In an unmanaged mobile enterprise, you could be losing valuable customer engagement data
Understanding customer engagement is becoming a critical component of overall business strategy. The organisation needs to know how many customers interact with it, how often, why they are engaging, and how business should adapt its operations or product offerings to improve customer experience.
“In most businesses, a large proportion of customer engagement now happens in the mobile environment. But in many cases, this environment is not effectively managed, resulting in valuable transactional data being lost to CRM, ERP, financial management and business strategists,” says Shamit Makan, Head | Business Solutions at Adapt IT.
Knowing how many customers were called, or how many called in, is important for tracking sales initiatives and customer support strategies. For companies that bill for voice call time, such as law firms and consultants, complete visibility of the mobile environment is crucial for accurate billing.
“The proportion of mobile in use in companies has increased exponentially, and companies must gain control of this environment, integrating mobile transactional data into landline transactional data and other engagement channel information, to ensure they have a purposely structured, transparent and manageable communications environment,” He says.
Makan notes that mobile usage and costs cannot be kept separate from fixed line usage and costs – all telecoms management should be consolidated under an advanced Technology and Telecoms Expense Management (TEM) system to support accurate cost control and resource allocations, but moreover enable the organisation to build on this data to inform CRM and ERP strategies. But South African organisations have been slow to integrate and optimise the transactional data from the mobile enterprise environment. “Even among mature customers, the best of breed are still scoring only in the region of 40% in understanding how they are engaging with the market across all channels,” He says.
Ironically, companies are investing heavily in big data analytics at the same time, in a bid to make sense of unstructured data in environments such as social media. “But gaining a good understanding of what customers are saying, and improving communications with them, should start within the organisation’s own communications environments,” says Makan. “It should start with taking control of BYOD sprawl and consolidating mobile transactional with overall enterprise communications. With consolidated transactional data, the company is in a position to apply big data analysis to the environment and gain a great deal more from its telecoms and technology spend than access to communications alone.”