All too often, particularly in organisations that have experienced rapid growth or taken a traditional approach to marketing, sales and service; if you put yourself in your customer’s shoes and track the customer experience; it becomes quite fragmented and unsatisfactory. For marketing professionals it is becoming increasingly common for their team to take ownership of the entire customer experience, rather than just working to a two-dimensional marketing strategy.
Why do marketing need to own the customer?
As this diagram from Customer Think shows – the customer journey with an organisation is not a linear process, because everything that happens throughout their interactions determines your future sales success, not just with them specifically in terms of repeat business but in the power of their advocacy. Particularly in today’s connected, digital age.
So it makes sense, that if this continuous engagement has such an impact on the outcome of your marketing activities, then marketing need to take ownership and provide the glue for the wider organisation.
Collaboration is key to achieving a single customer view
We’ve previously discussed how important it is for sales and marketing teams to work together better, but collaboration with customer experience in mind takes the approach one step further. As the CMO or Marketing Director is sitting on the company Board, their role must be to represent the customer. In doing so, they must be able to understand what it is the customer or prospect sees, hears and feels when interacting with your business. This is where the single customer view (SCV) comes in; the ability to track customers and their communications across every channel and every function.
According to econsultancy.com; “SCV also means being able to use the huge amount of data being pulled in from all these various channels into one place, and being able to use that data in a meaningful way. By building a fuller, personalised picture of the customer and their journey, a business will have a more insightful guide to improving future sales and make improvements to future customer interactions.”
So collaboration doesn’t stop at mind-set or organisational structure, but requires the facility to allow the free flow of data across and through the business – for transparency and decision-making internally; and for the customer this brings a personalised, richer experience.
Building the bedrock – technology that drives customer loyalty
If your business has customers, you have data. From purchase history to buying preferences, this data enables you to deliver the product or service your customers want, before they even know that they want it.
The key to unlocking the customer opportunities within your data? Intelligent technologies—like customer relationship management (CRM) and data visualisation. By composing a single view of your customers and creating a more authentic, personalised experience, you can build more loyal, profitable customer relationships.
Data is transforming the customer and sales experience. With unfettered access to information, customers can educate themselves on a product or service before engaging with a business. And customers expect those interactions to happen when and where they want.
Dynamics 365 for Marketing – helping you go beyond the marketing strategy
Of course the CRM functionality within Microsoft Dynamics 365 brings all the good stuff to enable good practice in marketing planning, campaign management, lead generation and marketing analysis; but what is inherent in this application-based business management solution, is the breaking down of traditional barriers internally. The 360 degree view gives a comprehensive view of your customers, providing a new understanding of their journey.
Now with the partnership with Adobe Marketing Cloud, enterprise customers can create a seamless experience for prospects and customers —whether they’re responding to your marketing campaigns or speaking with your sales team. Dynamics 365 for Marketing also includes a comprehensive web content management solution that you’d expect to support your targeted, personalised digital marketing.
Because Microsoft Dynamics 365 for Marketing works seamlessly (on a common data model) with Dynamics 365 for Sales and Dynamics 365 for Customer Service and Dynamics 365 for Field Service, no matter what the customer touchpoint is, data is shared and the customer experience is captured.FIND OUT MORE ABOUT DYNAMICS 365