“A satisfied customer is the best business strategy of all,” said Michael LeBoeuf, the author of How to Win Customers and Keep Them for Life.
“But, how do I improve my customers’ experience?” Even the digitally savviest businesses are troubled by this question. Great customer experience in the digital age seems to be elusive for most businesses. Tech-enabled customers are expecting businesses to deliver value to them in quick notice, most often, right from the first instance of contact. They expect a kind of customer experience that Google, Amazon, Facebook and the likes have made habitual in their daily lives.
These companies that have championed customer experience deliver a holistic service across the buyer journey beginning with sales and onboarding, account migration, issue resolution and after-sales service. Business leaders across all industries and functions have also started to realize the competitive advantage and market differentiation that customer experience delivers in a highly competitive market.
Siloed CRM systems do not offer businesses with the thrust they need to address mounting customer experience demands. The need of the hour is a cutting-edge CRM system that can help businesses connect with their customers in an omnichannel way. Salesforce seems to be a perfect fit for all these requirements.
How can Salesforce turbo-charge your customer experience?
Salesforce, the pioneer in cloud-based CRM platforms, offers new capabilities for businesses to deliver a superior customer experience to new-age customers. The CRM platform helps tap into direct and indirect online chatter of customers and helps improve customer experience positively.
Here are some ways how Salesforce can turbo-charge your customer experience.
Know your customers better
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” ~ Steve Jobs
Steve Jobs was able to create the legacy that Apple enjoys today because his company understood who their customers were, what their underlying wants where and how best they can be addressed. Apple did not focus on building a better computer. Instead, they went on to create a whole new series of products that re-imagined customer experience.
That kind of re-imagination of business model may not be immediately possibly by a growing business. The lack of data or its under-utilization is to be blamed. Here is where Salesforce pitches in as a reliable CRM solution. It helps to identify the various things about your customer and the experiences that they expect with crystal-clear clarity.
Salesforce provides a comprehensive suite of B2B Marketing Analytics to observe and better understand customer intent. It also helps point finger at the kind of devices that they could be using to buy/experience business offerings.
Ensuring brand tone consistency
The retail landscape of today has transitioned to a comprehensive omnichannel business model. A typical customer may not interact with a brand through all online and offline channels. They might stick to a combination of email, chat, social to stay connected with the brand. They would also expect a consistent service standard across all channels these that they use.
That brings upon the brand a necessity to ensure consistency in communication and maintaining the brand persona. Be it through email, telephone, social channels or through live chat, the brand voice should remain consistent. That calls for intensive organization-wide staff training and development.
Salesforce has a dedicated tool called Trailhead which allows users to learn how to use Salesforce effectively. Additionally, Trailhead also offers an impressive suite of business and skills related courses for users. With Salesforce Trailhead, users will be able to hone their skills to perfection and maintain a uniform brand communication tone that will resonate with customers.
Deliver value through personalization
This is the era of hyper-personalization. Addressing customers by their names when they log in is so passe. More aware customers expect online stores to align product feed and offers to their personal preferences.
How does a business remember their customers’ preferences and dynamically render product/service suggestions? Enter, Einstein Analytics – an artificial intelligence-powered analytic tool. Einstein Analytics will help Salesforce users comb through tons of data in an instant and pick up real-time insights.
Based on such signals, the business can provide personalized product suggestions, reach out to hot leads or make necessary amends to the selling process to bring in more deals. For instance, Einstein Analytics would empower a sales manager to figure out the most important factors that could be influencing the success or failure of a closure.
In a Nutshell
Customer experience is the new marketing currency. It can buy more customer engagement and loyalty that paid marketing campaigns may not able to achieve. But, delivering an extraordinary customer experience is not a task that can be pulled off easily. Data, expertise and a customer-centric culture is necessary.
Salesforce brings all the ingredients to modern businesses under one roof. It enables them to address the mounting experience expectations of customers with ease. Also, the recent additions of Artificial Intelligence and Machine Learning based tools only make Salesforce a state-of-the-art CRM tool apt for all range of enterprises. In other words, Salesforce preps all its users to become digitally-savvy customer experience providers.
Excited? Get in touch with our experts to improve your customer experience.
