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9 Ways Customer Data Platforms Offer Invaluable Insights Into Your Customers

Posted on by Pohan Lin

Customer Data Platforms (CDPs) are pretty self-explanatory in terms of what they’re used for – storing and organizing customer information. Sounds pretty simple, right? You might be wondering what the hubbub about CDPs is and whether this is one of the technologies you should embrace.

Well, first let’s go into a more detailed definition of CDP: A Customer Data Platform is a software tool that collects and organizes customer data from across different sources. It is used by a multitude of tools, including marketing software. 

CDPs take real-time data and structure it into individual customer profiles. Why is this useful? The more dynamic, up-to-date, and replete the information you have on a diversity of customers, the better you can hone in on who your customers are and work towards offering more satisfying customer experiences.

Valuable Insights and Benefits Of Customer Data Platforms

1. High Level Of Detail

At the core of CDP is identity data, which allows users to identify specific customers. Examples of identity data include first and last names, age, and gender, contact details, addresses, social media handles, and job status. Instead of relying solely on cookies to track users, CDP collects more concrete identifiers that provide companies with more opportunities to reach customers.

The high level of detail allows the software to identify individuals, which is helpful in terms of offering highly targeted content to consumers. You can use tools such as Infographic Maker to present this complex data in a more easily digestible format.

2. Data Is Stored As Long As Legally Permitted

Instead of focusing on the benefits of short-term targeted ads, CDP allows sellers to develop a deeper and longer-lasting relationship with the consumer. Data is stored for long periods – often as long as is allowed under local laws, which can be subject to change. 

This allows consumer-seller relationships to be nurtured further than they were before and for more information to be added about the consumer over time, creating a more accurate picture of their interests and who they are. 

3. Processes Real-Time Data

Data is collected directly from the source in real time rather than through third parties which ensures the data is highly accurate. First-party data from social media users, subscribers, site visitors, and customers is collected by CDPs, which is the most up-to-date data available. 

So instead of playing a customer-data version of a phone tag you can just find out all about your customers directly.

4. Data From Multiple Sources

Another thing that makes Customer Data Platforms so accurate and able to avoid duplication of data is the fact that CDPs collect data from multiple sources. This allows the software with integrations such as the PySpark datatype to cross-reference the data and see which of the data belongs to the same customer, thus avoiding replication. 

5. Unified Profiles

CDPs build unified customer profiles which help team members get to know their customers. This system helps with things like behavioral analysis to understand trends in interests and consumption and find patterns in all of the noise. Unified customer profiles are easier to share and discuss meaningfully as well.

6. Easy-To-Share Data

The data is formatted in such a way as to make it very easy to share across different departments. This means that everyone in your company and all of your collaborators can have easy access to the same dataset and work more efficiently as a team toward the goals you set. 

Instead of everybody crowding around Nora’s desk and squinting at her screen in exasperation, you can do that at your own desk, or even more likely these days, possibly from the comfort of your own home!

7. Data Hygiene

Perhaps hygiene is not a word you would typically associate with data, but all it means is that data is regularly, as a matter of course, tidied up and updated. This means you don’t have excess or out-of-date information lingering on your system, threatening to slow you down and render your work less efficient. CDP offers the electronic equivalent to dental floss. A little bit regularly will save you a world of pain in months to come.

8. Not Just Quantitative Data

CDP offers qualitative as well as quantitative data. This means that as well as numbers and figures, you have contextual information which helps you to understand the customer’s personality, values, and interests.

By understanding things like what motivates your customers, you can start to understand them more fully, and not just in terms of their buying habits. You can understand them as complete people and citizens, which is very helpful knowledge to marketers. 

9. Marketing-Friendly Format

The shareability of the data, the high levels of accuracy, and the unified data profiles make it easier for marketers to collaborate and develop campaigns that are both targeted and timely across different platforms. CDP allows accurate customer-driven marketing efforts, with breadth and depth of information, like a well-formed loaf of data bread.

