Combining Customer Information With Sound Judgment
When it comes to your customers, you know more than you realize. Thanks to modern data archive and customer resource management systems, there is now little shortage of client information — both individually and in aggregate. The challenge is no longer what a company knows about its customers, the challenge has become how to access that information, incorporate it in real time, and respond to it with each transaction.
Across industries, business customers expect personalized attention. For example, savvy restaurateurs understand the importance of knowing their regular diners’ names, food allergies or favorite bottle of wine. Fundraisers know which hot-button issue is likely to generate a contribution and customize their appeals to maximize response.
This first step toward a holistic customer-centric approach is to have a strategy. Quantify all existing information available about each client, whether from internal systems of record or external data sources, and ensure that this information is readily available whenever required. This information should include critical qualitative input from customer-facing staff.
Let’s look at an example of this: