If the last 10 years of business and marketing could be summed up in a few words, it might be “customer-centric.”

Everything from Big Data to “growth hacking” to early adopters to UX to cloud computing has led us collectively down a single path: a marketing world where the customer is in the driver seat, and the company that wins the prize is the one that best serves that individual customer’s needs — one customer at a time, with attention and careful listening tailored to that specific customer.

Just recently, in fact, two companies — British Airways and Sociomantic — won a prestigious marketing award for this very reason: they used their innovative partnership to be more customer-centric.

MarketWired wrote this about these two companies:

The award acknowledged how British Airways and Sociomantic collaborated to build a bespoke programmatic display solution, making it possible for British Airways to leverage real-time booking data in personalized display advertisements, ultimately enabling the airline to use a customer-centric approach to increase cost efficiency while boosting its e-commerce sales.

Customer-Centric Alliances Are Increasing (And the Old Ways of Doing Things Are Out the Window)

Cloud technology and Saas (software-as-a-service) has had an interesting effect on the landscape. As VentureBeat.com explains: “[cloud computing and SaaS] empowered businesses to pick best-of-breed solutions from a wide variety of vendors to meet their specific needs, including specialized customer relationship management (CRM)…”

In the old days, it was about succeeding in your business while simultaneously checking your competition against the wall like an angry hockey player.

That doesn’t really work anymore.

New technology has created an impossible-to-escape connectivity within (and across) industries. To survive, companies must work together with an open attitude. It’s more about finding strategic allies than plotting against your opponents.

Where Many Companies Get “Customer-Centric” Wrong

Companies who insist on a linear assembly line marketing plan have not yet grasped the point of the “customer-centric” strategy.

As CRMBuyer.com explains: “If you get wound up about ‘integrating touchpoints’ and such, you’re going to miss the point of what a great customer experience is about…[anticipating your customers’ needs] requires you to think like your preferred customers, develop personas, and then develop the components of customer journeys that serve those personas.”

The root problem, however, is when a company’s marketing culture becomes stubborn. The most fundamental step to making your customers happy is conceding that they choose their paths to your product, not you.

As this article notes: “…customers create their own journeys. You may offer calls to action or links to other content, but customers will choose their next steps without your prodding.”

Why Advanced CRM Phone Integration is Crucial for Survival

CRM phone integration provides the flexibility you need to avoid a rigid, linear mentality. Tenfold has many features that free up your time to focus on shaping each customer journey — like the way Tenfold auto-logs your calls so that you don’t have to manually enter them.

A high-quality CRM should be able to pull in emails related to your customer — whether inbound or outbound calls — and allow rapid click-to-dial on any webpage or social media platform.

The Power of Analytics

Tenfold’s call analytics make our CRM system especially helpful in crafting personalized customer journeys. We are connected to your CRM, and we analyze your calls and produce useful, richly detailed data analytics that show you exactly how to improve in crafting and monitoring your customers’ journeys.

The bottom-line is simple: when your CRM integrates everything — from activities and notes to call history and analytics — and then organizes it all for you, you’re free to pay attention to what really matters: your customers.

Contact us to learn more about CRM solutions and how Tenfold’s CRM phone integration can help you add a more effective, personal touch to your customer journeys.


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Dan Sincavage

Dan Sincavage

Dan is a Co-Founder of Tenfold and currently serves as the Chief Strategy Officer. Dan oversees the Tenfold sales organization, manages strategic partner relationships and works with key enterprise accounts to ensure their success with the Tenfold platform.

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