Having a Customer-First Approach, Everytime

Having a Customer-First Approach, Everytime

Customer Engagement as an Art

The art of impressing the buyer has evolved over time. Today, cognitive technologies like Intelligent Process Automation have raised the customer engagement game several notches up with real-time buyer insights and indulgence. With accurate buyer analysis from captured transactional data and instant re-engagement, making customers happy has never been this easy.

Customer-centricity is as old as trade itself. Impressing the buyer is a subject that has graced textbooks, marketing studies, and boardroom discussions — companies dwell upon getting it right when it comes to securing the buyer’s attention. And yet, somehow, most businesses miss the mark and land up in the same place or worse. That’s because engaging the customer is an art, not a business.

Customer Engagement as an Art

You need to cultivate a relationship with your customer, not just contact him/her for business. Management theories and case studies on this subject have been plenty, and still, one can conclude that each one is unique to that particular case or scenario, because at the elemental level, each customer is unique. So, what you need to do is figure out who your customer is and cater to him/her accordingly. In marketing lingo, it means documenting your buyer personas.

Documenting your Buyer Personas

The personas should detail key traits of your buyer as well as the particular consumer segment your buyer belongs to. How to achieve this? Data. Data is at the core of accurate customer engagement and success. Of course, the resources to obtain this data are many.

“...Customer-centricity is as old as trade itself. Impressing the buyer is a subject that has graced textbooks, marketing studies, and boardroom discussions — companies dwell upon getting it right when it comes to securing the buyer’s attention. And yet, somehow, most businesses miss the mark and land up in the same place or worse. That’s because engaging the customer is an art, not a business…”

Companies, especially large organizations, have the financial leverage to invest in complex data mining and business intelligence tools. But data can be sourced from anywhere — a simple sales order transaction should give you information on the buyer and help trace his/her preferences and buying power for repeat engagement.

Know your Buyer using IPA

Customer Engagement as an Art

Technology has come a long way in helping businesses gauge customer insights and behavior, and deliver accordingly. If you are unsure of investing in complex technology and do not need a whole lot of data mining and metrics to engage your buyer, there are other options. Intelligent Process Automation (IPA) is an affordable transformative solution that is useful in streamlining end-to-end processes. IPA uses digital transformation technologies such as AI and Machine Learning, which help capture transactional and consumer data. Connect your IPA to any business application such as CRM or ECM, and what you have is a tabulated record of all business engagement you have had with your customers over a period of time.

This is all you need to map your customer behavior for say,

  • Buying frequency
  • Buying capacity
  • Demographic Authority — whether your customer comes from a popular consumer demographic
  • Competition — whether it is worth engaging in that demographic if competition from other firms is high

With new IPA solutions using increasingly powerful intelligent data capture technology for extracting consumer data from sales orders and invoices, all your company needs to do is decide on the next big action plan to engage happy customers. Data will show you the way.

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