A Holistic Approach to Improve Customer Experience

By CIOReview | Tuesday, February 5, 2019

Understanding a prospective customer is vital. An organization has to meet their future and current customer expectations by uncovering the broader insights. Pain points such as the solution they are looking for, the urgency of the solution, and what may have triggered that need has to be determined by the company. A 360-degree approach is ideal in such scenarios. To comprehend the function of customer accounts, an organization has to understand the interest areas of customers and the challenges faced by them. With such insights, a team can find ways to eliminate friction and prevent themselves from missing opportunities. Here is how a 360-degree approach can help an organization:   

How Accounts should be Handled

A marketing campaign based on a target account has a narrow view. It fails to understand the actual needs of customers and the company loses their business. For example, if a nutritionist fails to provide a meal plan according to a patients’ needs and provides a highly allergic meal plan to the patient instead. Patient cannot follow the diet plan.  Similarly, if a company doesn’t understand a customer’s needs, they will lose business. Hence, it is crucial for a company to understand how their customers function and adopt a 360-degree view of their accounts. 

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A 360-Degree Approach

A 360-degree approach revolves around a three-pronged approach of FIT, Intent, and Engagement. Fit refers to the account that fits the ideal customer profile (ICP), Intent means knowing about the accounts that are actively researching and buying to prioritize these accounts. If a company follows a FIT approach, then they might have created an ICP and created a target account list based on it. However, it leaves intent and engagement behind. Intent means identifying the intent signals that the accounts are providing for the sales team to place them in the sales funnel. Engagement means the way an account is interacting with the brand both online and offline. This engagement adds to the 360-degree view of the account by revealing what the account is interested in. 

Leveraging the 360-Degree Approach

Implementing the 360-degree view seems complicated, but an organization already has all the data it needs. The organization has to organize it, pooling it in one central hub for all the teams such as marketing, sales, customer success to access it. It helps to build a deeper relationship with the customer.  The practical approach towards a 360-degree approach is leveraging the data from CRM, predictive or listening platforms, and marketing automation platforms. This data helps teams make informed decisions.