Power that was once held by the providers of goods and services has now shifted to the customer – whose demand for a seamless and highly relevant experience at every interaction is driving a shift in the way organisations must operate.
With the rise of internet consumerism, customers have access to more content, buying channels and brand options than ever before. With such an overload of information and choices available, organisations can no longer survive by simply providing the bare minimum necessary to keep customers from leaving – instead they are shifting to a strategy centred around optimising customer experiences and outcomes.
As technology has advanced from traditional one-way marketing and generic engagement to allow for data-driven experiences, organisations now have the ability to approach and engage their customers in more proactive, intentional ways than was previously imaginable. Providing an exceptional, highly relevant customer experience is no longer an option, it’s a necessity.
In a market where customers are free agents and where adoption and abandonment occur at the blink of an eye, organisations must demonstrate that they both understand and value their customers. It all starts with data and business applications that leverage that data to drive customer-centric experiences.
For decades, business applications have been relatively static in their functionality and approach. Because business applications embody and automate an organisation’s business processes, the business processes themselves have been relatively static as well, limiting organisations to operating in a reactive – versus a proactive – manner.
For example, when a customer has a problem and contacts a call centre for help, the service representative manually enters the information into the CRM platform,