Today, increased customer expectations, combined with an explosion of communication channels, presents a challenge and an opportunity for businesses. Your customers don’t want to be communicated to, they want to communicate with you.
Staying ahead of digital transformation requires companies to become more efficient while also delivering more meaningful experiences for customers. Where the customer is in his or her journey has an impact on how a company manages interactions with them. Once a prospect becomes a customer, the number of potential messages that need to be delivered grows exponentially and the need for customization and personalization becomes critical. It is during this stage of the customer journey that enterprises need to evolve from static, one-way message distribution to dynamic, two-way, multi-channel experiences on-demand. They need to scale the conversation. To accomplish this most efficiently and cost-effectively, more companies are turning to the cloud—which leads to faster integration and time to market and more timely interactions for customers as well.
Assembling customized ecosystems comprised of best-in-breed, cloud-based technologies also results in the collection of a tremendous amount of customer data, allowing companies to extend their knowledge beyond basic demographics and gather much more valuable data about each individual’s interests, habits, communications preferences and channel of choice.
This approach can also increase internal efficiencies by breaking down silos and bringing together multiple groups within a company. Bringing groups such as marketing, sales, onboarding, services, and support together around a more informed view of the customer, including collected data and a history of the interactions an enterprise has already had with each one, enables companies to close the loop on conversations and deliver the most consistent and personally relevant customer communications possible.
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