CX Tools and Strategies to Get a Holistic Customer View


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Tech evolution has offered customers more digital touchpoints to interact with preferred brands in 2023. Moreover, it has forced firms to integrate customer experience (CX) tools to get a holistic customer view of the client.

According to Customer Experience Management Market Report by Fortune Business Insights, The global customer experience management market is projected to grow from USD 16.91 billion in 2023 to USD 52.54 billion by 2030, exhibiting a CAGR of 16.6% during the forecast period.

Decision-makers are adopting the latest techs in their IT infrastructure, regardless of what industry their companies deal with. It is helpful to improve the efficiency of their operations.

However, many CXOs do not have an effective strategy executed to efficiently manage, store, and process customer data generated through new CX tools. Without having an effective way to get a holistic view of data generated from all the channels, the digital customer experience can go downhill.

It is essential to integrate robust CX platforms into the MarTech stack where firms can have a complete view of the customers. CX software converts general customer intelligence into valuable personal insights about every customer.

According to a report by CXIndex, Companies that focus on improving their CX can expect a boost in revenue of up to 80%.

Following are a few strategies to get a view of the entire customers through a single pane of glass:

  • Optimize Workflows and Platforms

Many firms struggle with designing and implementing efficient work processes to meet customer expectations. Customers today expect companies to resolve their queries without interacting with any agent through their preferred channel.

Customer service agents might transfer the customers to different departments or put them on hold to resolve their issues. These techniques do not help to deliver a positive and holistic Customer experience (CX). CX officers must offer a one-stop solution to resolve all customer queries and grievances.

Based on the organization’s customer service needs, they can implement the right MarTech tools that help automate processes and offer a holistic customer view.

  • Centralize the Entire Business to Get a Holistic Customer View

The presales, sales, and aftersales teams interact with customers regularly. Even though these teams have different KPIs and goals to achieve, they all need a shared customer experience vision.

Shared goals and metrics are the foundation of offering the experiences customers expect today. Aligning marketing, sales, and aftersales teams into Revenue Operations (RevOps) will allow for a better view.

MarTech Tool Categories

Various MarTech stack tools are available in the market that they can use for a holistic customer view. Following are some top preferred tools:

  • Customer Relationship Management (CRM) tools

Implementing the best CRM platforms into the MarTech stack helps them collate customer data collected through marketing automation and analytics tools. Contact management, interaction tracking, and scheduling/reminders are a few features of CRM solutions that help to get a complete view of the clients.

It stores all the customer interactions since the acquisition allows RevOps teams to understand their pain points and preferences to tailor the CX accordingly. The top CRM vendors will have built-in artificial intelligence (AI) and machine learning features that help gather valuable insights into all the data gathered through all the channels.

Many SaaS customer relationship management providers have advanced features like AI-based sales assistance, helpdesk integration, and others to accomplish various CX goals.

  • Customer Lifecycle Management Software

From customer acquisition to retention, clients must interact with the brand at various touchpoints and channels. Firms need a proper roadmap of every customer journey to track the pain points and craft journeys based on them.

Integrating customer lifecycle management software allows them to create data-driven customer journey maps. CXOs can draft tailored client personas with maps while monitoring CX performance through centralized reports with a top customer lifecycle management platform.

  • Social Media Management Tools

Customers today have access to multiple social media platforms that they can use to interact with the brand. Moreover, social media is an effective tool firms can use to get more insights into clients’ preferences and likes.

Social media management tools give them an overview of what clients speak about the brand on all channels. Business decision-makers should consider integrating social media management tools that offer customer data management based on social behavior.

  • Customer Feedback Management Solutions

Client feedback plays a crucial role for companies and helps to improve products and services. They should have a unified and automated environment for evaluating customer feedback. It is essential to have a centralized customer feedback system to enable enterprises to draft, schedule, and conduct client surveys and polls.

Moreover, a unified CX feedback system will help to get a holistic view of the survey results. It is crucial to have effective marketing tools integrated that automatically extract qualitative data from user interactions, comments, reviews, emails, or chats. The best customer feedback management solution allows enterprises to identify customer pain points.

  • Customer Experience (CX) Management Platforms

Integrating CX management platforms into the MarTech stack covers many features under a single umbrella. CX management tools help achieve customer experience goals throughout the operations.

Adopting CX tools helps improve their experience throughout all the channels. Businesses must deliver a unified experience through all the available channels.

Better Alignment between IT and service agent management tools is essential. Customer data today is spread across multiple channels, which can have valuable insights to revolutionize the customer experience.

CXOs should consider the tool categories mentioned above to understand their customers to make strategic changes in their operations.

A centralized platform where RevOPs teams can have a holistic view of the customers is essential for firms of all sizes and types.

Tejdeep Desai
Tejdeep Desai
Tejdeep Desai is an accomplished technology writer currently working at OnDot Media. With over two years of experience in the B2B industry, he has established himself as a seasoned professional with a keen interest in Marketing Technology, Artificial Intelligency. His passion for technology is evident in his writing, as he skillfully blends his technical expertise with a knack for explaining complex concepts in a concise and accessible manner. His articles provide valuable insights into the latest trends, innovations, and advancements in the technology sector, making him a trusted source of information for readers seeking a comprehensive understanding of the industry.


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