The first thing that comes to concentration with this topic
is CRMs, as they are often marketed with the discourse of omnichannel and
customer experience (CX). In fact, many CRMs on the market have integrated
different channels in an effort to provide a seamless experience for customers.
Some have even added voice channels, online meetings, and messaging (including
WhatsApp) to their offerings in an attempt to close the gap in a world that has
evolved far from their realm.
The benefits of working to deliver a superior customer
experience are well known, which is why leading companies are always trying to
evolve in this regard, but can a company really work to deliver multi-channel
experiences supported only by CRM technology?
It is interesting to note that marketing automation and
social media providers are also doing the same, indicating that they provide
omnichannel or multichannel in their solutions. Can they also offer good
customer service? Or should you consider providing omnichannel functionality
for your entire customer ecosystem? To answer these questions, let's look at
some details that can make the difference between providing an average
experience or providing an exceptional customer experience.
CRMs were created to store and organize customer
information, facilitating the relationship between them and companies. Many of
these applications are digital in the cloud, allowing companies to take
advantage of the limitations of traditional hardware up front, allowing for
easy activation and deployment, improved scalability, and less consumption of
IT resources. This has resulted in a rebalancing of the typical technology
buying process, from traditional IT buyers to sales, marketing and other
business-related roles in organizations.
If we think of marketing automation tools, they are designed
to store and organize information about leads, but generally do not provide the
functionality to store all digital and transactional information.
In contrast, the concept of a contact center, which was
primarily a voice, with the inclusion of digital channels, has become a contact
center concept. It started in the hardware world and it took several years to
move customer orchestration analytics to the cloud; After all, they haven't
been wasted in years. During this "maturity period," the contact
center technology industry continued to develop ways to interact with customers
using extremely advanced algorithms, including artificial intelligence, that
deliver higher performance, quality, and confidence.
When these worlds collide, it is not uncommon to see
customers wanting to choose between one and the other, with a hybrid approach
of omnichannel and CX. In fact, many companies developed their digital channels
in addition to their CRM or marketing automation when the contact center was
still in the "hardware age" and are now seeing existing disparate
interactions being driven by different solutions based on channel consolidate.
used by the customer. The contact center is often left out of the way,
especially when many companies have undergone a digital transformation and
cannot properly fit into transformation plans. The good news is that now that
all of these technologies come together in the cloud,
In fact, the question arises: why choose between A or B when
you can combine the best of A with the best of B? CRM and marketing automation
are great tools for managing data, organizing, and improving customer
relationships. It can be tempting to activate digital channels because it seems
simple and seems like a "one-stop shop", but the still fragmented
structures that exist show us that this may not be the best approach. When it
comes to the future, companies need to think about the next level of customer
experience that sets organizations apart in the marketplace, combining
hyper-personalized customer experience or experience as a service.
It's just not possible to customize the silo experience,
especially when you have different solutions controlling different channels; it
does not have a consolidated end-to-end customer engagement context. In this
scenario, each solution only covers part of the way. It is important to define
customer interactions and then go back to technology to take advantage of the
best opportunities and find out if you are using A or B or the best of A and B.
Hyperpersonalization consists of treating consumers as
unique people and providing unique experiences anticipating reasons for
contact, adapting in real time to each customer, using artificial intelligence
to predict their behavior, connecting customers with the best resources of the
company according to your needs. (Human or human). no) and provide employees
with the right information at the right time so they can work more efficiently.
This level of customization can be achieved with an
intelligent cloud-based contact center with orchestration capabilities combined
with rich customer data, most of which can come from CRM (or any system that
stores relevant customer information). These can be marketing, logistics,
artificial intelligence systems and others that add value to the context of
interaction with the customer, such as natural language recognition systems.
Being able to connect, understand, and use all of this data in real time is
critical to delivering effective and personalized interactions with customers.
