“81% of the customers expects to receive the same service’s quality when it’s in contact with the company through different channels, from the purchase until the Customer Service”, writes Vala Afshar in his research “State of the Connected Customer”.
Right now, in this digital background that surrounds us, there’s no time and space for waiting an answer to receive a service, which sometimes needs to be solicited by the customers.

Also Donald Porter, the British Airways Vice President, underlines that “the customers don’t expect the perfection. They just want that you solve the problems when occurred”.
In this phrase we can notice that the “time” factor has a fundamental importance and that the solution to the problem reported by the client should be found as soon as possible.

The relationship with the customer is put to the test everytime he has to hold the line or has to repeat the same information several times, since those factors influence his patience, the satisfaction and expectations.

How can we change this situation? Through the proactiveness.
Customers expects that the companies operate in a proactive manner to resolve some issues before those become a real problem. For example some communications that anticipate the needs (such as a date’s reminder, a notice for a collection or order, some updates about a purchase or a promotion), are considered by the customers useful and positive.

Companies, to anticipate the customer’s necessities, have to rely to data that can become the bedrock to build a precious and important experience, obviously only if well analyzed.
Acting in a proactive manner avoids the unsatisfied customer’s costs, who will raise his voice generating a negative feedback, also in the web platforms. We should remind that “91% of unsatisfied customers decide to change the supplier and won’t come back anymore!” – 1st Financial Training Services.

To anticipate the customer’s needs it’s important to know him, here some tips:

• examine the customer’s progress and history:
• keep track about all the contacts and interactions held with him;
• understand how the customer prefers to be contacted (phone, e-mail, self-service);
• record the preferences pointed out during the service;
• constantly monitor the results.

Those information can be collected through a deep data analysis, that can be the basis to design a real and detailed customer journey.
The first step to approach a proactive contact strategy that anticipates the customer’s needs is the integration of the corporate systems, namely an internal CRM and a contact’s infrastructure.
Furthermore, is strategic to consider the emerging technologies based on an artificial and predictive intelligence. Thanks to them the Costumer Service team is in position not only to satisfy the client’s needs before they are expressed but also to customize the times that the customer has chosen to contact the company.

In this context filled by expectations, intelligent technology and different channels, the chatbots are the right tool for direct contact, often used for easy problems to solve and useful for demanding customers.
Those tools, for example the PAT ones, Engagent, are the happy medium for the management of the first contact, the customer service and contents and purchase employment. In a proactive way this service can recognize the user/client analyzing how he got into the site and introducing a new service looking the past online access.

The integration with the customer’s management system InfiniteCRM, guarantees that each information is stored in the client’s profile.
This customer-oriented strategy allows to truly know the contacts and to exploit predictive plans of action, helping them to solve the problems! Giving relevant experiences on different channels, increases the satisfaction and the loyalty.

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Competence in managing customer’s interactions to choose, their Customer Journey, constitutes the basis of a proper business strategy: initiated by the marketing department going through the sales department and then possibly impacting Customer Service: customer personal data and related behavioral information help define the best strategy to turns a lead into a customer.
Knowing customers and users habits is today’s paramount. As mentioned by Gartner analyst Jennifer Polk in her recent article “Data Enables marketing leaders to measure and optimize their programs in real time, and design and improve customer experience“, highlighting the strategic importance of data analysis to support an improved customer facing marketing and a better experience for customers.

Companies are now aware of the importance of such data analysis and according to a recent survey on 169 IT managers conducted by Talend , enlists their 2017 priorities: Big Data, Analytics, and governance.
70% of the panel, in fact, revealed that real-time analysis, data management, and the self-service knowledge and information access make up nearly 70% of projects IT managers want to implement this year, by structuring their data planning to exploit artificial intelligence and machine learning in the near future. The results also shows that while the digital transformation push continues to be an everyday goal, CIOs are facing budget challenges and time allocation since they need to ensure daily business operations. As a result, their goal is to follow technological progress in this area.

“The digital transformation leader objectives is to create a corporate culture that understands the strategic asset that data represent and that data needs to be leveraged at every stage of each decision-making process. This approach ensures agility and flexibility of the business ensuring to stay competitive in today’s challenging marketplace” said Ashley Stirrup, Talend chief marketing officer.

