June 7, 2024
To be that one brand or service your customers rely on you must create a strong customer relationship. The mantra for any relationship is knowledge that creates a bond. Customer knowledge will create a strong bond.
By the beginning of 2021, 50% of all searches and shopping lists were predicted to be done through voice and 30% of searches were done without a screen. Realistic understanding of their needs can provide touch point-specific and tailored experiences.
Therefore, communication is the best way to strengthen any relationship. Our brain manages our close human relationships with super analytics. When you need the same ability to know your customers it is humanly impossible. For that you need an efficient Customer Communication Management system that can handle it.
Customers are becoming more and more digitally savvy, they will use the technologies within their purchasing paths, seamlessly and will become loyal to your brand.
CCM helps knowing your customers at a deeper level, by communicating with them seamlessly and effectively: their likings and demography and then translating it to create strong customer profiles. Your customer’s base is managed at ease, their likes and dislikes, their expectations, all communications and customer complaints about your brand or service in social media or on IVR feedback menu.
So, CCM helps you know your customers and keep updating the information and then provide products or services to their expectations. You keep strengthening the relation by keeping up with changing requirements and create strong Customer Life Value (CLV).
Not only customer data, with the growth of technology CCM can be effectively used to connect to the customers through transactional customer documents, such as bank statements and invoices and allow them to know and evaluate your products. Since these documents are consulted by many people, they can help any company stand out from the competition. To reach out to a customer efficiently CCM coordinates to ensure a satisfactory and high-quality experience through all channels especially in email marketing. Plus, #AI-enabled voice technologies augment digital communication for greater Customer engagement.
Personalization is the key to winning customers’ trust. A survey revealed that 80% of consumers are more inclined to buy from brands and companies offering personalised experiences.
CCM manages customer data effectively through efficient cross-channel information inlet. It then translates the information into actionable insight. The data governance assembles contents, related documents along with the large database. So you can intercept, entertain, inform, and motivate the target audience.
The CCM platforms use various data analytics tools. They help analyse the data collected through various channels as well as from social media, video, sensors, RFID, and geolocation, etc. All information from interactions, pinpoint information from the history of contacts, reports, and transaction summary documents is optimised.
Efficient analysis broadens and deepens knowledge about the target audience, helps in effective customer profiling, and better customer communication. And you can achieve this through accurate, centralised, and shared communications systems of your CCM.
CCM blends with AI and Big data predict future customer behaviour. AI-enabled voice search tools (Siri, Google Home, and Amazon’s Alexa) have greater acceptance among young customers. Therefore, you can assess the customers’ overall value and profitability, forecast future purchases, analyse customer behaviour and create personalised experiences.
Content-based prediction inspires casual browsers to become buyers through relevant content. Customised touch points enhance and increase customer engagement and CLV. For example, AI-driven bill payment is convenient and enables you to get paid faster. Therefore, an effective CCM strategy supports, enriches, and smooths customer journey is essential for improving the Customer Experience.
Join DBP to create constant and effective communications and deepen customer knowledge. You will be able to refine proposals based on the received feedback and create customer loyalty with personalised initiatives and enrich customer journey with meaningful content and offers.
Interested to discuss more, please feel free to contact the author at ashish.bhalla@dbppl.com.
Ashish has almost 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an omni-channel customer experience management company headquartered in Singapore with it’s development and delivery centres in India.
To know more please visit us at www.dbppl.com or write to us at contact@dbppl.com