Customer Experience: May the battle commence

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How would your customers rate the customer experience you give them? Would they call you customer-centric?

The various departments of your organisation may all be delivering exceptional customer service but if it doesn’t all hang together into a solid journey from start to finish, then you are probably losing opportunities and loyalty.

Customer experience is a big topic.  Where customer service is about a one-time interaction, customer experience is about the coming together of all touchpoints with consistency across channels. The aim is that each customer feels like you know and understand them and that you know what you are doing, that all the moving parts of your business work together effortlessly to produce the products and services that you are guaranteeing. One weak link such as incorrect records, repeated conversations, chasing for information or poor delivery standards after a promising start casts doubt over the whole operation.

It’s predicted that 2020 will see customer experience overtake price and product as the key brand differentiator. That’s a good thing for businesses striving to provide the best quality of product and service in their category but without the operational set up to make the customer journey work, it could be the end for many.

 

What does a good experience look like?

The goal is that intangible factor- likeability. If you imagine you were looking at two identical proposals from two different companies whom you believe to offer very similar products and who want your business. Which one do you give the business to? Yep, the one you just feel more drawn to, who seems more able, who is ‘on it’, who you don’t have to teach to suck eggs, who you feel can relate and understand you and your needs.

 

Here are just a few of the most important factors.

Consistent Customer Insight – With insight from across the business, you can personalise experiences, tailor communications, cross-sell, up-sell then use all that knowledge of what works to create other opportunities. Single Customer View and Voice of the Customer are just two of the tools that let you collate and access this level of knowledge in Microsoft Dynamics 365.

Omnichannel Engagement – It seems obvious but a customer should be able to interact with you over a multitude of channels and still get a consistent experience. So, if a customer has engaged with you on one channel, they then expect you to know that when they then contact you through another channel. Likewise, they expect you to know the detail of that interaction and to be able to pick up where they left off with no repetition. 52% of consumers say that they are less likely to engage with a company if the mobile experience is a let-down.

Responsive customer experience – Every interaction should help to inform the next and not only that, it should help to improve the customer journey for every customer that comes after.

 

So, what now?

Businesses are investing.  According to a Gartner survey, more than 50% will redirect investment into customer experience technologies next year with the first focus on the ways that they collect and analyse customer feedback.

Do you know how your organisation will respond to the new customer experience battlefield?  In our next blog, we’ll give you the lowdown on how Microsoft Dynamics 365 is making it easier for you to bring your organisation into alignment with your customer experience goals.

And if you’re currently looking at CRM, you might find our webinar ‘What CRM solutions are available?’ helpful where we’ll explore the many options open to you!

Dynamics 365 for Talent…We’re Impressed

Have you discovered Microsoft’s Dynamics 365 for Talent app yet?

We’ve been having a look around it, ready to discuss with a keen client and we’re already quite impressed by its first release. It has more features than we expected at this stage with more being released weekly. It was immediately clear how different job roles could use the app to improve so many processes, recruitment and HR processes to everyone’s benefit. The digital transformation benefits are instant.

The big themes are talent recruitment, onboarding and development.

 

Talent Recruitment

  • Integrates with LinkedIn to find and source top candidates
  • See who has already interacted with you on LinkedIn
  • Automatic interview scheduling (coordinate calendars, automate scheduling process, communicate to candidates on expectations)
  • Allow interviewers to easily provide feedback from mobile or desktop
  • Keeping hiring managers in the loop at every stage

As it currently stands, lots of us (businesses and recruitment agencies alike) are using LinkedIn to find candidates and to encourage them to apply for a position. It takes a lot of to and fro and if you are a business using a recruitment consultant, it’s easy to fall out the loop of what stage things are at.

Add to that the other sources of applicants and the ongoing admin that comes with selection, interviewing, feedback and offers; it can all get very confusing.

 

Interview Scheduling

With Dynamics 365 for Talent, everything happens in the app where you can directly find out about applicants, click into their LinkedIn profile to see more about them, find out more about their application, look at their cv, their connections and identify the strongest candidates. From there, you can invite for interview. On invitation, the candidate can log into Dynamics 365 and select the best date. The interview team can then be invited and because of the integration with Office 365, you can check the team’s availability really easily without switching between lots of screens. Once you find a suitable date for everyone you go ahead and push the invitation in the same way and receive responses back into Dynamics. Then you can provide the candidate with more information about the interview.