The Takeaway

Customer data platforms offer a depth of information which is specific to the user, as well as breadth of information about every customer, such as what motivates them and what their values are. The data can be held for a long time, which allows us to build and nurture a stronger customer-seller relationship, and get to see how the customer changes over time. 

The information is easily shared across platforms, which makes collaboration easier, and it is sourced from many places and cross-referenced, which helps to avoid duplication. This is a useful software capability for a customer-centered environment. The real-time collection of the data helps keep it accurate and up-to-date, as does the collection of data directly from the source. 

The market for customer data platforms is rapidly growing with the industry expected to reach a size of over 20 billion dollars by 2027. This shows the value of accurate, up-to-date and thorough customer data. 

4 Ways Data Management Software Helps Small Businesses Realize Their Potential

Posted on by Pohan Lin

Today’s world is absolutely filled to the brim with data of all shapes and sizes, more and more of which is being generated each day. By the start of 2020, people had generated 44 zettabytes of information with their digital activities. That figure is only going to increase in the years ahead.

21st-century businesses need to think about how they manage and use the data they continue to rapidly accumulate. That’s where data management software comes into play. We’ll explain what data management involves and some of the benefits it brings to small businesses.

What Is Data Management Software?

Today’s businesses have a lot of data to sort through. This data is generated when customers sign up for services, when they make transactions, or even when they interact with your business more generally – through channels like social media or simply visiting your website, for example. 

The data a business accumulates can be helpful. By understanding the activities of your customers, you can make better business decisions. However, you can’t interpret this data unless it’s been organized properly—which becomes harder when we consider how widely today’s data can be distributed and simply how much of it there is.

That’s where data management comes into play. It collects and organizes data in a way that is useful to you—augmenting things like gut-based guesses—while also protecting it from theft. Data management is typically achieved using a specialized piece of software, which can consolidate data from different sources before analyzing and visualizing it.

Data management is used by a variety of industries, including retail, banking, and manufacturing. It allows businesses to perform particular tasks better, like responding to customer expectations and managing inventory.  It’s also useful for various business sizes—including small ones—and can help you better understand concepts like database ACID.

Image Source

What Does Data Management Software Do for Small Businesses?

In some respects, it does the same thing as it does for large businesses. All businesses today (whether large or small) generate data, whether they aim to or not. Therefore, it makes a lot of sense to do something with it.

Of course, if you’re looking for practical benefits, there are four major components for small businesses to be aware of:

1.    Increased Productivity

Data management means that all the data flowing into your business is organized. This, in turn, means that we can actually access it. Having this central, practical resource ensures that you and your employees can all use your time more effectively—as you aren’t wasting it in futile pursuit of something you need, like how much of a particular resource you have.

Data management also means you’re able to share information with one another more easily. Since even small businesses rely on teamwork, being able to work together effectively is a must.

2.    Better Security

The terminally-online, vastly interconnected nature of today’s world means a lot of the data we produce is sensitive. You need to make sure that the data your business has can be protected from theft, leakage, or simply irrecoverable loss. If you don’t, your business and customers could suffer financial or reputational harm.

A major part of data security is understanding what, exactly, you need to protect. Data management software provides a comprehensive record of what you need to think about. 

Crucially, however, it also comes with encryption and authentication functionality. This makes it much harder for bad actors to access your data. In the event that data gets lost, good data management software backs it up to avoid any unpleasant situations. 

Make sure to protect all facets of your business by improving front-end security for your websites as well.

3.    Higher Quality Decision-Making 

All business leaders have to make multiple decisions each day, which data management software makes easier. This is because this kind of software can actively improve your data’s quality by standardizing, parsing, and verifying the data you give it. Crucially, it does so automatically – meaning there’s only so much oversight you need to give.

Data management software also aids decision-making by blending different data types together. It allows the software to offer new business insights—and even answer questions you hadn’t considered before. This is another aspect of data management you can automate.

