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Perspectives

Nurturing the customer experience

From lead to loyalty with Deloitte

Three transformation specialists share how personalized human experiences are created through customer data and sentiments, and explore what it takes to build loyalty through excellent service, and the details for deploying a highly scalable platform that delivers on the promise of an engaging omnichannel customer experience.

In the pursuit of creating exceptional experiences, many organizations profess the customer to be solidly at the center of their business. Yet the reality can be quite different. Disparate systems, inconsistent processes, and a lack of data-driven insights can mean a similarly disparate, inconsistent, and irrelevant customer experience.

With an integrated Lead to Loyalty solution—designed to make your customers feel like they are dealing with a single organization – it is possible to deliver a unified, meaningful and consistent experience across all customer touchpoints.

Three transformation specialists share how personalized human experiences are created through customer data and sentiments, and explore what it takes to build loyalty through excellent service, and the details for deploying a highly scalable platform that delivers on the promise of an engaging omnichannel customer experience.

End-to-end insights and centricity

The concept of customer loyalty is hardly new. What is, however, are the ways and means companies are driving loyalty. How customers interact with companies has changed over time, and as technology evolves, it provides new capabilities making it possible for customers to truly at the center of business activities.

Evolving technology notwithstanding, what’s missing is an end-to-end solution that provides a complete customer view across an enterprise. For Uday Srinivasareddy, principal, Deloitte Consulting LLP, that means a solution “that brings you insights so you can actually understand what your customer wants even before they realize what they want” – the very heart of Deloitte’s Lead to Loyalty (L2L) solution.

Ensuring departments and teams have the right tools is a good start. But the real magic happens when all functions work in unison. This, says Andres Calderon, senior manager, Deloitte Consulting LLP, makes it possible “for customers to feel really special across every touchpoint,” and technology has made it so that end-to-end customer-centricity is not just a reality, but a business driver as well.

Begin with the end – and a single vendor

With the intentions of assembling a best-in-class experience, companies can purchase solutions from multiple vendors and inadvertently create a fractured landscape across the entire customer journey. The best approach, according to Russell McLean, principal, Deloitte Consulting LLP: Buy best-in-class solutions from a single vendor, which, he says, will “remove concerns about integration and ensure customer data and insight passes from one stage to the next.”

A piecemeal approach also means companies miss out on the elegant cohesion a single end-to-end L2L solution can deliver to orchestrate business processes across the ecosystem. Having one, says Srinivasareddy “eliminates the worry about which solution, cloud or ERP you’re on, and allows you to focus on how to best serve your customer.”

The best place to begin is at the end – the experience you want to deliver – and build from there. Calderon points to Deloitte’s similar approach. “We’ve thought about the complete journey and enabling touchpoints that allow the data to go from A to Z in a way that really can be a scalable.” Doing so, he says, keeps the landscape clean and side steps much of the customization that “becomes so much of an overhead that the companies have to scratch that and start all over again.”

Data-driven, actionable insights

Data for data’s sake will quickly have companies awash in a sea of it. The key is to gather from across the enterprise for one complete view of every aspect of the customer journey. Srinivasareddy offers that with the right insights about a single customer’s purchase, it’s possible to look at others in the customer’s peer group, draw comparable insights, and develop marketing campaigns in wide-open spaces or penetrate new markets.

Deloitte has invested time building a customer data platform in its L2L solution, ensuring companies can gather information from all customer touchpoints into one centralized place and drive those valuable, actionable insights with algorithms. This is important, McLean thinks, because pulling data with a purpose is one thing, consolidating it another, where he seeing businesses falling short. “They don’t know how to drive insights. Being able to make smart business decisions from data is key.”

Want more transformation insights from enterprise leaders? Visit deloitte.com/SAP to download future podcast episodes or listen to previous ones.

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