How CRM Can Close the Customer Experience Gap

Customer Experience Gap

Optimize Customer Experiences 

Every company knows that its success depends on its ability to deliver excellent customer experiences. 84% of customers consider the experience just as important as the products and services that a business offers. However, companies and consumers still aren’t on the same page. While 80% of leaders believe they deliver a superior experience, only 8% of customers agree. 

Businesses have a long way to go to deliver the quality communication and timely service that buyers expect. Customer relationship management (CRM) software could be just what these organizations need to close the customer experience gap. 

Personalized Communication 

Personalization is one of the vital components of a strong customer experience. 70% of millennials are tired of irrelevant marketing emails flooding their inboxes, and approximately 41% of customers churn because of poor personalization. Providing relevant, consistent communication to each buyer across channels requires a granular view of consumer interests and preferences. But with data strewn across multiple applications and documents, sales reps lack this level of insight.  

CRM pulls all this data into one solution, so your front office employees don’t have to search across multiple platforms to understand their customers. The software records buyer behavior at each touch point, so your sales team will know when and how to reach out to consumers. For example, reps can deliver special promotions to loyal customers. They can also get in touch with contacts who have had dissatisfactory experiences to prevent churn.  

Additionally, CRM automates outreach to deliver personalized communication while boosting efficiency. A buyer who downloads collateral or visits an event can receive a targeted email message the very next day. Previous customers can receive product recommendations based on past purchases. CRM brings together customer information to ensure you’re reaching out to consumers with the right messaging at the right time. 

Disruptive Technology 

Sales reps are only spending about 35% of their time actually selling. That’s because so much time is delegated to manually entering data. As we’ve already established, CRM consolidates data in one place, which cuts down on manual entry. CRM also analyzes this information to provide accurate forecasts and performance metrics. But some CRM vendors, such as Microsoft Dynamics 365 and Salesforce, are taking advantage of disruptive technology to drive even greater productivity and insights. 

The biggest innovation to hit the CRM market is artificial intelligence (AI). AI expands CRM functionality to deliver greater levels of automation and data analysis. Voice assistants, for example, can log calls and trigger automated tasks like scheduling meetings and providing reminders. By evaluating past trends and current performance, AI can help you predict which deals will close or make recommendations to forward the sales cycle. Chatbots can communicate with customers and gather necessary information before forwarding questions and cases over to sales and service reps.  

As CRM continues to invest in digital disruption, organizations will be better equipped to provide real-time customer service and cut down on manual tasks to dedicate more time to building customer relationships. 

Systems Integration 

It’s not just the front office that needs to work on closing the customer experience gap. Becoming a customer-centric organization requires a united effort across multiple departments. This can only be accomplished through uniting enterprise data into a single source of truth. 

That’s what our Unity integration application is built to do. Our pre-built solution connects Epicor ERP with Microsoft Dynamics 365 CRM or Salesforce, eradicating data silos to give your organization a single view of your leads and customers. Sales reps can use our order tracker to instantly locate the status of a customer order. Product developers can pull from customer data to find out how to optimize products and services. Supply chain and delivery managers can establish strategies to improve customer satisfaction.  

But software integration isn’t always easy. Most businesses don’t have the internal resources required to execute custom coding, mapping and error handling. A pre-built solution, Unity is rapidly installed and fully managed by certified consultants, so you can enjoy streamlined processes and provide superior customer experiences without writing a single line of code.  

Wrap Up 

Nothing is more important for boosting revenue and achieving sustainable business growth than providing excellent customer experiences. CRM gives you the insights and capabilities you need to close the customer experience gap. 

For over 20 years, Datix has provided CRM solutions and services to manufacturers and distributors. A certified partner of both Microsoft Dynamics 365 CRM and Salesforce, we can guide you through the CRM selection process and ensure your software meets your unique business requirements. With our scalable, hassle-free Unity integration solution, you can also work towards becoming a customer-centric enterprise.  

Give your customers the quality experience they expect. Learn more about our CRM consulting services and solutions by contacting Datix today!  


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