I recall that years ago, customers and prospects were often categorised in a simpler way than today. For example, they were simply assigned as a 'warm/hot prospect’ due to a recent contact or purchase, ranked by a geo-demographic coding to living in a particular postcode, or simply having an affiliation to the product.
Today (and for some time) we talk about the 360 degree customer view, but what does this mean in practice? We like the infographic since it suggests what we should aim for, it showcases resources, technology and data.
As we all know, it’s more sophisticated and can be more complicated but worth the effort. Companies have access to new technology, sophisticated systems which can integrate data and access to more customer insight through ‘big data’. It’s focusing on the customer experience and realizing that the customer is taking an ‘individual journey with the company’ and ‘requires a customized map’ .
Companies with smaller budgets and low resources may only have access to a few elements of those highlighted and make take a few years to blend it together. But this infographic shows a start.. Rome wasn’t built in a day! Companies with the resources and management backing are able to embrace this or start planning towards it. As we mentioned in our blog post earlier this year, Qantas has used CRM and Big data to support their loyalty programs - increased satisfaction by 60% and profit by 80%.
So in essence, what am I talking about – just ‘Big Data’ and CRM systems? No, it’s a bigger picture of our customer - the full 360 degree view of our customer and IBM.com have shown this well in their infographic which is compared to a ship’s end destination.
Other areas that could be added include mobile marketing touchpoints, feedback from internal staff (customer facing) and partners (could be encompassed on customer feedback) . Please share those which you feel could be added to it.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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