Having a single view of your customer is imperative to be successful in today’s digital world. But many financial services organizations still struggle to identify what is needed to connect the dots and create an accurate single view. Data is the root of customer insights and the platforms being used are only the beginning of the story.
By 2020, 85 percent of customer experiences with businesses will occur without human interaction. That statistic alone is just one reason financial services organizations need access to high quality, trusted data about their customers. For some companies, the journey begins with connecting the islands of data to first see what data you have, and what you need in order to enrich that data
You may have the best account team capable of gaining a meeting with an executive-level buyer, but without clarity and good understanding of the customer, success is difficult to achieve. In a Forrester survey, executive buyers reported that only 20 percent of salespeople they meet with are actually successful in achieving their expectations and creating value because they are not prepared. It’s important to understand an organization, but equally imperative to know the individuals and their unique needs.
The good news is there are many ways to achieve a single view of the customer by connecting the knowledge across your various systems and using it to arm your sales organization with the intelligence they need to complete the sale. Below are just a few of the solutions you will need to uncover to help you get started in gaining a single view of the customer.
Customer information management solutions can be used to enhance data quality, ensure consistency of data across CRM applications, and create a holistic view of each customer. Customer information management systems allow businesses to organize your information as a knowledge graph (like Google) for greater insights into your customer’s context and apply predictive analytics models to score cleansed prospect information, in real time, at the moment of interaction.
Location intelligence helps financial services companies understand their hottest prospects and where they may be geographically dispersed so messages can be tailored to them appropriately and who is most likely to respond. Location intelligence also gives insights into what verticals may need additional or reduced resources.
A good customer engagement platform manages relationships throughout the customer journey. It allows businesses to deliver real time, relevant and engaging interactions whenever, wherever, and however they’re ready to listen and respond. In order to create a personalized experience, communications need to be convenient, accessible and easy for everyone to understand. Interactive solutions can dynamically guide and optimize interactions as they occur, manage customer communications across the lifecycle, and optimize and synchronize Omni channel delivery.
Bringing together people, technology, and data undoubtedly improves sales effectiveness. That’s why companies like Pitney Bowes partner with some of the largest global organizations to work on solutions using data quality measures necessary to give businesses clarity into their customers. To quote Amy Collins, Data Governance Manager at Pitney Bowes, “The quality of your data can shape and transform your clients’ impression of your organization.”
CLICK HERE to download the presentation, “Maximizing Marketing and Sales Effectiveness with Better Customer Insight from Your Own Data.”