The Three C’s: Customer Experience, CRM, & Clicktools
We are often asked if Clicktools falls into the CRM category or is a customer experience application. The answer is that it is both; it is an essential link between customer experience and CRM. Together, these three C’s comprise the formula for loyal, happy customers – and as a result, a thriving business for you.
Let’s look at each of the three C’s individually to understand how, ultimately, they work together.
C1: Customer Experience
A great customer experience has a number of characteristics. Among them, it must be:
- Personalized to the individual
- Addressing specific needs of that customer
- Delivered across the channel(s) of the customer’s choosing
- Communicated with empathy and appropriate emotion
C2: CRM System
This degree of context is only possible if the company has access to a rich, single view of the customer, available to all who interact with the customer. That is where CRM systems come into play. Once the preserve of sales contact data, modern CRM systems have evolved to address the complete customer lifecycle, embracing the acquisition, servicing, and on-going nurturing of customers. The best are the single repository of all customer information, including:
- Customer interests
- Demographic data
- Campaign response
- Servicing/support requests
Keeping this information up-to-date is where Clicktools comes into play. Whether it is through surveys, web forms, landing pages, or call scripts, Clicktools provides the fuel that powers CRM in enabling a great customer experience.
This information-focused view is not to ignore the absolutely essential role that culture, leadership, and people play in delivering great customer experiences. But without the right information, even the most dedicated people are unable to meet the needs of increasingly demanding customers.
For ideas on how to do more with your three C’s, take a look at our Marketing, Sales, and Support Toolboxes. They provide examples of how to collect, centralize, and act on customer information across the entire lifecycle.