In April, I posted a blog about the difficulties that sales, marketing, and customer care leaders face in obtaining a truly comprehensive view of customers. This view includes the full stream of transactions that a customer has had with a company, the most recent touchpoints she used to interact with the company, feedback she shared about her experiences in social media or in the contact center, etc. Without question, a big part of this disconnect is the result of the customer data silos that exist in each of these functional areas and the lack of integration between these customer data sets. While this is hardly a shocking revelation, it's dismaying how little progress has been made on this front.It's also not terribly surprising, given the silos that continue to exist within individual departments. For instance, within marketing itself, fewer than one in twenty marketers report having a fully-integrated technology stack, according to a study by Signal.
There are multiple benefits that sales, marketing, and customer care teams can derive from having access to a full range of customer data that's housed across different departments. For instance, having a more complete picture about each customer, including information about a customer's entire transaction history along with the most recent touchpoints a customer has used for support, can enable marketers to send a customer more relevant messaging. Salespeople can gain greater insights about where a customer might be in the pipeline and the most effective way to approach that customer based on everything that's known about her. Meanwhile, customer care associates can be equipped to provide more intelligent support based on deeper knowledge about a customer's product and support history with the company.
One company that's helping to address these issues is Pegasystems. Last week, Pegasystems announced that it has extended its Customer Decision Hub across its full suite of CRM applications, including Pega Marketing, Pega Sales Automation, and Pega Customer Service. With Pega's CRM applications, decision-makers can analyze customer data in real-time across marketing, sales, and customer care and receive suggestions on the best possible action to take with a customer at any point during the customer's journey.
"With the size of the organizations that we deal with, these silos are still pretty common," says Don Schuerman, CTO & vice president of product marketing at Pegasystems.
Another benefit to assimilating customer data from across the enterprise is the ability for each customer-facing function to know what the other is doing. Pegasystems has worked with one telecommunications company where the integration that's occurred between sales, marketing, and customer care is enabling its customers to receive consistent experiences across each of the functional areas and touchpoints that they use, says Schuerman.