More importantly, data management software helps your employees to trust your decision-making. This is because the way you have come to such a decision is more transparent than it may have been in the past.

Indeed, better decision-making is a particular benefit of data management software for small businesses. A larger business can recover from a flawed business decision more easily than a small business can, as the former (obviously) has more resources to work with

4. Better Use Of Funds

data management software

Indeed, while it may come with some initial costs upfront, data management software can save you money. Demystifying a business’ inner workings prevents situations like data duplication, conducting the same research multiple times, or re-running expensive queries. All these cost your business money, and you could easily avoid them with the right software established.  

Naturally, the improvements to decision-making have an impact here as well. Making an informed decision means you’re more likely to see a return on any investments you make, which you can then re-invest into your business going forward.

The Takeaway

Data management software can seem like an extravagance, especially if your business is on the smaller side. However, it can be a very useful tool for day-to-day business operations. 

Managing your data ensures you can interpret and share it more effectively than before. Crucially, it also helps to keep it safe from theft or accidental loss. All small businesses should consider data management software if they want to maintain their edge.

ERP Safety and Cybersecurity: What You Need To Know

Posted on by Matt Bernot

These days, it seems like a rarity that cybersecurity doesn’t make at least one headline in the daily news cycle. More accurately, these headlines are primarily instances where there is a drastic lack of cybersecurity.

“U.S. Government agencies fail to meet even basic cybersecurity standards.” 

“The colonial pipeline attack: rethinking cyber regulations on utility companies.” 

“Ransomware: international cooperation is needed to curb these cybersecurity threats.”

In today’s environment where employees are working remotely as well as geographically scattered, security has become everyone’s job—not just the responsibility of the IT department. Every employee of every sized business, from interns to CEOs, SMEs to Fortune 500 companies, needs to increase their cybersecurity diligence. 

Many people treat their cybersecurity responsibilities as they would a recommendation from their dentist—being instructed to floss more and cut back on sweets often falls on deaf ears. 

Without proper cybersecurity hygiene (creating strong passwords, avoiding phishing emails, using outdated software, etc) your business and your bottom line are in danger of rot and decay. 

Fortunately, there are technological solutions that provide businesses and users with vast safeguards against malicious actors. Namely, cloud-based all-in-one ERP software. 

How To Maintain ERP Safety and Security 

erp cloud security business management software

As far as software is concerned, cloud ERP software is resoundingly safer than traditional data centers. In fact, the use of cloud infrastructure generally results in 60% fewer security incidents.

In reality, it is the usage, policies, and mechanisms of control that fail—not the technology itself. 

Jay Heiser, Vice President Analyst at Gartner, has some poignant advice for CIOs in the position of managing their cloud ERP software:

“CIOs need to ensure that their security teams are not holding back cloud initiatives with unsubstantiated cloud security worries. Exaggerated fears can result in lost opportunity and inappropriate spending.”

He suggests that instead of asking “Is the cloud secure?” executives should be asking “Am I using the cloud securely?”

Similarly, a car manufacturer would not be to blame in the event of an accident where the driver was speeding excessively, using their phone, and not wearing a seat belt.

Let’s take a look at the most crucial areas and aspects of ERP software that require the most attention to detail in terms of maintaining network security.

Stay Uniform

As software complexity increases, the possibility of errors increases along with it. For businesses with over 200 employees, some ERPs provide over 800,000 software customizations that can be controlled by users. 

In order to combat this, it’s important to establish data management protocols within your organization and assign access accordingly. Onboarding, training, offboarding, and continuous internal software support will only benefit your organization.

Conduct Internal Audits

Audits are an important part of any well-oiled business, so why wouldn’t the same be true for your software? While the best ERPs adhere to strict security standards, it’s important to conduct audits of how employees and other users under your organization’s umbrella are using the system.

Are their passwords secure? Are they accessing data from unsecured networks? Who has access and the ability to change system settings? 

These questions and more are some that you will want to address and answer internally—every business and every industry has different needs, rules, and regulations.

