7 min read

A Single Source of Truth is Essential

As the marketing tech landscape becomes increasingly broad and complex, many organizations are frustrated by operational “silos,” especially when it comes to improving the customer experience.  

  • Customer-facing reps complain about having to look in numerous places for a complete customer profile. 
  • Management struggles to visualize and integrate the customer experience across departments. 
  • The customers themselves become frustrated with simple mistakes, long wait times, and having to input the same information repeatedly.  

Such fail-points lead to a disappointing customer experience and can severely affect retention and revenue. 

These issues are often caused when the various teams and departments at an organization are using disconnected systems and aren’t collaborating well. They lack a single source of truth that could provide a clear profile of customers and how best to serve them. By integrating data and customer engagement practices across channels, organizations can eliminate the friction between various touchpoints. 

The reality is that people are flooded with options for any tool they want. Even more, switching to a new vendor often involves a heavy investment to win support, relearn tools and processes, and ensure compatibility with their existing environment, among other things. The result is that the most successful vendors offer exceptional service and support, differentiating themselves by delivering a personalized, seamless customer experience at every touchpoint. 

To join the top-tier experience providers, organizations need to remove the disconnect between their perception of their brand and a customer’s. In other words, they need to see and experience their company through their customer’s eyes. 

How a Connected CRM can help you manage the customer lifecycle 

To create a seamless customer experience, organizations require a customer lifecycle management strategy, cross-team collaboration, and processes to ensure consistency across teams. These are supported by technology that can 

  • Integrate systems and manage data 
  • Automate actions at each stage, and  
  • Enable team members to access the information they need most. 

A CRM serves as the central hub to provide this support by design. It will allow you to deliver a singular customer experience by unifying the various efforts across marketing, sales, support, and operational teams. You will have visibility into how the customer has interacted with your organization and the challenges they are facing so you can anticipate their needs and provide personalized solutions. 

With an integrated CRM serving as your single source of truth, the customer experience remains exceptional throughout the customer lifecycle to maximize customer loyalty. 

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