Choosing the right apps to run a business can be a challenging task, especially if a brand feels pressurized by a vendor to go all-in on their platform and abandon all others. Working with platform-agnostic vendors is a better idea since it allows them to create a customized technology stack that can adapt to their changing needs.
When it comes to providing a tailored, relevant customer experience, expectations have never been higher. Both business buyers and consumers demand every encounter to be tailored to their individual needs with a human touch—all while being delivered quickly over digital channels.
However, even for businesses with apparently boundless resources, achieving these aspirations for a seamless 1:1 omnichannel experience can be incredibly difficult. With so many business applications available, choosing which one to employ for which purpose is only the beginning. If businesses make poor decisions, they risk becoming trapped in siloed solutions that don’t communicate with one another, making it practically hard to deliver the personalized, seamless experience consumers expect at scale. The intricacies of disconnected applications create unnecessary bottlenecks that can stifle business growth, regardless of the size of the company or budget.
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Building a completely integrated tech stack that combines best-in-class tools with a single unified data model and automation platform instead delivers a sophisticated, seamless, and most importantly, easy-to-manage approach to delivering great 1:1 customer experience (CX) at scale. Here are five ways that integrating a tech stack with apps that businesses already use can help them grow faster.
Bring sales and marketing together
Understanding individuals needs of customers and prospects and offering information that speaks directly to those needs across the most relevant touch points is essential to providing a great end-to-end CX. When working with disparate platforms, however, getting sales and marketing aligned on exactly what consumers need—and providing it seamlessly—can be tough.
Integrating a sales and marketing tool with the CRM, however, ensures that sales and marketing are on the same page. They can quickly send contacts and leads between the two platforms thanks to the seamless connectivity, which allows for faster lead gathering, qualifying, and scoring. They can then automate what happens next to nurture and move leads down the funnel by tying it into customer experience automation (CXA) engine.
Align business tasks with the needs of the customers
It is vital for organizations to provide what customers require in a timely manner once they have determined what they require. It necessitates thorough process, project, and task management to ensure that nothing is overlooked. They risk missing out on key opportunities if they don’t.
Leaders can break down projects into smaller tasks, assign tasks, and trigger automatic task creation or completion for the entire team by combining task and project management tools. This seamless integration ensures that all steps are completed, freeing up staff time to focus on more critical, customer-focused task rather than toiling through a time-consuming procedure.
At each touch point create a 1:1 experience
Every encounter with customers, whether via email, SMS, social media, or website gives vital information about what they want. With a unified data model, organizations can obtain insights throughout the whole customer experience by analyzing those behaviours and merging that information with data already in the CRM. They can then provide the personalized service that matches their expectations through their preferred channels, based on that knowledge.
Automate operations to boost productivity
Efficiency is the name of the game when it comes to scaling up, for both customers and the team. As the company grows, they will need to implement automated, digital solutions to handle the increased volume and velocity of transactions and processes.
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Apart from the obvious e-commerce and payment integration, businesses can also use lead generation tools like survey and form apps, as well as document and signature solutions, depending on their needs. Brands can save time on data entry, errors, and duplication by connecting all of these solutions to a single, centralized CXA database, and customers can experience less friction.
Internal admin tasks should be streamlined to increase productivity
Of course, speeding up customer-facing operations should be a major priority, but internal processes also need to be prioritized. When the team is swamped with time-consuming administrative responsibilities, their creativity and enthusiasm for mission-critical CX work is sapped.
Implementing reporting and analytics solutions enables teams to track marketing campaign results across channels more efficiently, evaluate progress, and capitalize on data insights.
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