Utilize Software Training and Support Staff

Your employees—in this case, your ERP users—are at the heart of everything your business does. Security is no exception. If users are cavalier about company data, protocols, and necessary procedures, it can lead to fiscal headaches and wasted time. 

All too often, ERP software systems are implemented without an expert support team. Having a savvy support staff is crucial for successful employee adoption of the software.

Though management may be able to point to the vast benefits of ERP software (cost savings, better communication, improved document management, etc.) it takes a true expert in the software itself to successfully, fully onboard employees.

Benefits of ERP Software: Built-In Security Standards

ERP software is full of all kinds of benefits—risk mitigation is a major one. No piece of technology on earth is entirely invulnerable to malicious activity, but ERP software provides a myriad of ways to protect your business’s valuable data and processes. 

One of the brilliant aspects of ERP software is that it’s able to provide a wide range of solutions to a wide range of logistical challenges. The “all-in-one” nature of ERP software keeps businesses fully connected and integrated—in turn, this allows businesses to address problems with a bird’s eye view, removing the guesswork and wasted energy that often accompanies the problem-solving process.

all in one erp software benefits security

Cloud Security

Compared to other data storage methods that have been prominent in the past (most notably local servers and analog data storage) the cloud is a resoundingly safer solution.

It’s a tried-and-true method that businesses continue to invest in—in the first quarter of 2023, cloud services infrastructure spending increased to $41.8 billion on a global level. Compared to the same period in 2020, this was a 35% year-on-year growth and a 5% quarter-on-quarter rise.

While cloud security as an industry has proven to be safe, scalable, and cost-efficient, it’s important to know who bears the technical responsibility of hosting your data. 

Does your cloud infrastructure provider delegate some hosting responsibilities to third-party organizations? Is your cloud ERP implementation team the same organization that actually does the work of storing your data?

Ideally, none of these questions will ever actually matter because your data will be forever safe and secure. Nevertheless, it’s important to do your due diligence on every organization your data is affiliated with. Most of the time, these answers can all be obtained from a single conversation with your ERP provider.

Frequent System Updates

Software updates serve an important purpose across the world’s entire technological landscape. And, no, it’s not to annoy you with a loading screen that lingers a bit too long for your liking.

Installing security software update

Software updates are vital—they patch security flaws, protect data, and improve system performance. When it comes to ERP software, updates are frequent and full of substance.

Data Redundancy

What’s the only thing more important than keeping your data safe? Keeping your data safe—twice, three times, or more. 

Cloud storage capabilities that are baked into the best ERP software systems allow users to fully access and update data sets while keeping up-to-the-second backups safe and secure. Gone are the days that it’s required to make multiple physical copies or even manually copy and paste documents. 

With a staggering chunk of the American workforce still working remotely—often on personal, security-poor workstations—it’s even more important to have enterprise-level redundancy measures in place. Data redundancy is a central focus of every ERP system. 

Data Encryption

Data redundancy is a crucial piece of the cybersecurity puzzle. Data encryption is an equally large piece, too. The higher the quality of the encryption measures, the higher the quality of protection that your business will enjoy. Fortunately, ERP systems maintain exceptionally high-security standards.

 

By nearly every conceivable metric, cyber-attacks and cybersecurity incidents have increased over the last several years. The pandemic has led to an aggressive explosion of this pre-existing uptrend.

cloud-based ERP data encryption

Disconnected software systems with vastly differing security protocols simply do not cut it anymore—ERP software provides a lasting, secure solution to cybersecurity. 

Installing An Administrator

ERP software needs to be safe and secure every single time it’s used. This isn’t a request or a “wishlist” item—it’s a requirement. In all reality, safety and security is just the beginning. 

ERP software is built to serve people of all roles and responsibilities. The best way to ensure that every user is able to operate in an efficient and safe manner? Choose an ERP with a detailed permissions-based system. 

Some employees will need more access than others. It’s important to be able to have varying roles with differing capabilities while all working under one, unified software umbrella. 