Explore data and customer behavior delivers measurable benefits for the business from multiple points of view by improving internal processes, services and customers engagement. Let’s face one by one, in detail:

Improvement of internal processes: leads data analytics allows identifying ways and lean processes to meet new business goals, ensuring safer and cost effective operations. This explains why 27% of the respondents believe that the most significant impact of data analytics to their organization would positively affect internal processes improvement, followed by operational cost reductions (17%).

Customer Service Improvement: accessible and in-depth knowledge of customers through data analysis support to deliver businesses success: interaction methods, targeted communication and personalized support. As many as 20% of the respondents see qualitative benefits applied to customer caring services.

Customer Relationship strengthening: Knowing and predicting customer behavior, how a lead has been created and by which preferred communication channel, affects the continuing engagement process while increasing loyalty and trust.

Understanding data and customer behaviors ensures value-added services generation: knowing leads and customer behavior is essential, not only to improve how to increase consumer’s attraction (engagement), but also manage the new lead through qualifying, nurturing whilst generating a genuine interest in their favorite brands. Surely CRM applications are the platforms that allow collecting, analyzing and managing such information, while sharing it with marketing or customer service. Pat offers fully integrated solutions such as InfiniteCRM, which is able to integrate with other management systems allowing to automating marketing and servicing processes. Starting with collecting leads information thanks to a multi-channel communication platform established on a customer centric strategy and logic. However, we can do more…. thanks to our business governance platform, BrainInteractive, you can collect and aggregate the multiple interactions that the customer entertains with the business, offering a complete and integrated lead and customer management process.

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Timing: analyze if customers are contacted according to the defined deadlines. It is crucial to have scheduled deadlines for specific actions on clients or on new prospects, in order to keep alive the relationship with a client. With the CRM it is possible to monitor every interaction with each contact.

Engagement activities: to measure the response rate of the leads that respond to marketing campaigns and analyze their response behaviors. This indicator will highlight the most appropriate engagement models to be implemented both at the level of the media and promotions; based on their responses to certain actions, conversion and purchase you can choose the best activities for each lead to increase efficiency of the system.

Response time: measure continuously, especially during lead generation process, how long does it take to contact (with email, chat or phone) the potential customer. This parameter is an important data that reveals the correlation between contact time and customer conversion rate.

Conversion rate: track how many actions and engagement and marketing activities brings to a conversion to understand if they are really effective. This parameter is a key indicator to correct any kind of communication or promotion.

Funnel abandonment rate: analyze how often the potential customers abandon the funnel is significant to understand which are the situations that needs to be solved or improved. On the other hand, if abandonment rate is low it means that the actions are working and satisfy customers expectations.

The CRM must be a useful system not only to gather information and catalogue them, but mainly to allow to understand through the indicators if the marketing and sales efforts are successful or not, this helps to identify which are the best future strategy and actions.

The Pat solution InfiniteCRM is one of the more stable platforms of Customer Relationship Management in the Italian and international market. It’s a suitable solution to enhance the most important asset of any company, in any industry or size, its clients.

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• 85% of users are convinced that the experience is the first factor to consider during the purchase process;
• many as 89% say that the previous experience with the brand is essential for future purchases;
• 75% would be willing to pay more to receive a unique and personalized experience

These numbers are very clear and the companies have strongly understood the value of the experience: to adopt the approaches focused on the experience means not only a better perception that the consumer can have the company (customer experience), but also in terms of business and revenues as:

• Profitability (60% vs. 35%)
• Growth / revenue generation (60% vs. 28%)
• Market share (54% vs. 29%)

The 53% of companies are therefore convinced that building a unique experience generate distinction, involvement and profit. Although there are some complexity, in terms of process integration and enhancement of the changes related to the creation of a corporate culture and a multi-channel strategy, companies are approaching the Customer Experience Management (CEM).
The transition from CRM to CEM is thin and it’s a sort of evolution process: is no longer considered only the customer’s buying behavior, but the focus moves on his preferences, his use of the sites, more attention is given on his behaviors, on the management of services requested and received.
“For the modern consumer, what counts is above all live and accumulate sensations, hoping to get always new sensations” Zygmunt Bauman.

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