 

Assessing Candidates

It’s tricky getting everyone into a room to discuss a candidate’s suitability following an interview. If you don’t gather there and then, it can be difficult to remember the specifics of the interview and insight can be lost between decision makers with disparate emails, texts and phone calls. So Dynamics 365 allows your interviewers to add their thoughts into the same location on the app, making for a fuller discussion with context for quick reference. Once you know you have the right candidate, you can offer them the job from the app allowing you to keep track of what stage the offer is at. And if this candidate isn’t the right one? Keep them on file. There may be another role for them and you’ll already have intelligence without that awkward ‘do you remember that person we saw back in March last year?’

 

Onboarding

Once your candidate has accepted the position, you can help them become a happy and effective member of the team quickly with colleague introductions and personalised pre-boarding/on-boarding plans that allow you to share critical resources and information with task lists. Not only does it save the to and fro of email between individuals, it’s a fantastic way to monitor the success of onboarding and to link the new individual into other members of the team. You can stage the onboarding with what can be accessed pre-contract v contract sign off.

 

Staff and Team Development

One of the biggest benefits at an individual level is the employee self service for professional development. Rather than waiting for those one-to-one’s or annual appraisals, employees can have a daily conversation with HR or their line managers over the areas that they would like further training or support on. With every employee on Dynamics 365 for Talent, they can see a personalised career trajectory (improving employee engagement and satisfaction) and you can see where you are building competencies to meet future demand. It’s also a great spot to allocate talent to suitable projects.

At a day-to-day operational level, this app makes managing leave, absence, health and safety, staff benefits, compensation and employee analytics really straightforward.

This is about individual profiles built from Dynamics 365, LinkedIn and Office 365 that helps you find, retain, manage and develop talent from the beginning. It’s easily understandable and by bringing so many HR functions into one simple solution, businesses can actually spend more time making decisions and less time chasing the admin.

So far it’s a thumbs up.

Would you like to know more about how Redspire deliver Dynamics 365?

Find out more about us and our services here.

One (Yes One) Top Tip for Marketing High Value Products

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Once upon a time, in a land pre-digital, B2B data was a longed for resource.

Fast-forward to 2017 – data and technologies to handle it abound. So, why are senior marketing leaders still dissatisfied?

 

Problem No.1

A new study commissioned by the Martech Industry Council has highlighted that 25% of businesses are using over 20 tools to handle, process and use the data available to them.  No wonder they’re frustrated! That alone is a huge waste of precious time and the silos enormously restrict the ROI.

Problem No.2

How many marketers want to spend hours of their working week managing databases? According to the research, only 11%. So, at best, you could find your business data relegated to the ‘chores’ list.

Problem No.3

60% of marketing leaders are asking for a more accurate understanding of the buyer persona and person most likely to buy. It’s worrying that 60% don’t feel they have that currently. But it’s not surprising.  Data sitting in separate systems doesn’t tell you enough. It’s only once data is brought together into an integrated platform that it can tell you a full story about your buyers.

Problem No.4

75% of those surveyed said they’d like more time to develop and launch new campaigns. Tying in with problem no. 3 above, this suggests that marketers have to make assumptions about their buyer personas in order to get campaigns out within a time-frame. And as we all know, assumptions can be costly.

 

Here’s the solution:

In one word, integration. To be able to get truly actionable insights from data, it needs to be part of an ongoing loop that does the work for you.  For high-value products, the sale is dependent on a good journey from lead to conversion and then retention. Actionable insight from data helps marketers to identify what works at what stage but it only becomes actionable when it takes customer behaviour from other departments into account.

High-value product or service marketers know that good quality leads are their primary goal. To get those leads, you need to know what leads have previously converted and what the characteristics are of the ones that went on to become the most profitable for your business.

Since it launched in late 2016, Dynamics 365 has been described as a game changer for operational efficiency and customer experience. For the first time, the full workflow is on one system so that every interaction is informed, and every sale is creating data and insight to fuel the next wave of marketing.

Find out more information by watching on our High Value Marketing Webinar .

The Microsoft Tools for Digitally Optimised Customer Service

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Please click on the image below or click HERE to view a high-res PDF version.

The Microsoft Tools for Digitally Optimised Customer Service