Now you may be thinking “Even if I have a tech-savvy employee, they’re still new to using this ERP system too. How can they be functional administrators?” The answer to this question: training and consulting sessions with the ERP’s native support staff.

The support staff of an ERP system is there to help you get the most out of your software. They’ll answer questions, offer advice on best practices, generate guides and other instructional materials, and so on and so forth. They’ll be able to provide the crucial assistance you need during the initial adoption process. 

They’ll be able to show your organization how to properly assign and edit permissions for every employee, where and when it’s safe to access data, and how to protect your system against phishing attacks, unauthorized user access, and other malicious activities.

Just like a great coach, they’ll be there to guide you while allowing you to learn and explore on your own. 

Modern ERPs are Safe, Secure, and Reliable

Hi-tech cloud software security

Cybersecurity is the framework that ERP software relies upon. Without extended and continuous security measures in place, the benefits that ERP software brings to businesses are all for naught. 

But security efforts don’t end with lines of code—it takes the effort of all of your employees in addition to your ERP’s support staff day in and day out. 

ERP software sourced from cloud computing technology is the gold standard of enterprise data security, and you and your employees need to be the gold standard in making sure safety protocols and precautions are implemented and followed.

Data-Driven Decision Making: A Guide To Working Smarter

Posted on by Matt Bernot

We all have hunches. Whether it’s at work or at home, we often rely on our gut.

Sometimes, it points us in the right direction. (Yes, that person across the bar did in fact smile at you.)

Other times, it keeps us out of harm’s way. (Aren’t you thankful that you dodged that foul ball with almost no conscious effort?)

While your gut is a valuable resource in scenarios like these, it can often lull you into a false sense of security for those looking to translate natural, instinctive insight into the business world.

There will always be those special, gifted few. You know, the ones who are able to make sense of and intelligently act on overwhelmingly complex data sets using only their natural brainpower. 

There are exceptions to every rule. Always have been, always will be.

But when it comes to your business, don’t bet on the exceptions. Bet on data-driven decision making. Let’s find out how data-driven decision-making can help your business. 

What is Data-Driven Decision Making?

According to Northeastern University, data-driven decision-making can be defined as “the process of making organizational decisions based on actual data rather than intuition or observation alone.”

To break it down even further, there are two types of data that will be relevant to your business: quantitative and qualitative data. 

Quantitative data focuses on cold, hard numbers. Sales figures, employee turnover, and shipping costs are examples of quantitative data.

Qualitative data focuses on non-numerical data. Examples of qualitative data relevant to your business would include things like employee interviews, customer reviews, and the job satisfaction of your employees.

data funnel

Both are important, yet neither provides a complete picture of your business and how it can build and sustain future success. When successfully cultivated, categorized, and deployed, these two types of data sets can transform the way your business makes decisions. 

Why Data-Driven Decision-Making Is Important

Sticking to the data allows systems and their respective algorithms to be strong in areas where humans are notoriously weak—acknowledging bias and false assumptions. Computers remove the ever-so-fickle emotional component of decision-making that more or less defines our humanity.

By allowing technology to guide and assist you along your decision-making process, your business will reap tangible benefits. 

  1. Reduced spending – If your technology is able to guide you in a more innovative direction (i.e., making less of one product than others) then your process has already begun to bear fruit. Ideally, allow data-driven decisions to limit waste.
  2. Faster decisions – Instead of belaboring over a decision and arguing over fickle details as a deadline approaches, allow data to make the best decisions for you. When a decision is able to be backed by data, the more sound that decision will be. 
  3. On-the-fly improvements – One of the best—and often most belaboring—things about data is that it is always shifting. While this may seem tiresome at first, it serves a purpose. By having access to a continuous stream of up-to-date information, you’ll be able to adjust your projects on the fly based on the most accurate information.

How to Support Data-Driven Decisions

It’s one thing to acknowledge the importance of how data-driven decision-making can help your business, but it’s another thing entirely to act on it. So how can your business use data to its advantage?

