Everyone knows how essential understanding your potential customer’s needs has become. It’s a key part of doing business today. Personalizing your offer and tailoring the message to a client´s needs and interest is more important than ever before. In fact, this realization has not only increased but also accelerated the integration of many of today’s critical technological solutions like CRM, and Marketing Automation among others.
Tools like these provide a huge value to business management. Technological solutions have become so sophisticated that they provide the imperative measurement and analysis to really get to know your customers. Not only are we trying to find out who our customers are, but we’re also presenting them with a very personalized offer in order to engage and retain them. More than ever we have to differentiate our offering from the competition just to reach our audience effectively.One of the most valuable sources of information is the customer themselves. Mastering the customer service game has never been more important. Creating, maintaining, and communicating your customer loyalty efforts have become, Customer Service 101. With a good understanding of this, companies can gain valuable information, not only related to their customer relationships, but also about the products and solutions sold so they can make the appropriate changes to suit the demand. As the market changes, so does the relationship with your customers as well as the interaction protocol with them. Knowing the market trends and your audience in a rapidly changing environment is critical to keep and efficient direct communication with them.
I believe we’re witnessing a serious market shift in regards to communications channels, and although voice is still the main channel (FORRESTER’S TOP 15 TRENDS FOR CUSTOMER SERVICE IN 2013), others, such as self-service or digital channels are becoming increasingly important. Not only is multi-channel essential in today’s communications, it also has to adapt to multiple devices, a fundamental requirement if we want to truly stay connected with prospects and customers. Lastly but above all, a comprehensive knowledge of your client is necessary. Having all the necessary account information/ history and providing it to our customers in the correct way is a key factor in their satisfaction and retention.
We have to be prepared, customers lead the discovery process, and they have the key. The rules of the game are changing and so is market preference, but having the tools and systems in place to listen, and be prepared to take action makes adapting your process to meet audience demand almost painless.
Choosing the right tools to give you the information you need in a simple quick manner allows you to respond to market trends and its key to evolving with customers and their needs!