Drive Customer Centricity through Transformative Technology

In the world of digital and an experience-driven ecosystem where the customer is at a center. The customer-centricity approach reciprocates well, as it creates loyal and satisfied customers. At the same time technology is constantly pivoting and getting aligned to this rapid change which is fundamental to drive enterprise purpose.

The idea is to bring forward transformative tech and showcase a few instances to witness this move.

1.??????Coexistence of CRM and CSP (Customer Success Platform)

CRM from times is one such platform to manage the 360-degree view of customers, but CRM itself went through a journey of transition and aligned to business expectations.

• Initially, the real driver of CRM was to grow the relationship and revenue post-sale
• Then focus was on the usage of the application feature set
• Most recent was to drive customer retention by increasing user adoption.

But enterprises identified the core gap of missing matrices about value received by customers.

The evolution of the CSP changed the perception of not focusing only on customer service but for bringing equal importance towards customer success. Which means.

• Customers achieve the outcome that enterprises anticipate them to reach as they use the products/services.
• Ensuring that your customer can achieve their goals and expectations with your product/services.

Interestingly, it collaborated both enterprise and customer viewpoints with respect to the intention of product/services design and adoption.

2.??????Addition of CDP (Customer Data Platform) – Minimize the huge DATA integration efforts

To reach the peak of customer-centricity framing a personalized environment for customers is a must. The need is to capture, combine and churn data from various channels and do unification, segmentation, prediction, and activation to throw it back to various channels for actions.

The pace at which we are talking to complete the above workflow is unimaginable along with the right first time and with absolute accuracy.

CDP can be considered as a unified platform for first, second, and third-party data and can be seen as an alternative to various data management solutions with high turnaround time.

Initially emerged only to fulfill marketing requirements but today acquired the mainstream status and is widely accepted to be a part of the enterprise solution.

When combined with CRM and CSP can produce exceptional results.?

3.??????Reverse ETL – Process of moving data from hub to operational systems

In the overall game of customer-centricity, operational systems play a major role.

Reverse ETL helps to streamline operational analytics and turn insights into better and quick actions. It fulfills the requirement of complete and reliable data for the business team and drives business growth by keeping it very personalized and creating a meaningful experience for end customers.

It complements well to the overall bandwagon of tech transition.

The tools and platform capabilities are moving towards addressing business pain areas and not just to do the general-purpose implementation.

There are many such transformative techs which when connected can give fair insight about achieving customer-centricity in the true sense.

The change is well-targeted to finetune customer-centricity and as said earlier become fundamental to drive enterprise purpose.