How to win more deals with Customer 360

Sasha is on her weekly grocery run. There’s a parking spot with her name on it right near the store door. Even before she walks into the store, they’ve already picked out what she needs. She just asks her helper to add and remove a couple of items, and she just sails through the whole buying process. In short, that’s Customer 360 for you. 

Now let’s compare this with what happens in the sales and marketing journey. 

With a Customer 360 view, you know what customers like Sasha want even before they decide to walk into your store and initiate a buying conversation. 

You know what pages they visited, what case studies they looked at, what ebooks they downloaded, and more, courtesy of Customer 360. What exactly is this Customer 360 and how can you weave that into your sales process? Read this blog to dive deeper. 

Why you need Customer 360 for your business

With Customer 360, you can get an in-depth context of your customers within the CRM. You can easily surface important information related to contacts, accounts, deals, and more.

A Customer 360 view can help your sales, marketing and support teams paint a comprehensive picture of your prospect and helps them understand prospects better. By doing so, it can help you achieve these solid outcomes:

Increase your conversion rate 

A McKinsey report found that seven out of ten customers expected personalized buying experiences, ensuring higher conversion rates. 

For instance, personalization ensures a 10-15% boost in sales conversion rates in the retail segment. 

A Customer 360 view can help you deliver contextual experiences that delight customers at every step of the journey.  It will help you tailor content to a particular prospect and deliver a personalized experience, nudging them closer to conversion.

Boost productivity

Freshworks surveyed hundreds of sales and marketing leaders in 2021. 

For about half of them, the biggest problem with sales and marketing technology is that information about the prospect is fragmented across different tools and teams. 

With a Customer 360, you can break down the internal silos and improve collaboration with a single, unified view of the customer. 

Boost productivity with Customer 360

Boost productivity

This ensures that you empower your sales, marketing, and support teams with the right information at the right time. They can access customer information and insights easier and act on them faster,  and deliver contextual experiences. This, in turn, accelerates revenue and growth.

Increase customer lifetime value

With a Customer 360 view, your sales team can automatically set up calls and follow-ups with their customers on their progress with your product and build a relationship. Your marketing team can gain context on customers, segment them and tailor campaigns that appeal to them. 

With Customer 360, you can seamlessly integrate all the customer’s interactions with the support team as well. Your support teams can respond faster since they have context on the customer. This ensures customer loyalty and means your customers will stay with you and keep coming back for more.

Overall, your teams can build and improve brand loyalty by delivering delight at each touchpoint. Post-purchase, they can keep them engaged with updates, hacks, and other tips to get the most out of your offering. 

Now that we know the impact of Customer 360, let’s delve into more depth on how you can use it to achieve the above outcomes. 

The perfect customer journey powered by Customer 360

One of the USPs of a Customer 360 view is that it can help you track the prospect’s journey from the moment they enter the funnel all the way down to conversion and beyond. 

Let’s look at how you can effectively use Customer 360 to move leads through each stage of the funnel and turn them into paying customers.

Customer 360 view

The ideal 360 view

Picture this: Sofia is someone who fits your target buyer persona like a glove. She’s just getting started with her research on solutions that are available on the market. 

Let’s walk through each stage of Sofia’s journey and see how Customer 360 can deliver delight at each touchpoint.

Stage 1: Product discovery 

Sofia finds your company’s blog through an Internet search and visits a couple of pages. She even signs up for your newsletter from one of these pages.

Customer 360 can help your marketing team:

  • Create an engaging user experience on any device
  • Set up a personalized email sequence for her with related blogs, webinar links, and other items
  • Track which links Sofia clicks in the emails you send her. You now have a good picture of what Sofia is looking for

Stage 2: Sales discovery call 

Sofia clicks the CTA on one of your case studies. She begins the next stage of her journey and is now ready to have an initial conversation with your sales representative. 

Customer 360 can help your sales team:

  • Get a unified view of Sofia’s interactions with your brand before the call or meeting
  • Have context-driven and relevant conversations about the features that Sofia is interested in
  • Schedule follow-up meetings, send texts and reminders from a single seamless view

Boost productivity

Follow-ups, texts, and reminders

Stage 3: Post-conversion

Congratulations, Sofia is now a paying customer. But what does it take to nurture the relationship and ensure that she will become a champion of your product? 

Customer 360 can help your support team:

  • Generate more revenue by upselling or cross-selling products or offerings can benefit Sofia and other customers like her
  • Tailor conversations with personalized support
  • Set up post-purchase calls and email journeys to ensure that Sofia gets the most out of your product

Would you like to know more about how you can win more deals with a Customer 360 view? Download our ebook.

Customer 360 ebook

Takeaways

For most organizations, CRM is usually the hub of customer information. 

An ideal Customer 360 view encapsulates marketing, sales, and support information of a customer within the CRM itself.

The Customer 360 can act as the single source of truth across various teams:

  • For marketers, Customer 360 helps them track customer engagement in real-time and define the right segments.
  • For salespeople, Customer 360 helps them understand who their prospects are and engage with rich context.
  • For support agents, Customer 360 helps in providing proactive and speedier responses. 

Pradeep Rathinam, Chief Customer Officer at Freshworks, makes a case for Customer 360. “Every touchpoint of the customer engagement is important. Any friction in those touchpoints causes pain and a higher effort for a customer to engage with the business.”

A Customer 360 view helps remove this friction by providing a contextual view of the customer across functions. It gives access to the history of interactions and transactions on any system you may be operating.

How would you like to try a CRM that helps you deliver a frictionless and seamless experience for your customers?

 

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