It is commonly heard that the potential of combining online and offline customer data has not been tapped successfully. In this write up, I will try and review this issue; hence the idea becomes plausible along with the objectives being achievable.
Everybody knows that this topic has been discussed at length apart from discussing the benefits of online client intelligence but in reality, it outweighs what is happening in most of the firms across the globe currently.
Understanding the relevance of tapping the data, not much has been spoken about the different kinds of client behaviors that need to be monitored along with focusing on its usage for developing an improved and frictionless client experience across all the relevant touch points.
It all initiates with what are your objectives for your digital presence such as are they to register, to carry out a transaction, sign up for a newsletter and also hold conversations with a particular content object like internal or third party? These are usually the key objectives which the companies usually have with the aim to realize the client journey leading up to these events apart from monitoring and also vividly remembering when the client interacts with all the channels of a firm available in the market.
One of the important aspect is to track and also realize how external campaigns, in site promotions and also search helps in making a contribution towards attaining these targets and how it further breaks down into behavioral segments/profiles.
How to recognize a client or who is a customer
The next relevant consideration is – how to recognize the visitors/clients from the past interactions even if they have failed to identify themselves? Identification should never be dependent on a login. It could be via an email address or a tracking code address coming from other relevant digital channel where the clients had previously identified themselves.
It will be of greater value when we will be able to match this behavior as the unknown visitors when identify themselves will not force us to build our database from the scratch.
It will lead to a point where we will be required to review our options for successfully weaving visitor’ online behaviors into our offline knowledge and how it is possible to exploit the capabilities. We need to ask our own selves if it will be useful for us if we are in a position to send a follow up email to the ones that had abandoned a particular form.
Is it possible for the call centre colleagues to enhance their conversations by understanding which clients’ downloaded specific content? Hoe relevant is it for us if a firm will be analyze text from the in-site searches and also combining it with the insights driven of the complaint data from our CRM? what are the possible attributes of the varied parts of the journey which helps in attaining an objective?
It can be difficult to understand by the capabilities of the ‘broader data-driven marketing eco-system’. It is disheartening to note that many firms are not able to integrate/report/visualise online customer intelligence in the systems that already consists the backbone of their information infrastructure.
They don’t make proper use of the present campaign management systems to take decision on what is important for an individual and also pushing online personalization which enhances the online conversion rates and also can be utilized across varied channels.
Firms hardly take necessary responsibility of online customer data or make use of their advanced analytical engines and existing analytical skills for drive next level insights.
If companies are not taking complete advantage of the campaign management systems, it leads to miss in opportunity as the deliverables of integrated online and offline customer intelligence are real. Hence, companies must look for them every single day.
The article is also available at http://www.basearticles.com/Article/34440/Customer-behavior-an-integral-part-of-CRM.html
Everybody knows that this topic has been discussed at length apart from discussing the benefits of online client intelligence but in reality, it outweighs what is happening in most of the firms across the globe currently.
It all initiates with what are your objectives for your digital presence such as are they to register, to carry out a transaction, sign up for a newsletter and also hold conversations with a particular content object like internal or third party? These are usually the key objectives which the companies usually have with the aim to realize the client journey leading up to these events apart from monitoring and also vividly remembering when the client interacts with all the channels of a firm available in the market.
One of the important aspect is to track and also realize how external campaigns, in site promotions and also search helps in making a contribution towards attaining these targets and how it further breaks down into behavioral segments/profiles.
How to recognize a client or who is a customer
The next relevant consideration is – how to recognize the visitors/clients from the past interactions even if they have failed to identify themselves? Identification should never be dependent on a login. It could be via an email address or a tracking code address coming from other relevant digital channel where the clients had previously identified themselves.
It will be of greater value when we will be able to match this behavior as the unknown visitors when identify themselves will not force us to build our database from the scratch.
It will lead to a point where we will be required to review our options for successfully weaving visitor’ online behaviors into our offline knowledge and how it is possible to exploit the capabilities. We need to ask our own selves if it will be useful for us if we are in a position to send a follow up email to the ones that had abandoned a particular form.
Is it possible for the call centre colleagues to enhance their conversations by understanding which clients’ downloaded specific content? Hoe relevant is it for us if a firm will be analyze text from the in-site searches and also combining it with the insights driven of the complaint data from our CRM? what are the possible attributes of the varied parts of the journey which helps in attaining an objective?
It can be difficult to understand by the capabilities of the ‘broader data-driven marketing eco-system’. It is disheartening to note that many firms are not able to integrate/report/visualise online customer intelligence in the systems that already consists the backbone of their information infrastructure.
They don’t make proper use of the present campaign management systems to take decision on what is important for an individual and also pushing online personalization which enhances the online conversion rates and also can be utilized across varied channels.
Firms hardly take necessary responsibility of online customer data or make use of their advanced analytical engines and existing analytical skills for drive next level insights.
If companies are not taking complete advantage of the campaign management systems, it leads to miss in opportunity as the deliverables of integrated online and offline customer intelligence are real. Hence, companies must look for them every single day.
The article is also available at http://www.basearticles.com/Article/34440/Customer-behavior-an-integral-part-of-CRM.html
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