All Cycles Lead to Unified Customer Service, Enhanced by Automation

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Survata Research Partners recently carried out a survey on behalf of FollowAnalytics and Gigaom Research on mobile app utilization by enterprise users. A focus group of 450 mobile marketers was surveyed on their mobile activity and the results of mobile marketing in 2015. To better understand the priorities and needs of marketers across some of the world’s most leading brands, the survey sought to find the root of potential issues, as brands adopt “mobile-first and omnichannel” business practices.

The goal of this survey was to find new ways to “improve the customer experience, while creating long- term customer value and loyalty,“ elements that build for long-term success of a brand and influence word of mouth initiatives set forth by marketers, over time.  The study noted that a “majority of marketers say connected CRM-driven mobile apps are extremely important to developing rich, omnichannel customer journeys.”

In fact, the collected data has led FollowAnalytics to recommend that brands seeking a return on mobile investment should adopt mobile app strategies, while targeting that exact customer value, utilizing an ominichannel approach to instill personalization and customer interactivity — allowing them to utilize personal data across platforms and update this data based on utilization of systematic management tools. Basically, users seek automation in doing more, while actually doing less.

Customers expect consistency across all marketing channels. There‘s nothing wrong with that. This is actually one of the first lessons in a unified channel mix when asserting brand identity to marketing initiatives. Businesses who are not already implementing this experience have a problem much deeper than technology related to their brand.

Technology design and programing should never be discounted as a planned platform for utilization in the marketing mix. In fact, it may be one of the most consumed elements of the marketing mix. The ability to create a cross-functional marketing mix between brick and mortar locations, digital presences and mobile experiences only sweeten the pot and strengthen the overall operation.

Speed, mobility and content are key to success in today’s business landscape. Tools for management, execution and automation are also part of this mix. Survata’s survey shows that a 53-percent majority of marketers believe that there is ”too much dependence on IT and complex coding to make mobile connect with existing marketing systems, pointing to the need and opportunity for new pure-play mobile engagement solutions that make it easier to connect and automate highly personalized 1:1 mobile moments.” Thus, cross-channel experiences are being hindered at a staggering rate.

Instituting pay-by-mobile elements to the marketing plan, in addition to barcode scanning and “beacon-powered notifications” will create a better shopping experience for consumers and prompt them to return at a later date. But, depending on these technologies limits a brand to only these tools, being utilized by many other competitors.

On the contrary, not instituting these tools into the customer experience are cutting off potential for meeting those necessary elements into today’s business success. The experience must be well rounded and encouraging to an in-store visitor to return.

In conclusion of survey findings, research has highlighted that 97 percent of marketers feel delivering a great customer experience is “extremely or somewhat important.”

Marketers who have purchased CRM data from companies like Adobe, Microsoft, Salesforce and SAP and who have engaged in data-sharing strategies, are finding that customer loyalties are increased and experiences are, in fact, enriched through optimization of the customer journey. “According to our research,” states Ed Simnett at GigaOm, “These are becoming critical KPIs that CMOs and marketing executives need to measure for their brands going forward.” 

Through this data, it is safe to say that a customer experience is well embraced by technical innovations due to personalization; but brands should not lean on these tools with dependence from a well-rounded customer experience, which includes actual interaction with the consumer.

Knowing your customer (KYC) is the most important element in the marketing cycle, mobile innovations are simply enhancing efficiency in their shopping experience. Omnichannel marketing experiences thrive when consistency implemented to all processes in a quality purchase and customer service cycle. Through automation “everybody knows your name,” and you can’t get any more personal than that!

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