Using data for first-class customer service
The increasing tightening of legal requirements as well as the inevitable digitalisation force companies to rethink classic CRM. The shortening of contract terms, the necessary confirmation solution and the increasing importance of alternative channels such as WhatsApp & Co. require much more digitalisation within CRM departments. Only by increasing efficiency and accuracy can companies operate profitably with declining margins. And this is possible through the increased use of data and highly automated solutions. At the same time, the customer must really be placed at the centre of all activities. The synthesis of data-driven offer logics with Customer Experience Management results in the new trend “Data-driven Customer Excellence”.
Why is the further development from CRM to DDCE important? 4 mega-trends are the drivers here:
- Trend 1: from broad to sharp
- Trend 2: from reactive to predictive
- Trend 3: from manual to automatic
- Trend 4: from analogue to digital
Iskander Business Partner believes that Data-Driven Customer Excellence (DDCE) is the further development of the classic CRM concept to find answers to these 4 trends. By making ever greater use of the available data, marketers’ gut feeling can be improved in order to optimise the customer relationship. Data-driven logics ensure that the right offer, in the right channel, reaches the right customer with the right price at the right time. Scattering losses are further reduced and work steps are automated.
In an optimal state, this is not only beneficial for the company, but also for the customer. The customer only receives suitable and individual offers that match the personal needs of the moment. To ensure that the offer reaches the customer quickly and can be booked comfortably by the customer, CEX provides customer-oriented processes.
DDCE consists of 6 core building blocks, flanked by Customer Experience Management and omnichannel capabilities:
- Component 1: Data & Permission Management
- Module 2: Scorings & Segmentation
- Module 3: Marketing Automation
- Module 4: Event-Based Marketing
- Module 5: NBA-NBO
- Module 6: Machine Learning
The earlier a company sets the course for the further development of classic CRM, the better it will be positioned for the future. For most growth companies over the past ten years, “Data-Driven Customer Excellence” is the common denominator of success.
- Automation of existing and new processes
- Reduction of operating expenses (including personnel)
- Increase in the number of measures that can be implemented
- Automatic readjustment and optimisation of activities
- Less wastage and deadweight effects
- Increase the ROI of the actions
- Better Customer Experience (CX)
- Higher customer loyalty