The Key: Personalization And Teamwork

5WPR CEO Ronn Torossian on Personalization and Teamwork

As if to put an exclamation point on what many marketers already know, CRM manufacturer Salesforce has revealed the results of a recent survey showing that 84% of respondents say that to get their business, companies must treat customers like people and not numbers.  What was even more revealing is that 80% said the experience the business delivers is equally important as its goods and services.  And the big news is that the meaning of a good experience has evolved from offers to being understood.  

The latest findings mean that marketers need to personalize their messages even more.  Salesforce further indicated that only 54% of marketing teams currently head up customer programs in the country. In its survey, Salesforce discovered that marketers agree that the number one marketing priority, as well as the number one marketing challenge, are the same – interacting with customers in real-time. 

However, the survey also found that less than half – 49% of marketers feel they currently meet that expectation.  Of the top five priorities in priorities and challenges, there were no similarities among the remaining four.   

Other Key Findings

Salesforce reported that the high performing organizations encouraged shared interactions within their companies.  This enabled them to successfully use data from customers to engage them and potential customers in real-time. 

The percentage of marketing teams that reported their company heading up initiatives on customer experience nearly doubled from 24% in 2017 to almost 45% in 2018. Key to moving in that direction are unified goals and coordinated efforts toward stated goals among dissimilar departments.

The report expressed optimism that advertising units, many of which had operated in solos, are now teaming with marketing in 87% of the companies surveyed.

Similarly, the report discovered that marketing and customer service departments are closing the gap in working with customers.  The study revealed 55% collaboration between the two in responding to queries and other issues that arrive over social media.  About 60% of marketing departments currently track customer satisfaction and retention.

Achilles Heel

An alarming finding of the study was that marketers rely on a potpourri of sources in an attempt to get a clear picture of their customers.  Salesforce discovered that many respondents use different programs for their marketing database, CRM, email service provider, data management platform, customer data platform, public relations, marketing automation platform, and oftentimes a special in-house program.

Not only does employment of different platforms that don’t talk with each other handicap customer familiarity, but these different programs are usually housed and run in different departments.  Salesforce reported that the “average marketing department leans on three different technologies for this purpose.”

These are just partial results of the Salesforce study.  However, they emphasize the urgency for many companies to get their departments that collect customer data to huddle together. 

Companies that fall into the category of working in silos or having numerous platforms that don’t connect to each other would be wise to consider conducting an audit.  That audit should not only identify the silos and independent platforms but consider ways in which data can be more uniformly collected, shared, and leveraged to improve customer personalization.

Ronn Torossian is the CEO and Founder of 5WPR.

Ronn Torossian

Ronn Torossian is the founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals in the company’s headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.

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