Business Intelligence Lowdown: Accurate and Real-Time Information

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December 20, 2005

Accurate and Real-Time Information - Top Customer Priority

There are different levels of complexity as far as personalization is concerned. Personalisation in the B2B business would mean personalising everything. It is important that personalised data should be correct, and also available across channels - since the customer may choose any channel of communication. This data also needs to be correctly updated across channels. Especially important to the customer is live data such as the status of an airline ticket reservation. This kind of data is often not available in real time and the customer is told that the data is not available at the moment. This does not enhance the image of the company in the customer's eyes. It is therefore important that all systems and data are available at any time to the front-end ‘touchpoint’, irrespective of whether it’s a WAP phone, call centre or website. Customers want the right information straight away. They also want to be able to do business using whichever means they prefer. Also, customers expect the customer service staff to know what they need to know. Customers do not necessarily want a ‘relationship’ with most businesses they deal with. They also do not want irrelevant offers and inapplicable junk mail. Customers do not appreciate having to give the same information twice, and to have to correct a sales or customer service person. CRM Today reports:

This ability to personalise all channels is being dubbed ICRM (Interactive Customer Relationship Management) by various commentators, and also includes features like accurate "smart" databases that suggest answers to frequently asked questions, tools that facilitate good response time to customer queries and the ability to interact smoothly (as though in person - e.g. voice-over-IP in addition to chat). ICRM also covers software which pre-emptively examines a web-users ‘cookies’ – information about web habits and interests – to predict personal traits and preferences.

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December 20, 2005 in CRM | Permalink