Customer relationship management (CRM) has been operating in a variety of ways. Some organizations opt for a multi-channel method that aims at interacting with customers using a mixture of direct and indirect methods. However, today CIOs are promoting channel-less CRM, a process that is more focused on customer experience than the channels they use to deliver it. In this article at Information Age, Lee Whittington explains the benefits of channel-less CRM and the best ways to achieve it.
Benefits of Channel-Less CRM
Offers Personalized Support
Customers want tailor-made solutions, whether they are on their phone or computer. According to studies, nearly 63% of customers say they want a more personalized experience. This is good news for CIOs. Remember, consumers who believe in customized experiences are likely to become your most valuable customer. Channel-less CRM helps you in offering personalized experiences to your customers.
Improved Employee Efficiency
“Moving to channel-less CRM with a central AI hub also means businesses can cut down internal silos that would act as roadblocks to completing the customer journey,” says Lee. As a CIO, you must combine the benefits of proactive customer service using AI with solutions like digital case management (DCM) and business process management (BPM) to automate unnecessary tasks, drive employee efficiency, and reduce workloads.
When there is no right technology at the back-end, businesses cannot assure that data is consistent and available between the channel. In fact, siloed data will lead to loss of sales and customer frustration. The channel-less CRM helps CIOs manage actionable insights between chatbot, email, SMS, voice, or any other channel efficiently. This means CIOs can control customer data and ensure that it is rightly handled and in compliance with GDPR.
How to Implement Channel-Less CRM?
CIOs must use robotic process automation (RPA) and digital process automation (DPA) to bring process, people, and systems together. Then, CIOs must set up case and business process management to implement the procedures that must be taken to meet the customer’s expectations and track progress.
To learn more about channel-less CRM, click on https://www.information-age.com/how-cios-ctos-should-move-from-multichannel-channel-less-crm-123489758/.