Information Management Blog

The AIIM Blog

Keep your finger on the pulse of Intelligent Information Management with industry news, trends, and best practices.

Erin McCart

Erin McCart is the Sr. Product Manager for the content services and eDeliveryNow® platform products at Crawford Technologies. He has 25 years of product management and marketing experience in the software industry and content management market.

Blog Feature

CRM  |  Intelligent Information Management (IIM)

Five Tips to Leverage Information for Better Customer Experience

Twenty years ago, the average consumer used two touchpoints when buying an item, and only 7% regularly used more than four. Today consumers use an average of almost six touchpoints, with nearly 50% regularly using more than four. (Marketing Week) And that’s not including the after purchase touchpoints including, invoicing, billing, shipping, service and support, and feedback. With constantly changing customer experience expectations, it is necessary to put customers at the center of a multichannel strategy rather than letting each line of business (LOB) in an organization decide the communication touchpoint and channel. In fact, 86% of buyers are willing to pay more for a great, holistic customer experience, and the more expensive the item, the more they are willing to pay. (PwC) The opposite is also true. In another survey of 15,000 consumers, it was found that 1 in 3 customers will leave a brand they love after just one bad experience, while 93% would completely abandon a company after two or three negative interactions. (PwC)

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