It's a wonderful feeling: that last click of the mouse confirming your plane trip to New York. After a few days of looking and comparing on the Internet, you have decided to do it: vacation in "the city that never sleeps"! Within seconds, the e-tickets are already in your inbox. Yes!
The next morning you sit down at your laptop and surf to your inbox. Five unread messages. "Book your trip to New York now!" you read in the subject line of the first email. "Holiday in Chicago! another calls out to you. 'Now the cheapest tickets to The Big Apple,' reports the next.
"Unbelievable" you mutter. Annoyed, you delete these unwanted and purposeless emails. And while you search the Internet for places to see in New York, ads about cheap flights keep vying for your attention. By the way, from the same organization with which you booked your flight yesterday!
Obstacle to a successful marketing policy
Nonsense, indeed. Funnily enough, this is the daily practice at many companies when it comes to marketing and communications. Research by 2bMore shows that at many companies customer data from different departments are not integrated with each other.People and systems work alongside each other. Customer history - what choice did the customer make last time? - is not logged. And data has to be entered repeatedly. Now this should be doable for an airline ticket site with a few tens of thousands of orders per year, but how does an organization with hundreds of thousands of relationships handle this? Fragmented customer systems, also known as data silos, are the biggest obstacle to a successful marketing policy. They lead to miscommunications, irritations and worse business results.
Loose control of triggers, actions and campaign flows
Customers expect a supplier to know who they are, what they want and what information they are waiting for. But it's still a bridge too far for many companies to do data-driven 1-to-1 marketing. They do not have a single customer view because customer information is stored in data silos that are not centrally available. Moreover, dynamic data is often not available in real time to respond immediately to a customer or prospect's current situation.It is a major challenge to integrate the dynamic online world of click and surf behavior with the more static relationship data in offline sources. Many organizations are unable to provide the right content within the right context to customers. Sometimes there is nurture flows, profiling and behavioral targeting, but these are not linked to, for example, transaction data, crm contact data or call center data.
Very often no complete and up-to-date customer view
About 47 percent of companies have no or a very limited customer view. Employees have to bring together information from different systems and sources to get the picture complete. In addition, customer data ages quickly. Especially if they also have to be processed into usable information. Only 2 percent have a complete and up-to-date customer view with information that is available in real time.
The success factors are formed by
