But, for those who decide to venture on, what is available to manage the risk and produce a truly leading customer experience?
For this you need a connected business approach which integrates your ecosystem into one unified platform, creating a single, unified view over all your customers.
This allows you a full end-to-end perspective of your customer interaction points, both at an organisational level and with each product and service you offer. Allowing you to drill down and analyse the details of purchase insights, event statistics, campaign results and much more. In the past few years platform providers have come to realise this need, releasing products to help support you in delivering on customer success. These have included features that can analyse each of the individual channels your customers are using to reach out to your organisation, to artificial intelligence that can uncover your customers on commercial and emotional levels to predict their future buying behaviours.
At KPMG, we partner with platform providers to provide accelerated results and deliver value. Recently becoming part of our alliances network, Salesforce have released the next generation of this solution, called Customer 360. You can read more about the solution here.
Crucially, an integrated and connected approach to your customers is not just about technology or systems. It requires a culture of customer-centricity throughout an organisation. Through this approach, organisations can track structured and unstructured data benefitting everyone, from marketing to sales to customer service - to capture, analyse and respond to your customers’ needs.
Find out more about out Powered Customer approach