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There is no greater truth than what your customer is telling you. Customer loyalty in the digital landscape is harder than ever to keep, so the more you know about them the easier it is to retain them. Losing to the competition is only a click away. Marketers in any industry need to fully understand their customers in today's competitive marketplace, but even more so, successful and profitable interactive marketing begins with gathering customer intelligence.
Most marketers often struggle to create this 360-degree, multi-channel view of the customer because they haven't developed a 360-degree view of their organization. They have yet to integrate disparate departmental systems and their data silos. A common technology platform and data warehouse is the first step in "how" to simplify customer data analysis.
Channel Surfing
The number of media channels available to marketers has exploded – search engines, microsites, mobile networks and You Tube videos that deliver diverse collections of customer data. With all these channels to monitor - search, email, social networking, web sites, online advertising, offline promotions and rich media - it not only takes expertise to gain the insight and linkage between them, but an integrated system to distribute the intelligence.
Empowering stakeholders in your organization with the tools and information for analytics helps to create that complete and centric view of the customer lifecycle. It involves aligning around the customer, leveraging data from disparate sources and sharing information across platforms to better understand and anticipate the needs of the customer. This means aggregating their touchpoints, such as service issues, transaction history, demographics, and buying habits for a complete profile. This holistic approach is as much a technology solution as a business strategy to work efficiently towards Customer Relationship Management (CRM) that builds loyalty and maximizes profitability.
CRM for Web 2.0
Business intelligence technologies can take several forms, an online dashboard of business indicators, business reports via a web portal, or a platform that delivers extemporary access to customer data. The key is to integrate into a single environment that collects data from all points of customer interaction.
Customer analytics is about understanding, responding to, as well as anticipating customer behavior. If your company can leverage the data you've collected and analyzed, you should be able to serve your current and potential customers more effectively and gain a competitive edge. In the realm of interactive media, a platform for integrated CRM and customer analytics is crucial to successfully obtaining that 360-degree customer view.
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