CRMs & Customer Journey Data – “What” vs. “Feel”
The world is changing where the #customerjourney experience (#CJX) is more relevant today than ever before. But are our #CRMs prepared to capture and decipher the CJX data? Most are not. Billions spent and most CRMs have not designed in the inherent capabilities of CJX information. The CRMs have a wealth of data of historical WHAT the customer has done or is doing. What they bought, what they did, what time they bought it, what quantity, what model, what color, etc. CJX is about the #FEEL. How did they feel about finding the product, feel about buying the product, feel about the ads, feel about the service, feel about the salesperson – through the entire customer journey. This is a most perplexing need as it is perilously subjective. Companies need to start thinking about how to collect it then how to objectify subjective “feel” data so better decisions can be made and ultimately a better experience can be provided. We then need to demand that our systems have features that better support the feel of our customers. Enjoy!
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