Customers should be central business focus
Businesses can no longer afford to ignore their customers and should instead focus on delivering the most positive experience possible, the latest research suggests. Findings from the International Data Corporation (IDC) shows that experience looks set to become the number one customer-related priority for companies throughout the Asia-Pacific region.
Senior Program Manager for Big Data, Analytics, Enterprise Applications and Social Lead at the IDC in the Asia-Pacific region Daniel-Zoe Jimenez suggested that it’s time for businesses to stand apart from the crowd.
“Today, being first to market, having the lowest price, or being the best does not necessarily help,” Mr Jimenez noted.
“Businesses need to be agile and give customers what they want 24/7. Customers may buy your products or services, but what keeps them coming back is the experience.”
Gartner research has also confirmed the increasingly important role that customer satisfaction is playing in business success. It found that a growing number of marketing departments are using analytics as a means of interacting with their customers, but it pays to make sure it’s being done correctly.
Companies need to pay close attention to opportunities where they can capture user data. This could emerge from any number of sources, ranging from information relating to customer purchases, right through to comments they make on social media.
The IDC suggested that one of the biggest challenges facing businesses is “growing data silos”, which Mr Jimenez said is preventing them from being able to get to know their customers more extensively.
Findings showed that chief marketing officers are focusing on three major key performance indicators over the course of this year to stand apart from the crowd. These are using technologies that help gain a competitive edge, using a multi-channel environment and using marketing automation and productivity solutions.
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