{"id":2738,"date":"2016-11-22T09:56:56","date_gmt":"2016-11-22T09:56:56","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/why-modern-enterprise-is-failing-todays-customer\/"},"modified":"2016-11-22T09:56:56","modified_gmt":"2016-11-22T09:56:56","slug":"why-modern-enterprise-is-failing-todays-customer","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/why-modern-enterprise-is-failing-todays-customer\/","title":{"rendered":"Why Modern Enterprise is Failing Today\u2019s Customer"},"content":{"rendered":"
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Here\u2019s Why You Need to Personalize Your Customer Experience. <\/span><\/p>\n

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Regardless of the business size or industry, most companies are organized and measured along three key business functions: marketing, sales, and customer service. Marketing\u2019s role is to build interest and generate leads in a product or service. Once they\u2019ve gotten the customer to express interest, the department thinks their job is done. Sales wants to take those leads and convert them into deals (and $$), and then they move on to the next one. Service doesn\u2019t come into the picture until after someone becomes a customer, and that\u2019s usually to deal with a sign-up, billing or product issue. \u00a0In many companies, these three functions operate largely independent of one another.<\/span><\/p>\n

Customers Want Your Loyalty<\/b>
<\/span>For the connected customer, the gaps between the three departments are more clearly the root of the disconnect between company and customer \u2014 and customer experience functions have emerged to close those gaps. \u00a0Customers are fed up, and they don\u2019t want to be just a faceless number to be marketed to or sold to. Today\u2019s customer is looking for a higher level of transparency within organizations than ever, and they can\u2019t tolerate a company that does not put a customer\u2019s interests at the heart of what it does. <\/span><\/p>\n

One of the most obvious areas that the modern enterprise fails customers is in customer loyalty. Businesses consistently reward new customers over their loyal and longtime customers. For example, think of the last time you went to purchase a new mobile phone. Your two-year contract is up, and you\u2019re interested in the latest model. You\u2019ve seen all of the commercials for the amazing deals on new contracts. But as a longtime customer, you discover that those amazing rates are <\/span>only <\/span><\/i>available to new customers \u2014 and you\u2019re stuck with higher monthly payments. That\u2019s the big \u201cthank you for being a customer\u201d you get for sticking with one provider. That\u2019s where the big disconnect happens.<\/span><\/p>\n

\u00a0<\/p>\n

It\u2019s All About Creating a Good Customer Experience. <\/b>
<\/b>Retailers like Parkson and Sephora have often lead the way in blurring the lines between sales, service, and marketing. When you step into these outlets\u00a0there are certainly salespeople on every floor, but the ethos that these salespeople are trained with is \u201cdo everything you can for the customer.\u201d When salespeople are operating with a service mindset, it shows clearly in the customer experience.<\/span><\/p>\n

In the eyes of the customer, the days of sales, service, and marketing working in silos are no longer tolerable \u2013 but many businesses have been slow to change this. That\u2019s where the <\/span>Customer Success Platform<\/span><\/a> comes in \u2014 putting the customer at the center of each interaction. Because a customer service agent who doesn\u2019t have visibility into sales and marketing data is compromised in his ability to serve the customer \u2014 the service department is contained to dealing with a problem, meaning that the outcome can only be positive to a certain extent, rather than cultivating a complete customer experience.<\/span><\/p>\n

The technology powering the best customer service department is about so much more than customer service software. High-performing service departments leverage insights informed by the entire business across departments. To put it simply, it\u2019s impossible to deliver personalized service across any channel without that 360-degree view of the customer. \u00a0For the companies who don\u2019t have that visibility, the tendency to remain siloed in a departmental approach will continue to serve as a barrier between them and their customer.<\/span><\/p>\n

Source: <\/span>Salesforce<\/span><\/a><\/p>\n

\u00a0Lava is an authorised Salesforce Partner in Malaysia and has more than 9\u00a0years of cloud solutions, CRM implementation and consultation experience. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.<\/em><\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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