In the pursuit of optimal service, there are few assets your business has as valuable as your customer information. Leveraging that data efficiently is critical to most business interactions, so it must be made accessible to customer-facing members of your organisation through intuitive, user-friendly systems.
Having data located in different internal systems can inhibit your ability to retrieve and utilise customer information. A traditional data search platform involves entering customer details into a screen, waiting to see what information is returned and then possibly repeating the process if that search doesn’t yield the correct result.
Building a singular, real-time view of your customers is an important step towards delivering a better service. Offering greater productivity and accuracy during interactions, with a lower impact on IT resources, Mastersoft’s Single Customer View (SCV) allows you to gain instant vision over all information you might require.
The shortcomings of traditional systems
Consider a situation where an organisation has customer data associated with a number of different products or services. Each of those departments across the business stores information on their own database, or in siloed sections of the overall IT architecture.
There are obvious efficiencies associated with having all of that data easily visible through one complete system. The issue, however, is that building such a comprehensive database in advance – one that locates and synchronises customer information between all systems – can be cost-prohibitive. It’s difficult to make the business case for a solution that requires such expensive architecture.
— Marketing Week Mag (@MarketingWeekEd) September 4, 2016
On the other hand, staying with a disparate data storage system can place pressure on IT systems, particularly in organisations where many customer service representatives may be accessing and searching the database at once.
A better path to data management
The key to SCV is not to centralise all of the customer information into a single repository, but to provide a rapid method of indexing that information – wherever it resides – and making it available through an interactive search. Data migration is time-consuming and expensive, but implementing an up-to-date customer index means users don’t need to access a database until they know precisely the information they’re looking for.
Salesforce’s 2016 State of Marketing Report notes that top-performing organisations are those that endeavour to gather all customer touchpoints into a single, seamless experience. Searching a system with SCV provides a virtual view of customers, constructed in real time as the query is entered.
Users don’t need to access the database until they know precisely the information they’re looking for.
Any new data additions associated with a given customer will be tagged and added to the index within minutes, so users always have access to accurate, reliable customer data. The same addition to a system requiring heavier data migration could take as much as a day, depending on how the architecture refreshes itself.
Efficiency, accuracy and reduced IT impact
Everyone has had a frustrating call centre experience where there are silences and delays while the customer representative is searching for your information. Very rarely is the frustration the fault of the customer representative, however – they’re simply working with inefficient search systems.
— Customer Growth (@strikedeck) September 7, 2016
SCV prompts the operator to select the right information themselves rather than presenting them with an inarguable option. Through the intuitive drop-down menu, it’s possible to preview the data before selecting it, eliminating the chances of incorrect retrieval.
Accessing the index is a small pulse of information, rather than the resource-heavy action of going directly to the database every time. The impact on the IT system is therefore minimised, making for a smoother process for all users.
The potential to shave 30 seconds or more off each call is a significant productivity boost, meaning your operators can assist more customers in a day, and ensure those valuable interactions are as streamlined as possible.