Technologies to support the customer journey
Today, many are the technologies available to support the customer journey.
Here are some of the most interesting examples.
Social networks give great opportunities to connect with people, improve the customer engagement and build loyalty. In particular, social media monitoring tools help companies track conversations and understand sentiment around their brand. This can be useful to identify areas of the customer journey that need improvement. Indeed, companies can track users’ opinions on the market, on their product, on a competitor, on their brand. Thus, they may find, for example, that customers do not appreciate the after sales service or why a competitor is particularly successful. Starting from this information, they can make changes to get closer to what customers really want.
Thanks to technology, today many of the touch points along the customer journey can be in real-time.
Indeed, customers are no longer willing to wait for answers to their doubts or problems, and companies that fail to be fast risk losing them.
Live chats allow to provide customer support at the exact moment they need it, improving the overall customer experience.
Chatbots are similar to live chats, with the advantage of being automated. This allows companies to solve a series of predefined issues quickly and without human intervention. This can help reduce wait times and improve the efficiency of customer service. The result is a satisfied customer and a reduction in costs for companies.
While digitization is a reality, many touch points between companies and customers still take place offline. And new technologies offer numerous opportunities.
For example, brands can install smart devices in theirs stores with which customers can interact to obtain information or respond to surveys. The automatically collected data is useful for identifying preferences, determining the level of satisfaction, and, ultimately, improving both the products and the customer experience.
- Customer Relationship Management (CRM)
Thanks to the combination of personal, demographic, transactional and behavioral data (preferences, web browsing, use of social networks), CRM allows brands to have a complete and realistic idea of what customers' habits, needs and priorities are.
In fact, CRMs allow them to observe and analyze every signal sent by consumers: changes in orders, after-sales calls, complaints, responses to marketing campaigns, and much more.
This makes it easy to identify which parts of the customer journey need improvement.
- Data Management Platforms (DMP)
DMPs are platforms that organize all the information about the interactions between customers and brands. Artificial intelligence and machine learning allow the rapid processing of the large amount of data, making possible to carry out predictive analyzes on customer behavior. In this way, brands can discover and anticipate customer’s needs and, consequently, improve the customer experience.