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)
I've been working on a project over the past few weeks focused on the role that content plays in core business processes, specifically Human Resources (HR), Customer Relationship Management (CRM), and Enterprise Resource Planning (ERP).
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Every organization wants to increase agility and productivity by extracting maximum value from its processes and content. Organizations need to bridge the silos created by disparate lead applications to seamlessly pull structured and unstructured information together and present the whole story to the customer relationship management (CRM) users who need it. Easy access to documents and content is a key requirement in fully leveraging a CRM system. 95% of CRM users want easy access to the latest version of their files and documents, and 55% of CRM customers see “ease of use” as the most important feature.