some face-to-face time (75%) or visit your website/send an e-mail (67%). Beside these most preferred communication channels, new emerging channels are showing up. At the moment, 47% prefer online chat and 22% social media to communicate with the company.
In most organisations (possibly yours too), all communication is stored in different systems. And the input can be scattered all around the company. Getting all information together, taken from different sources, is just a very difficult and time consuming jobs, which most of the companies are not able to accomplish by themselves.
To achieve control of your customer information, it is important to achieve a Single Customer View. But what is it? Most likely you have heard about this term (just as 76% of all marketing managers did). Maybe you even implemented it – which is less probably. Only 16% admit to have fully implemented a Single Customer View within their company. This means 84% is missing out on great potential, a surprisingly high number!
The Single Customer View is easy and fast to achieve and will improve the potential outcome of your marketing and sales activities. By being able to be more personal with your customers and maximising background knowledge you will be more successful in any customer related activity.
Just ask yourself, are you ready to react properly when customers communicate with you? Do you know about their past with your company, interests in products, possible up and cross selling potential? Are you 100% sure of these aspects or are they more like wild guesses? If you cannot answer these questions with certainty – you do not have implemented the Single Customer View yet. See another infographic to find out more information about what a Single Customer View is.