Giuseppe Palumbo – Functional Analyst
Lately, the power of data analysis allows us to glimpse a future in which organizations will inevitably have to pay much more attention to the experience of customers in sales than we do today.
That said, it is essential to know that a piece of the future is already in our possession and it is only a matter of becoming aware of how much analytics are to date, but especially in the future, the right tool for an increasingly unbalanced sales world towards customers and their shopping experience rather than inward.
Analytics will support the sales team in understanding customer behavior, predicting the results of ongoing campaigns, and even managing the personal pipeline.
This way of understanding the business life of tomorrow is really the future and is in total contrast with the logic of improvisation, which never leads to anything.
What can be concretely structured, through the help of analytics, according to a corporate vision that puts the customer at the center of the sales force?
Adding CX metrics to your Kpis is critical in this area.
As you know, in sales & marketing, the economic and financial results are those that determine the success of an organization.
For this reason it is unthinkable to completely upset the setting of the Kpis with which we ensure the control of the real results.
But how many factors influence such real results?
Peter Druker said that “What you don’t measure, you can’t improve” and it is therefore the expansion of current Kpis that will help you improve performance, starting from the measurement of customer experience to improve its effects on sales.
When companies think of the Customer Experience, they identify it with the individual transactions through which customers relate to the brand. That is logical, but it is not enough.
Measuring customer growth over a certain period of time is definitely a great place to start.
But to improve in the future, we need to identify critical touchpoints, so that we can increase revenue and value.
What are the touchpoints?
Touchpoints are the points of contact between the company and the customer. With the advent of digitalisation, customers expect digital and analogue channels to provide a single flow of information capable of offering a continuous, effective and attractive customer journey.
How do I evaluate them? What holds my company? What is the real benefit? How can I offer that level of experience to my customers? How can I re-create a successful experience by limiting costs?
And still start looking at the world from the customer’s point of view. Identify the customer journey they undertake, how they navigate through touchpoints, try to understand what works and what doesn’t, setting priorities, so as to create a better end-to-end experience.
According to a study by Harvard Business Review Analytic Services, nearly 50% of the companies surveyed identified the action of tying CX to business results as very challenging.
Surely providing an exceptional experience is difficult, tying it to tangible business results is even more difficult, but now this effort is needed.
In order to achieve this kind of vision, it is necessary that the data of the customer journey integrate with analytics, going so far as to evolve from a mirror of past behavior, to a guide to read future behavior.
In most companies, you are naturally not prepared to think about the “journey” made by your customers. This type of vision requires an operational and cultural change, involving the different functions, which will have to collaborate for the result.
Those who manage to integrate customer data, to those of the customer journey with analytics, will get a better customer satisfaction , which translates into a competitive advantage not indifferent.
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