Data mapping

Are your systems holding you back from communicating with your customers?

Have you ever wonder what’s holding you back from effectively communicating with your customers across channels?

In one word, silos.

Silos just make it too difficult to deliver seamless and unified customer communications across channels, because of:
  • fragmented customer-facing departments and information
  • inflexible old or new systems that don’t communicate with each other effectively
  • slow and error-prone manual processes that eat up time and cause frustration

Let’s focus on the systems.

Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Financial and Accounting, Lead Generation, you name it; all these systems take part in the customer journey. Great customer communications management requires these systems to collaborate with each other; they need to communicate effectively and allow information to be quickly shared. If not, then delivering consistent, personalized and real-time communication across channels will simply be a daunting task.

The crucial question then is: “How well can you communicate using your enterprise systems?”

In OL’s own research, only a third of organizations (32%) find that information from different systems is combined and actioned to a very large or extremely large extent. This is a sign of poor integration or communication between systems and poses a great limitation to half of organizations (52%) we asked. The result is that information – a key performance enabler- sits in silos, making it difficult and time-consuming to access, combine across enterprise systems and action on demand.

This means that data, big or small, becomes useless, and valuable time and money is lost in the process. Aberdeen’s research for example, shows that 14% of an average employee’s time is spent looking for customer information across systems in order to personalize their conversations.

According to Aberdeen, organizations that seamlessly integrate data across enterprise systems, in order to build a foundation for consistent customer interactions, enjoy multiple benefits compared to their peers:

  • 88% greater year-over-year increase in annual revenue
    (14.8% vs 7.8%)
  • greater year-over-year improvements in customer care costs
    (12.1% vs 1.3%)
  • greater year-over-year increase in cross-sell and up-sell revenue (20.5% vs 6.3%)
Top performing organizations have understood the importance of systems, and thus information integration, and are 79% more likely to have integrated two core enterprise systems, ERP and CRM.

This integration enables them to access customer data from different departments within the organization.

So many departments directly communicate with customers, Sales, Marketing, Support, Customer care and so on, (each employing their own system and internal processes); it’s easy to see what a difference effective system communication makes.

An invoice, for example, may draw data from the central ERP system and communication preferences from CRM, but be drafted up using a financial system. Unless these systems communicate effectively, creating an invoice can be a time-consuming, error-prone process that will probably fail to achieve the ultimate goal: successfully engage customers with a personalized message in a consistent manner.

And you, do you want to finally bridge the gap between your systems?

Objectif Lune can help you achieve your goal by easily improving your customer communications!