Internet Special report - A 360 Degree View of Your Customer (
Not only is the single-threaded conversation a foundation, it is also a crucial integration point that tightly binds campaign management to other systems within the company. With real-time capabilities, a company can measure the effectiveness of marketing campaigns in order to respond to market conditions and change them accordingly.
E-service Portals Provide All the Information a Customer Needs and Wants. Finally, a customer interface known as an e-service portal presents a self-service, "single face" to customers. For example, if a customer logs onto eddiebauer.com, she could look up the status of her order. It can be customized to provide all of the information, history and knowledge that customers need for informed purchase decisions, convenient account management, and superior customer service and support. This customized content drives repeat visits and greater product exposure. Direct marketers can use the e-service portal to cross-sell additional products—leveraging a complete understanding of customers' buying histories, preferences and interests as well as their projected purchases.
All of your systems should integrate smoothly so that they feel like a single system to the outside world. That seamless integration needs to be conducted through all communication channels, as well as through an outbound e-mail campaign management system and an e-service portal. When a system integrates properly to build that all-important 360-degree view of each customer, service is improved, loyalty is increased and bottom-line results are boosted.
Steve Robins is director of product and services marketing at Servicesoft Inc., a leading developer of intelligent e-service solutions soon to merge with Broadbase. Reach him at firstname.lastname@example.org.