In this digital age, the vast majority of our modern behaviors generate data. Every time we perform a Google search, visit a webpage, and open (or ignore) an email, we provide businesses with information. Over the past few years, successful organizations have figured out how to leverage this information to optimize the experiences we, as customers, have when interacting with their brands—with the ultimate goal of causing us to buy sooner, with more frequency and in higher volumes.
For many organizations, this is the root purpose of digital transformation: Putting digital systems and processes in place to improve the customer experience and drive more revenue from happy, loyal customers.
In her most recent article for CMSWire, Nitro COO Gina O’Reilly writes about the customer experience, and offers three actionable tips for modernizing the way information is managed within our organizations so that we can improve the service customers receive at every touchpoint.
Three Ways Modern Information Management Can Lead to Happier Customers
1. Streamline information flow with integrations
According to a recent Forrester report, 79% of knowledge workers interact with customers directly. In order to meet the modern customer expectation of real-time responses and always-on access, employees need quick, direct access to customer records including transaction history, contract details, and past support requests. By providing an integrated business suite—a CRM system that plays well with a document collaboration tool and cloud storage platform, for example—organizations are enabling employees with access to any information they might need to help a customer as effectively and expediently as possible.
2. Foster a connected environment for a disparate workforce
The traditional 9-to-5 has become all but obsolete. Today’s most effective organizations are enabling their employees with tools that give them access to their documents and workflows wherever they are, without missing a beat. This increasingly fluid approach to “the office” also applies to customers, so facilitating anywhere access to documentation and functionality that keeps business moving along—both on the employee’s and the customer’s side—can be a big differentiator for companies.
3. Enhance collaboration to drive innovation
When colleagues have the tools to collaborate effectively, innovation seems to follow. And with top brands like Tesla, Apple, and Uber setting the pace for innovation, customers have come to expect awe-inspiring things from the products they purchase. Studies have shown positive links between collaboration and innovation, and point to revenue impact as well. Bottom line here: Make sure your people are properly equipped to kick ass at collaboration.