Ask any marketer or sales manager what their primary goals are, and it is a safe bet that customer acquisition will be near the top of the list. But customer acquisition has never been more complex, thanks to the proliferation of devices and channels where customers spend their time. Customer expectations of personalized and individual services are rising constantly. To meet these expectations sales and marketing need to work hand in hand but too often, customers slip in and out of a journey and opportunities are lost. Companies using digital technologies which enable them to track, manage and combine all customer touch points across all channels will lead the market.
Once a customer has made a purchase, the journey isn’t over — it’s just beginning. An integrated positive experience with your product and customer service is key for a long-term customer relationship and recommendations. The customer experience is more than marketing. It is the sum of every interaction a customer has with your brand, and that includes service, advertising, the selling process, and much more. Companies need to understand all stages of the customer lifecycle – from the first touch point to after-sales service – as integrated cross-departmental processes. A seamless process is the basis for engaging customers continually with the right message at the right time. The goal is to deliver personalized content that keeps your brand top of mind, even if your customer is not ready to make another purchase just yet. Technology solutions such as Salesforce which integrate sales, marketing and service offer new ways of seamlessly managing the entire customer relationship along the entire lifecycle.
In the social media age, when a single message can gain millions of impressions in minutes, customers can be your best advocates or your worst detractors. A comprehensive solution for Customer Relationship Management (CRM) thus needs to integrate social media as well enabling any employee to engage with customers across all channels directly from the CRM.
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