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Sue Nabeth Moore is the Customer Success Leader at Behavioural Response and will be speaking at Forward Leading’s Digital Marketing Leaders Singapore Summit.

Considered one of the seven most influential women in the Customer Success world to follow in 2018 by Gainsight, Sue is one of the main Customer Success pioneers and evangelists in Europe. She has worn a variety of hats working in sales, customer service, change management and consulting. Sue is also the founder of Success Track Enterprise which provides customer success consultancy services to recurring revenue companies based in or setting up in Europe. She has co-founded Customer Success Europe and meet-ups in Paris in Lisbon and is a regular speaker at events such as Pulse Europe, SuccessCon London and Customer Success Unplugged. She is a mentor at Oracle start-up accelerator which helps member companies with their customer success programmes. 

As marketers, we often think of customer experience as good customer service, quick response times to customer complaints or inquiries, a user-friendly checkout process, the availability of products and service information across multiple channels, etc. These, of course, are all imperative to the customer experience, but a recent Confirmit study found that despite increasing recognition of the importance of taking a customer-centric approach to business and investment in CX programs, ROI is the biggest area of failure with only 20% of companies scoring 9 - 10 for seeing a ROI, and 14% scoring 0-2.

This happens because a key component is often overlooked – accurate customer data and a complete 360-degree customer view. Let me tell you about it A report from the Economist Intelligence Unit (EIU) revealed that 36% of respondents pointed to data silos within the organization as the biggest obstacle standing in the way of improving the organization’s customer experience.

This is various data sitting in systems such as email, billing, customer service, POS, and other systems containing customer data. Each system has important information on the customer – but only bits and pieces of the complete customer picture. This reality is even enforced by the fact that 64% of the marketers say that online and offline is still handled by separate teams. This leads to a situation where different teams are each operating with their own single customer view rather than a combined true single customer view. As long as this data continues to sit in separate siloes, an organization has no way to access the complete customer view to understand preferences, likes and dislikes, and what will drive the most optimal customer experience. Customer expectations are always accelerating.

Consumers are not just comparing their experiences with your brand against those they’ve had with your direct competitors; today, they’re comparing their experiences with your brand against the best experiences they’ve ever had – with any brand. And, consumers are fickle. In fact, 75 percent say they would be willing to stop doing business with your brand after just a single bad customer experience. Overall, consumers actually prefer to do business with brands that use personal information to make all their experiences more relevant at every turn. They often interact with brands for a long period of time before they’re ready to buy.

So, if the first time they’ve had a data-informed, personal experience with your brand is at the point of purchase, it could be far too late. How it can be a game changer for your business? Did you know that “maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also to lift revenue by up to 15% while lowering the cost of serving customers by as much as 20%.” ? (McKinsey & Company) And according to Defaqto Research “55% of consumers would pay more for a better customer experience.”? Maximize customer satisfaction and increase profit via a Customer Journey requires achieving the Single View on the customer. The requirement is the ability to identify a customer, regardless of device and channel, and to provide him/her with contextually relevant information, in real time. To get a single, 360-degree view of your customers, data must be integrated from all of your systems and channels, and mapped across all systems into a unified record. To orchestrate journeys, you have to know where a customer is in their customer journey across all of your systems and what actions and communications have taken place.

This also creates an extraordinary opportunity from a competition perspective: Only 70% of companies are just starting the process of data integration to get to a single customer profile and only 1 in 5 companies are using a single customer profile for most of their marketing applications. In other words: the fastest companies to adopt a single, 360-degree view of their customers will obtain a significative competitive advantage Ultimately, delivering on a customer’s needs and preferences begins with high quality and integrated data. Armed with the correct insights about a customer’s preferences, likes, dislikes, past purchases, current behaviors and usage patterns can have a significant impact on whether your business enjoys a profitable and long-term relationship with your customers.

Behavioural Response is a global consulting firm providing Customer Journey Optimization and 1:1 Marketing Platform Implementation. Their clients include Deolan, World Economic Forum, Oracle, Total and other companies doing anywhere between 7MM € and 7 Bn+ €  spread across more than 45 countries. If you are serious about maximising your Customer Journeys initiatives ROI from mapping to orchestration, you are more than welcome to participate in the keynote presentation “Data : Key Driver of Customer Journey Success” that will be held during the Digital Marketing Leaders Summit Singapore 2018 on September 12th at 12pm in Peony Junior Room, Marina Bay Sands. During this 45-minutes keynote, Sue will share actionable content about the way to collect, integrate and use data across the journey milestones to maximise customer satisfaction and profits by building a true customer centric experience. You are also welcomed to book your strategy discovery call with us to see how they help you http://behaviouralresponse.com/request-your-free-discovery-call

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