Data is everywhere. What if there was a way to harness it and almost instantly predict a richer and more current view of customer needs and wants, and therefore drive true customer experience?
And we know in no uncertain terms, how data analytics enables targeted service, sales and marketing activities in any enterprise.
Selling has never been easier and more precisely targeted thanks to analytics. It starts with taking hundreds or even thousands of seemingly random or incomprehensible data points and turning them into valuable information. Discovering patterns through data mining is a great way for us to leverage information, helping us to tap into user behavior; understand their wants and needs and determine ways we can help achieve their businesses requirements.
Companies today can no longer rely solely on traditional sales tactics and good relationships. They must supplement the process with analytics to retain their competitive edge and deliver an end-to-end solution more efficiently. Ironically, the addition of automation and analytics can change customer relationships for the better by creating greater personalization and making the selling process more efficient. The Mirror Sales Analogy is a good way to understand how science and art come together in sales.
We are not done with single view of the customer, and providing relevant stakeholders with the same view of account data
What makes it relevant is delivering the right marketing messages to the right customer through the right channel and device, at the right time. It all starts with:
- Driving accountability by empowering sales reps with timely insights needed to create and guide sales conversations for each target account.
- Providing easy to access single screen view that can support optimizing the customer service experience by delivering timely support to resolve issues with minimal client effort
In today’s networking world, it is difficult to identify new leads on a timely basis without using some sort of data management system. By taking an in-depth look at customers’ Installed Base data and combined that with usage information, you can see which products are currently installed and which features are adopted on their network. Taking this a step further, you can then find out products approaching End of Life or Last Day of Support thus endangering security policies, or lagging behind on mobility based applications . Such combined views of unstructured data profiles that overlay traditional structured data gives you valuable insights to plan and qualify all potential leads and rank opportunities. Once qualified, you can confidently reach out to customers and engage in a more meaningful success conversation with the knowledge of customer’s infrastructure. Such an approach will allow a business outcomes driven conversation rather than the traditional sales process where it’s a box with a service bill of material. Adding analytics insights creates a true consultation, where you effectively become a value-added participant in solving your customer’s problems.
With enough data, your analytic scry ball can point you toward more and more answers:
- What products to offer a specific customer.
- If there are similar customers, how do they compare.
- Benchmark their competetion.
- The potential revenue impact of a deal.
- If there are any products that can be added to grow the deal.
The list goes on and on. As you can see just from one instance, correlating the amount of information you now have and the amount of data you just collected continually enhances customer understanding over time. Data is King – and Queen.
Companies like Amazon, Walmart, Best Buy and just about every online and offline retailer realize how important analytics are to their sales. Not only does it grow their top line, but it also offers a better experience for their customers; making sure they have all of their needs met when buying a product.
For example, someone who is looking to buy a new television will rely heavily on customer reviews to narrow down their prospective choices. Once found and committed, “Customers who bought X also bought Y.” Here is the “up-sell” point where HDMI and other cables, DVD/Blu-ray players, surround sound systems, and other connected devices can be offered. There is nothing worse than getting a new product and not having all of the necessary components to get if fully operational.
In short, the more data you can collect about your audience, the better you can understand their needs. With one last shake of the scry ball, are analytics in digital selling here to stay?
Without a doubt..Yes!