As customer expectations evolve, businesses must prioritise personalised experiences to foster loyalty and build long-term relationships. Today’s consumers seek more than just products or services – they desire genuine brand connections. Research shows that 80% of customers are more likely to engage with organisations that offer tailored experiences, while 90% of leading marketers believe personalisation significantly boosts profitability. Achieving this level of engagement relies on developing a 360-degree customer view, ensuring every interaction is uniquely tailored to individual needs. When implemented effectively, this customer-centric approach builds trust, increases repeat business, and unlocks revenue.
In this article, we’ll explore why gaining a 360-degree view of your customers is essential for building genuine connections. We’ll also explain how businesses can achieve this through integrated CRM – Omnichannel Service Desk and Customer BI solutions, which provide a panoptic view of customer preferences, purchase history, and behaviour.
A 360-degree customer view represents the ultimate understanding of a customer’s journey across every touchpoint with your business. This comprehensive approach consolidates data, such as purchase history, interactions, preferences, and behavioural patterns, into a single, centralised hub. By gathering and analysing this information, businesses can anticipate customer needs, offer personalised solutions, and foster long-term loyalty. Moreover, this perspective enhances operational efficiency by streamlining processes, reducing redundancy, and empowering strategic decision-making through data-driven insights.
Ultimately, an accurate 360-degree view transforms customer interactions into a continuous relationship. From this, organisations can go from simply knowing what a customer has done, to understanding why they have done it, thereby improving engagement and satisfaction.
At the heart of any 360-degree customer view lies a robust Customer Relationship Management (CRM) system. But what exactly is CRM, and why is it indispensable for gaining this full-picture understanding?
CRM is more than just a software tool – it’s a strategy. CRM solutions gather all customer interactions with a business, from the first point of contact to their most recent purchase, allowing every department to have access to the same data. This way, marketing knows the customer’s interests, sales knows their previous transactions, and customer support understands their pain points.
Rezcomm’s CRM – Omnichannel Service Desk, for example, is an advanced CRM solution that does much more than simply store customer data. It consolidates all customer interactions across multiple touchpoints, whether through live chat, email, phone, or social media, into a centralised, secure inbox. This creates a seamless, omnichannel experience for the customer and eliminates the inefficiencies caused by scattered communication.
Smart automations further streamline communications by enabling fast responses to common customer queries while a knowledge base and FAQ interface reduce unnecessary enquiries. By consolidating customer data and using intelligent tools to manage interactions, CRM becomes the central hub for a business to gain that crucial 360-degree view.
An omnichannel service approach means that customers can move seamlessly between communication platforms, such as live chat, email, social media, or even phone support, without any loss of context or repetition.
Imagine a passenger starts an enquiry on your airport’s social media and later follows up through live chat. With Rezcomm’s CRM – Omnichannel Service Desk, your service agent already has access to the entire conversation history, regardless of the platform. This saves the passenger time and strengthens the impression that your airport truly understands their needs.
For businesses, an omnichannel CRM strategy means less time spent on re-learning customer issues and more focus on providing effective, timely solutions. The integration of team collaboration tools ensures that your internal departments work in harmony, with no gaps in communication, resulting in faster problem resolution and improved customer satisfaction.
As businesses increasingly embrace a data-driven culture, the self-service Business Intelligence (BI) trend is gaining momentum. In 2024, companies are recognising that the ability to access and understand data should not be confined to specialised IT departments. Instead, it should be available to all employees, fostering a broader data literacy across an organisation. This shift empowers teams to make informed decisions and enhances overall operational efficiency and responsiveness to market changes.
The significance of BI is underscored by the projected global investments in this area, which are set to soar to $34.3 billion by the end of 2024. This growth highlights the increasing reliance on data-driven decision-making and the strategic importance of BI in today’s competitive landscape. With the right BI tools, businesses can transform raw data into actionable insights, enabling them to anticipate customer needs and tailor their offerings accordingly.
While CRM provides the framework for storing and managing customer data, Business Intelligence (BI) elevates this data into actionable insights. BI takes the raw information gathered by a CRM – Omnichannel Service Desk, such as customer demographics, purchasing behaviour, and communication history, and analyses it to reveal trends, preferences, and potential growth opportunities.
Rezcomm’s Customer BI is a prime example of how BI can supercharge your CRM strategy. It provides in-depth insights into customer behaviour, from purchase patterns to service preferences. For example, airports using this tool can better understand passenger behaviours, such as how often they fly, what services they prefer, and which marketing campaigns resonate the most.
By integrating Customer BI with CRM, businesses not only see what their customers are doing but can also predict what they’re likely to do in the future. This predictive capability enables personalised offers, targeted marketing campaigns, and a proactive customer service approach. In essence, BI turns data into foresight, allowing businesses to act ahead of customer needs and expectations.
When CRM – Omnichannel Service Desk and BI solutions work in unison, they create a formidable force that significantly enhances customer engagement and overall business performance. While CRM systems are adept at gathering and organising customer data, BI tools specialise in interpreting this information to generate insights that inform strategic decisions.
One of the most notable benefits of this integration is the enhanced collaboration and efficiency it stimulates across departments. With Rezcomm’s CRM – Omnichannel Service Desk, customer service representatives can seamlessly share valuable insights with marketing and sales teams. This interconnectedness ensures that all departments operate on a unified understanding of customer interactions, making it easier to tailor campaigns and respond to customer needs in real time.
Together, CRM and BI empower businesses to:
By maintaining a complete view of customer interactions and preferences across all touchpoints, businesses can ensure a seamless and coherent customer experience. The synergy between CRM and BI not only builds trust with customers but also optimises operational efficiency. Teams can collaborate effectively, improving customer satisfaction, loyalty and reinforcing the business’s competitive edge.
To fully capitalise on the advantages of a 360 customer view, businesses need to take practical steps to integrate CRM and BI effectively:
Evaluate your current systems: Are your customer data management tools integrated? Or is customer data fragmented across departments?
Choose the right solutions: Invest in CRM and BI tools that work seamlessly together, ensuring a complete view of the customer journey. Rezcomm Marketplace, which combines CRM and BI, provides a comprehensive solution for businesses in the airport and aviation industry, as well as cities, municipalities and other enterprises looking to gain these insights. Download our Customer brochure to learn more.
Train your team: It’s essential that your team understands how to use these tools to enhance customer engagement. Choose a tech partner that offers on-going training to help maximise the potential of both CRM and BI.
Monitor and adapt: Regularly evaluate the success of your CRM and BI strategy, adjusting as needed to ensure your customer view remains complete and actionable.
To truly excel in today’s market, businesses must prioritise personalisation. This requires an in-depth understanding of who your customers are, their preferences, dislikes, and anticipated behaviours, which is why a 360-degree customer is essential. By leveraging CRM and BI solutions like Rezcomm Marketplace, businesses can access comprehensive insights that not only keep them competitive but also foster loyalty through tailored experiences. This approach drives revenue via repeat purchases from customers who feel recognised as individuals while enhancing operational efficiency and enabling smarter decision-making with rich customer data readily available.
Book a meeting to discover how you can harness the power of a complete customer understanding and unlock new opportunities for growth with Rezcomm Marketplace.
Spearheading technological advancement, Alwyn Joy holds the role of Chief Technical Officer at Rezcomm. An expert in areas like Legacy to Cloud Migrations, Serverless Microservices, and Real-Time BI, he excels in managing distributed teams and implementing event-driven serverless applications.