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How to Use CRM as the Foundation for Customer-Centric Digital Experiences

Updated: Sep 14, 2020

Did you know that 80% of customers say the experience a company provides is just as important as its products or services? The good news is digital leaders are investing in better experiences. But where can those leaders find the data required to increase personalization and reduce friction across engagement channels?

End disconnected experiences

Your customers want seamless experiences across every touchpoint where they engage with your brand. But too often, they’ll get one experience in an email, a different one on mobile, and yet another on a website. Service interactions feel different than commerce, which feels different than marketing. Viewed separately, each experience might be okay, but moving between them feels disjointed. It can seem like you’re interacting with different companies.

So, how can digital leaders like you engage customers across channels in ways that remove confusion and friction? A digital experience platform (DXP) intends to do exactly that.

A DXP creates integrated digital experiences like websites, portals, and mobile apps that include marketing, commerce, and service content, along with other related processes.

Yet a DXP is only as good as the data you have. And you probably already have all the data you need. Look to your CRM. It’s the best customer data available, and you can use it as the foundation for much more than great service or sales experiences when coupled with a DXP.

Having a DXP connected to your CRM data gives you three major advantages

1. A reliable source of customer data across experiences

The data that originates from your CRM comes from a source of truth that is already customer-centric. This means you can be confident that the customer information directing your work is the same across all digital touchpoints. And a CRM-based view of the customer means that their information and preference will follow wherever and whenever they engage with your brand.

2. Consistency across touchpoints

As customers move between your website, mobile, and other digital touchpoints, you can provide a seamless experience. But that means service agents themselves won’t have any insight into what happens across channels. Working together, a DXP and CRM can make every aspect of experiences – branding, content, data, and products – consistent.

3. Personalized experiences and content

Content is the conversation you have with customers. That’s why a DXP encompasses content management. So linking CRM and a DXP helps deliver the right content to the right customer at the right time. That’s true whether the content is an FAQ for a recently purchased product or a blog post about a product launch. Matching customers to relevant content increases engagement, conversations, and loyalty.

This blog post is an adaption of an article by Salesforce. To read the original article, click here.


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