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Why every CX team needs to plug into the power of integrations

AvatarPala | December 1, 2018

A CEM platform is nothing without a little help from its friends. And we at CloudCherry say this as a full-featured CEM platform ourselves. We’ve invested a ton of time and energy into building the easiest, quickest integrations with the tools our clients already rely on.

And here’s why.

Businesses collect and store a lot of customer data during normal operations, but it’s stored across multiple teams, systems, and servers. For example, the development team is storing user logs that show errors, time spent in the app and a ton of other useful information. Customer support has years of customer conversations stored in their help desk. Marketing collects customer engagement data in various operational platforms. Each department only has eyes on a tiny slice of the total data that’s being collected.

The problem with all of this data being segregated is that businesses can’t access it for use in their CEM programs. Successful CEM programs require breaking down silos for a complete view of the customer.

Put the survey down.
There are better ways to understand your customers.

When data is siloed, what we often see happen, is that each independent team will go out and survey customers to get the information they need. And while surveys can be effective tools for a closed loop feedback process, they have several flaws.

First of all, while you still need the data from customers, they aren’t as happy to answer the questions anymore. In a recent study of 1000 consumers, Customer Thermometer found that 70% of people have abandoned a survey before completing it, 45% of customers tend to ignore requests for feedback. In fact, only 9% of customers answer thoughtfully.

When independent teams are left to collect their own data, they end up asking questions the wider business already has answers for. Customers know that they’ve already provided this information, and become frustrated. Alternatively, multiple departments might not coordinate surveys between them, bombarding customers with surveys at the same time.

Together, these two issues lead to survey fatigue, making it more difficult to get a meaningful number of responses back to the questions organizations really do need to be asking.

Secondly, customer surveys only measure feelings and intent. They don’t track customer action. Even if a customer says they are satisfied after a customer support interaction, they still might not repurchase, or use your product a little less. Surveys alone can’t capture that.

This is why integrations are so critical to understanding the customer journey and predicting future actions. Instead of relying on surveys, you can use the information you already are collecting in a much more impactful way.

Integrations put the data you need, where it’s useful

CloudCherry strongly believes in the power of pulling your existing data into your CX platform. While we agree that the expression “360-degree view of the customer” is a bit overused, we can’t overstate the benefits that come from having all of your customer information in one place.

Context is king. Your CEM can tell you how customers feel, but connecting that data to customer actions within the product or through their purchases is key to making better decisions. Here are three ways our customers are using their integrated data in CloudCherry to provide better experiences to their customers.

Proactive customer service

Bringing your ticketing data into your CEM helps your front line teams get ahead of customer problems. Being proactive means anticipating potential issues that your customers might see, and offering support before customers even know they need it.

A typical situation where proactive service is helpful might be the delivery of the first invoice or account statement. By looking at the types of tickets your customer service teams tend to see, you can proactively answer the questions customers have on the statement itself, or even with a friendly email delivered beforehand.

But without combining the data from the tickets with the experiential data on your CEM, locating these opportunities to be proactive is difficult. It’s even more difficult to measure the impact introducing proactive service has on the customer experience. Integrating your ticketing data with your CX data can help prove the ROI of proactive initiatives.

Personalized marketing automation

Integrating your customer experience data with marketing automation software allows for hyper-personalized marketing campaigns. 90% of consumers find personalization appealing, according to a 2018 Epsilon study. That makes sense intuitively – no one wants marketing material sent to them that has nothing to do with their needs. That just wastes everyone’s time.

Most marketing cohorts today are defined by demographics. For example, businesses might group together all upper-class Caucasian males, aged 65 and over into the same marketing cohort. But that’s not always the most accurate representation. Consider Ozzy Osbourne and Prince Charles. Alike in every demographic metric you could think of – but would you market to them the same way? Absolutely not.

Delivering the best customer experience means businesses need to be interacting customers based on their behavior – not just their persona. Developing these intelligent cohorts means integrating survey data, user activity and brand interactions along with demographic data in order to truly understand the customer you’re talking to.

Actionable customer insights

If you improved the speed of service by 50% – what would that mean to your revenue forecasts?

If you increased the variety of beverages available – how would that impact the number of returning customers?

While listening to the opinions and feelings of your customers is important, it doesn’t always give you all the information you need to make viable business decisions. This is where integrating CX data with financial metrics can help. By combining traditional CX data points like NPS surveys with lifetime value data from your CRM, you can calculate the exact ROI from any CX improvements. Even better, you can make this calculation before you even take action.

For example, PUMA used their CRM data within CloudCherry to determine that their promoters, on average, spend 10% more than detractors. Armed with this knowledge, they can make better decisions about where to spend their CX resources to move detractors to promoters.

Power your CX strategy with CloudCherry’s Integrations

Put down the spreadsheets, tell your data analyst to take a day off. With CloudCherry’s easy to set-up integrations, your team will have all the information you need to make decisions right at your fingertips.