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// PREDICTIVE INTELLIGENCE //
Driving change :
THE SHIFT FROM CRM TO CX
Customers demand more from brands than ever before . Businesses need to provide a unified experience across all engagements , starting from the very first time an individual encounters a brand . Suvish Viswanathan , Senior Evangelist for Zoho Europe , explains how prioritising personalisation is vital to meet the developing expectations .
ELIVERING HIGH QUALITY
D customer experience ( CX ) is a major priority for businesses in recent years , as global online competition has become fiercer and customer demand has shifted . In this climate , technology has become centre stage as an essential tool in delivering high quality experiences that excite existing and prospective customers and deliver real value to the bottom line .
Recent shifts include Customer Relationship Management ( CRM ) systems expanding to a customer experience ( CX ) platform , encompassing more than just managing interactions , but instead focusing on how a customer feels about a brand over time and having their voice / feedback as a driver to change . It involves providing a unified experience across all engagements and departments , starting from an individual ’ s very first encounter with a brand or business .
Recent research from PwC found that 31 % of CMOs are finding changing consumer expectations or preferences as a key issue while 37 % cited meeting expectations is a top three business priority .
The shift to CX
The pandemic accelerated the focus on CX , forcing businesses to provide selfservice options for customers , meaning increasing their investment into their selfservice stack . This shift also highlighted the key role technology will play in providing enhanced experiences .
As customer demands rapidly evolve , prioritising personalisation is vital to meet the developing expectations and such technology has become a primary consideration in strategic planning .
As a recent study by Zoho Corporation highlights , 71 % of business leaders find retaining customers challenging , meaning a revised approach to customer experience is needed by many organisations hoping to succeed .
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THIS SHIFT ALSO HIGHLIGHTED THE KEY ROLE TECHNOLOGY WILL PLAY IN PROVIDING ENHANCED EXPERIENCES .
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