Your customers are talking to you across an ever-expanding number of new social and mobile channels as well as the established ones like email, web-chat, traditional phone, and self-service offerings. This means you probably have customer records and data scattered across various CRMs and systems that should be connected to provide teams with a unified customer view. Gartner research tells us most enterprise organizations have at least two separate applications for CRM and social for CRM, and many have far more than 50 across the business domains (How to Incorporate Social Data for CRM Into Your Quest for a 360-Degree View of the Customer).

Today, we’re happy to share a new way to bring together the context-rich customer data in Sparkcentral with any CRM you have in-house, whether it’s Salesforce, Genesys or something totally custom and homegrown.

Using our newly released Open CRM API, you can now connect Sparkcentral customer records with legacy customer data and begin moving towards a 360-degree customer view.

Why is this so important?

In order to provide a truly amazing customer experience, brands need to have have a comprehensive and unified view of their hyper-connected, multi-modal customers. This means brands not only need to be able to talk to their customers on any channel (whether that be on Twitter, Facebook, Instagram, Messenger, WeChat, or via mobile In-App messaging), but must also be able to view this collective customer data in a unified profile, with context available to customer care agents the moment they need it. After all, the more up-to-the-second information companies have about their customers, the better they can understand, serve and build loyalty with them.

Imagine being at a cocktail party with several acquaintances. You wouldn’t walk up to someone saying, “Hey #143, oh wait, you’re Angie,” after you just had a lengthy conversation with her the weekend prior. It would be nice if you remembered how many kids Angie had and how her new job was going. The same goes for a customer service interaction. Having the context on all of the exchanges that a customer has ever had with a brand is a vital part of an amazing customer experience. In a sea of sameness, creating personal interactions is what truly helps brands differentiate themselves from competitors and gain loyalty among their customers.

Integrated social care and CRM = more delightful experiences, better relationships and increased sales

When customer care teams have unified customer context at their fingertips and know who their customers are regardless of the channel being used, they can provide higher quality support in a faster, more frictionless way. They can also better relate to customers as individuals, leading to stronger, more personal interactions. The result? Brand advocates who spread brand awareness. And that means greater ROI for less effort. But customer care teams are not the only ones who can benefit from a unified customer view; sales and marketing teams can receive insight as well. Sales teams can gain a better understanding of customers and their buying motivations from every touchpoint, and get better clarity on which team members should be assigned to what accounts. Marketing teams can use this enriched insight to update customer profiles for lead generation, and refine buyer personas to target similar customers in the future.

With the right technology and process in place, companies can have access to all of the information they need to deliver amazing experiences without forcing customers to channel-hop, asking customers for information repeatedly or taking too long to identify them. Brands that take this #customerfirst route will inevitably delight customers, stand out among competitors, and increase conversions, marketing ROI and revenue.

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