Marie Ruzzo, Director of Product Marketing at Bold360, examined customer relationship management (CRM) platforms and their impact on today's organizations during her presentation to Argyle's CX membership at the 2017 Customer Experience Leadership Forum in San Francisco on December 14. In her presentation, "Navigating the New Era of Customer Engagement, Why CRM Is Not Enough," Ruzzo explained why today's organizations need to look beyond CRM platforms to succeed in today's highly competitive global marketplace.
The customer controls all aspects of the buyer's journey. And CX professionals who fail to adapt risk missing out on opportunities to help their respective organizations foster meaningful customer partnerships.
"[We're] living in the age of the connected customer, but for many of us, I don't feel like we're connected at all," Ruzzo said. "It's more challenging than ever before to have an intelligent, rich and personalized interaction with a customer."
Fortunately, new technologies are available that enable CX professionals to quickly and effortlessly build trust with customers. If CX professionals effectively leverage mobile, social and other technologies, they can boost the likelihood of memorable customer experiences.
"It's really hard to use yesterday's technologies to get a complete picture of your customer and have a real-time, rich interaction with the customer."
Many CX professionals rely exclusively on CRM platforms, but these platforms generally deliver limited results. In fact, CX professionals who leverage CRM platforms may struggle to build long-lasting customer partnerships.
"The internet has created massive amounts of customer data, but this information is no longer centralized," Ruzzo stated. "It's really hard to use yesterday's technologies to get a complete picture of your customer and have a real-time, rich interaction with the customer."
How an organization collects and analyzes customer data can have far-flung effects on its ability to deliver exceptional customer experiences.
Merely collecting customer data from a wide range of structured and unstructured data sources is unacceptable. Instead, today's CX professionals should utilize customer data analysis technologies that make it easy to generate actionable insights.
"The customer is at the center of our universe, and the customer's digital world is growing day by day and year over year," Ruzzo noted. "Many companies are looking to use [customer] data in clear and compelling ways."
CRM platforms and ticketing systems help CX professionals collect customer data. Yet these technologies often fail to help CX professionals achieve the optimal results.
"The customer is at the center of our universe, and the customer's digital world is growing day by day and year over year."
With CRM platforms and ticketing systems, an organization may collect data over an extended period of time. Comparatively, these technologies may create an overwhelming amount of data that can be difficult for CX professionals to analyze. This may cause CX professionals to miss out on actionable insights that otherwise could help them build successful customer partnerships.
"Many of the CRM and ticketing systems that we use today are no longer enough to construct a complete view of the customer," Ruzzo indicated. "The data that sits in those systems is a very small part of what we do today."
Ultimately, CRM platforms and ticketing systems technologies represent only a minor part of a bigger CX strategy.
CX professionals must possess the ability to analyze customer data and transform this information into actionable insights. If they can optimize the value of customer data, they should have no trouble finding the best ways to deliver value.
"Today, with so many different ways to interact with companies, CRM and ticketing systems are a very small part of the equation. As a result, there is a massive disconnect between what a customer wants and what a business can deliver to a customer," Ruzzo pointed out.
Moreover, new technologies help bridge the gap between organizations and customers. These technologies provide convenient access to multiple channels, ensuring organizations can instantly connect with customers from around the globe.
Artificial intelligence (AI) may play a pivotal role in how organizations foster meaningful customer experiences as well.
Thanks to AI, CX professionals can automate many time-consuming processes that frequently extend the gap between organizations and customers. AI also enables CX professionals to save time and resources relative to CX processes. AI deploys across a broad range of organizations, ensuring maximum value over time.
"The adoption of AI is being driven … by faster time to service," Ruzzo stated. "The other compelling opportunity is what percentage of calls are going to be routine … that can be learned over time."
Marie Ruzzo is the Director of Product Marketing for Bold360, LogMeIn’s intelligent customer engagement solution. Marie has more than 15 years of marketing experience understanding contact center needs across a variety of industries. She loves yoga, Game of Thrones and her goofy labradoodle, Wyatt.