November 3, 2015
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Your in-house team operates like a well-oiled machine. They are adept at managing engagement through all the traditional customer channels. But in the ever-changing digital landscape, customers rapidly embrace new and emerging channels of communication with the expectation that your enterprise will adapt to their preferences.
How do you develop the skills needed to adopt new mobile and web channels seemingly overnight? It seems an impossible task, but failure to do so can prevent you from being connected during a crucial customer ‘moment of truth’, and one customer’s challenge that become widespread if not addressed quickly. This can also become quite expensive as well, because it costs six times more, on average, to attract a new customer than it does to keep an existing one.
Many customers increasingly prefer new touch points such as web chat and social media, over traditional channels. And when properly managed, these channels enable a world of possibilities for interactive, up-to-the-minute ‘conversations’ that can help build brand loyalty. However, it simply is not feasible to have every skill covered in-house. For example, how can your brand transform ‘big data’ to ‘small data’ that is actionable. One challenge facing many organizations is the lack of an in-house data scientist to make sense of that data as part of their omni-channel strategy.
One way to overcome is subscribing to analytics “as-a-service” and relying on a dedicated team to provide deeper customer insights and yield clear business recommendations. By listening, analyzing and monitoring key metrics and influencers across the Internet and social networks, and automatically updating your customer database you have information to transform customer experience . Placing data at the customer touchpoints allows real-time business rules to help increase retention of current customers, as well as improve your ability to attract and acquire new customers
