Is incomplete data creating terrible engagement strategies? Possibly
March 30, 2023
The possibilities and capabilities for your customer teams are at an all time high. Enterprise organizations have their pick from thousands of tools with increasingly sophisticated features. Any engagement strategy your team can dream, they can do.
But we’re now seeing how endless choices can lead to a worse experience for customers and prospects rather than improving it. The root of the problem, often, is the data that the engagement strategies are built on. Without access to accurate, granular data from all engagement activities, it’s easy to miss things that make your customers and prospects frustrated, bored, or confused.
How do you know if your enterprise falls into this category? And what can be done about it? Let us explain.
Think quality over quantity in customer experience
Charting the path to reaching a revenue goal looks similar in most enterprises. Leadership decides a target revenue number and sales teams work backwards from there. Based on the goal, they can use data from previous years to guess with reasonable confidence how many phone calls, emails, and meetings it would take to get there. Most organizations will add a cushion to those numbers to ensure success.
The problem, as you might have guessed, is this formula does not account for the potential customers on the other side. The data most organizations have to leverage doesn’t provide enough information to make dynamic strategies based on where the potential customer is at the moment of that phone call, email, or demo.
Number of outreach emails sent, for example, does not give context for how much the potential customer engaged with your company before talking to your sales reps. It does not account for how much work went into getting that person’s contact information. Similarly, there’s no insight into the experience of your potential customer. Would you need to send fewer emails if the content was different? What if the target audience changed? What if you called instead?
Customers are evaluating how you engage with them all the time, including before they buy your product. A small uptick in emails and calls from your sales reps alone may not sound like too much. But consider the same small increase from your customer success team, your marketing team, product team, and executives. It becomes overwhelming (or worse, annoying) very quickly.
Comprehensive data needs to be agnostic to your tools
The solution for ensuring you meet your revenue goals without damaging your customer experience is to prioritize a gold standard for your data. Your sales reps need to understand what everyone else in the organization is doing that could impact the customer experience, and how that impacts their strategies.
To see that kind of data, you could pull reports from each of your solutions to create a manual, comprehensive report. But that isn’t sustainable or realistic. There are too many opportunities for errors, it takes too much time, and as soon as the reports are pulled, the data is already out of date.
Instead, you need a tool that can do that for you, while also providing intelligent insights that will streamline your efforts and make you more productive. Retain.ai integrates into all your workplace applications to pull up-to-the-minute data and organize it into easily digestible dashboards for everyone on your team. After implementing Retain.ai, your team can build customer experiences that understand where each individual is at in their journey. You can standardize best practices, and ensure that each person is working on the most valuable activities throughout their day.