Connecting the Dots through Data: How Cloud can deliver Exceptional Customer Experiences

By : |November 19, 2018 0
The on-demand economy is large and is getting larger by providing information and services to the customers anytime and anywhere.

By Adarsh Noronha, Country Manager, Oracle Marketing Cloud

Technology is a catalyst of change, but customer experience is the reason for the change. In an era of digitization, customers know when they need to change. Unlike earlier times where it took months to find and seconds to lose them, now it is hardly a matter of milliseconds.

The on-demand economy is large and is getting larger by providing information and services to the customers anytime and anywhere. Now, your customers are empowered enough to turn their bored or impatient, confused or frustrated decisions into a myriad of choices meeting their sky-high expectations. PwC reports state that 73% of customers now point to their experience as an important factor in their purchasing decision. Gartner predicts by 2020, poor customer experiences will destroy nearly a third of digital business projects.

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Therefore, for a business to be successful, it should aim at providing personalised, seamless and predictive customer experience which can be achieved by making them the centre of all decision –making.

It has always been important for every business to collect perspectives and single view of each customer. Connection and integration help businesses maintain a single view of their customers. This provides them an opportunity to see and interact with customers, identify their behaviour and create better interactions with them.

Adarsh Noronha, Country Manager, Oracle Marketing Cloud

Adarsh Noronha, Country Manager, Oracle Marketing Cloud

Masses of data are being created by the customers on social media, mobile, desktop and connected TV on the basis of their interests, purchases, location and brand sentiment. But when all that data remained isolated in business silos, the view of the customer becomes fragmented.

Uniquely, cloud applications enable a single point of view on customer data. Through cloud, businesses can tear down silos so that more customer data is collected and shared, in an open and usable way, with everyone in the organisation. The integration extends from the frontlines of the business to help marketers create more personalised engagements, all the way to the back-office. Finally, data can be quickly and effectively used to streamline interlocking ERP processes across supply chain, manufacturing, logistics and more, as well as to inform broader strategic initiatives.

Customer-centricity isn’t just about what customers can see – it’s a way an entire organisation works that starts from the inside out. When the existing business environment is integrated and interoperable, without the perils of siloed technology and thinking, continual innovation is finally possible.

In order to go above and beyond for customers in a competitive landscape, some bold organizations are improving customer experience and driving new innovation. They are doing this with investment in the cloud so that the data can be used in a robust and connected way.

High-end audio equipment brand Denon & Marantz collected data on how their products were being used and discovered something interesting in the process- when given the option to name their wireless speaker, many customers called it “bathroom speaker”.

Keeping this in mind, teams across business collaborated to give customers what they wanted. Engineers prioritised bathroom proofing the speakers and marketing team spun customer outreach campaign based around the humidity resistance of the speakers. Denon was then able to provide a proactive service to customers. By working together and sharing data, they greatly enhanced the customer experience with the product.

The Australian airline Jetstar transformed itself with a cloud data management platform which is providing them with a more robust and single view on customers so that the business can speak to them as individuals in the right place at the right time. The disengaged consumer segment were also reached out by an email activity with display advertising which ended up with a 70% increment in the revenue.

For ZALORA, the largest e-commerce fashion company in Southeast Asia has moved from a batch and blast model to an orchestrator of personalized conversations by adapting to Oracle Marketing Cloud. It was important for ZALORA to have a tool that helps them listen and respond in real-time to each personalized interaction with the customer, extracting the data that matters in customer interactions.

Some of the benefits achieved by ZALORA include halving of time needed for a lead conversation to capture a large customer base, resulting in a multifold increase in revenue.

When all the data and dots are connected across the organization, the business can deliver rich internal insight and provide excellent experiences for customers. Customer-centricity is driven by connected information. Hence, the next wave of customer service is here, bringing enhanced experiences to customers and re-defining which companies will come out on top.

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