Consumer demands constantly change, and companies must adapt to offer people consistent experiences. However, very few brands can offer an entirely cohesive experience. If you examine carefully, you will always find that their customer-centric strategy—which begins with the CX technology they employ—is ingrained in every aspect of their system.

CX technology is only as good as the several layers or components of technology that go into creating an application. Imagine it as all the different components of an automobile that come together to provide the driver with a smooth and effortless driving experience. Driving the car won’t be smooth and pleasurable if one component is off, such as the engine’s horsepower not matching the vehicle’s size. Nevertheless, you can still operate the car. It’s the proper combination of factors that counts.

The foundation of a building determines its strength, and similarly, the CX technology you employ greatly influences the calibre of customer experience you offer. To enable your teams to work together, your stack should have the appropriate parts that assist you in coordinating client data with your particular business process.

The Perfect CX specialist 

The perfect customer experience technology solution should integrate all of your teams’ various tools as well as enable smooth data transfer between departments. Artificial intelligence (AI) ought to be integrated into your main system, not piled on top of it, and it ought to cooperate with other elements to enable you to obtain valuable insights.

The following are some crucial considerations while selecting CX technology for your company:

Customisation: It’s critical that the technology you choose can be tailored to your company’s requirements. It should be possible for you to change, add, or delete features or functionalities as needed.

Scalability: CX technology is undoubtedly not a one-size-fits-all solution. In addition to satisfying your immediate demands, the technology you choose should be able to change as your business does.

Integration: To facilitate smooth cross-functional data flow, the technology you select should be compatible with your current CX stack and interact with open APIs and third-party apps.

Security: To safeguard you against data exposure or breaches and to guarantee data encryption, your CX tech should be built upon a strong security architecture.

Zoho customer experience technology  

When companies used to define their customer experience with fragmented point solutions and conventional sales and marketing funnels, we projected that a more customer-centric and holistic approach to customer experience would be the way forward. Our vision involved unified technology solutions that brought data, teams, and processes together on a single platform, thereby aligning sales, marketing, and service.

We combined field service, sales, marketing, and service tools onto a single platform with Zoho CRM Plus, guaranteeing a 360-degree picture of the client and smooth data transfer between departments. Businesses can turn client data into meaningful insights and provide individualised experiences across the customer lifecycle with AI integrated into the platform.

Among the CRM Plus platform’s highlights are:

  • unified management
  • unified configuration and setup
  • unified provisioning of users
  • Singular search with simple customisation
  • improved scalability
  • straightforward integration 

The CX platform’s levels, beginning with personalisation

Consumers desire individualised experiences, and in the digital age, they may set you apart from your rivals more than anything else. To provide genuinely personalised experiences, it is imperative to comprehend the online conduct and interactions of your clientele, enabling you to customise their interactions with you across all touchpoints.

For instance, let’s say you run an airline and you have a client that always travels in the same month and demands an aisle seat when they go from point A to point B. This ought to be sufficient details to enable you to provide this devoted client with a customised incentive, such as a travel credit or an email alert about flights that work well and have aisle seats available at the time they often book. The appropriate tech stack elements might assist you in reaching out at the ideal moment with the ideal customised incentive.

The Layer of data

Providing individualised experiences requires the correct data. To assist provide a genuinely customised experience, as in the airline example above, you need a system that records information down to the smallest detail, such as the customer’s preferred seat.

The foundation of the CRM Plus stack is data. This layer makes it possible for teams to monitor, manage, and use the customer data required to provide individualised experiences by unifying and centralising information from many mobile apps, websites, social media platforms, and other touchpoints. In addition, this guarantees data consistency and breaks down data silos, giving you a single source of truth for all of your customer data.

The layer of signals

If you are unable to react instantly to customer interactions, it will be challenging to keep experiences consistent across all channels. To build positive relationships with customers, your teams must be able to actively engage with them throughout sales calls and support inquiries alike.

The second layer, or signals, is built on top of the data layer in the CRM Plus stack. To enable your teams to monitor and swiftly address important client interactions from a single, central location, this layer tells you about essential customer interactions across all of your sales, marketing, and service channels. Your sales teams never miss an opportunity to engage with customers again because they are promptly informed of significant customer interactions like social media mentions, support issues, or email responses within the platform.

The layer of intelligence

You won’t be able to properly personalise your client experiences if you are unable to analyse the data that you gather from several touchpoints.

Intelligence, the third tier of the CRM Plus stack, processes your data and transforms it into insightful knowledge, saving you the trouble. Using strong machine learning, big data, and sentiment analytics algorithms, it chops and dices data to create more intelligent forecasts, acts as a sales assistant, and increases overall efficiency inside your company. For instance, your teams can better prioritise and address crucial emails by using our intelligent AI to classify incoming customer emails as good, negative, or neutral. Additionally, it provides insightful advice on when to get in touch with leads depending on their activities.

The layer of orchestration

The various divisions of your company are of no importance to your clientele. They see you as a single brand, therefore you must continue to communicate with them consistently across all platforms. For instance, it might not work well to propose a new product to a client who has recently had a negative encounter with your service. To present a cohesive front, your teams require contextual data from each department and application.

CRM Plus’s orchestration layer connects each element of your stack, enabling it to work as a unit. It also manages data communication between the components and smoothly integrates your stack with external apps. To offer a cohesive experience, you receive all the pertinent context when a consumer visits your website or mentions your company on social media. This includes the customers’ prior interactions and the agents they have spoken with.

The Catalyst

Proprietary serverless platform, called Catalyst, makes it simple to adapt the tech stack to each business’s particular needs and implement it on a large scale. It enables us to create apps more quickly and enhance the security and privacy features of every one of our products.

With all the parts functioning together and being powered by Catalyst, Zoho CRM Plus helps companies provide individualised customer experiences by bringing together all the customer interaction points and the data collected at each one.

The best of both worlds is provided by Zoho CRM Plus: departmental autonomy and organisational unity at the highest level.

The platform unifies all the components at an organisational level, preventing silos, and enables customer-facing teams to work autonomously at the ground level while providing every department with the tools they need to accomplish their goals. A member of the support staff, for instance, might not be involved in sales or marketing procedures, so they don’t require those.


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