Before this process begins, some housekeeping is in order—organized data is the best data.

Let’s start by running through a list of questions to ask yourself:

What goals do you aim to achieve from making data-based decisions?

Are you primarily focused on brand awareness or conversions? Is your goal to improve an existing product or to launch a new one? Are your efforts focused on customer retention or customer acquisition?

Where does your data come from?

Is your data reliable? Has it been cross-referenced and analyzed for its authenticity? Have you gotten input from all of the pertinent employees from different silos of your business? Beyond all of that, is your data secure?

In what ways, if any, are you able to universally and easily view all of your data?

Can your data be viewed in digestible formats? Do you have dashboards, charts, and metrics accessible from all kinds of devices? Can your data infrastructure adapt to your growing and changing business needs?

filing cabinet computer

If you feel that you haven’t adequately answered these questions, that’s ok. There are plenty of ways to keep your data organized and all in one place.

Data for data’s sake is only valuable for mathematicians and scientists. For the 21st-century business owner, data needs to be clear, concise, and actionable.

Data-Driven Decision-Making Examples

No matter the size of your business, your business generates data. Whether it’s customer financial data, employee feedback, or social media activity, business data comes in all shapes and sizes.

While all data is valuable and useful, not all data serves the same purpose. For example, datasets containing customer transaction history won’t necessarily help you build a better HR department. A car is a great method of transportation—until you reach the ocean.

Let’s take a look at how businesses big and small used data to drive them toward profitable decision making:

  1. Netflix’s Hyper-Specialized Content – As a pioneer of mass digital streaming, Netflix has a huge subscriber base. Now, you’ve probably heard people say “You can’t please everyone.” Well, Netflix has come awfully close. By analyzing scores of consumers’ watching habits, Netflix has been able to tailor content specifically to their target audiences. One of their first success stories using data to drive their decision-making? House of Cards.
  1. Google’s Project Oxygen – In 2008, Google embarked on an ambitious journey to figure out how to better scout and develop managerial talent. They sourced lots of data points—performance reviews, technical assessments, surveys, etc.—and came to the conclusion that there were 8 main points that led to managerial success. In this case, data enlightened us that “having key technical skills” was the least consequential managerial asset. Who knew?
  2. Horne Label Manufacturing Success – Data-driven decision-making isn’t just for mega-corporations. Horne Label, the largest manufacturer of custom labels and tags in North Carolina, realized that they needed to work smarter. Feeling unorganized and limited by their current methods, turned to the help of a trusted ERP to improve their processes. By taking advantage of the streamlined automation and virtual dashboards now at their disposal, Horne Label was able to cut order input time by 50%. Beyond that, they can now view their data from anywhere, on any device. 

Your Data Is Unique

Every business has data, but only your business has your data.

It seems like an obvious point to make, but for some businesses, it’s not so clear. In our copycat culture, companies and business leaders are always aiming to replicate the success of their peers and competitors. This is great in many ways—the best innovations and ideas are often directly sourced from older, less fleshed-out concepts. But in other ways, it’s detrimental.

Instead of looking at the insights and profit margins that have come from large corporations analyzing their data, it’s best to look at how and why they did it.

Rather than asking “What kind of success and profit did their data analysis generate?” you should ask yourself why they chose to analyze data to begin with, and how exactly they went about parsing it. 

With all kinds of data solutions out there, it’s important that you choose the right one for your business. But one thing is for sure—data-driven decisions are the best decisions for your business. 

The Value Of A Software Support Team That “Gets” You

Posted on by Matt Bernot

Your work is incredibly personal to you. Taking on the task of being your own boss doesn’t come without a personal, emotional, and absolute commitment to the work that you do.

You enjoy the challenge of taking things head-on. You and your employees have found ways to conjure up solutions where others have remained stuck in neutral. You take pride not just in the hard work you’ve done, but the “smart work,” too. 

When it comes to software—and technology in general—every business owner has a differing level of expertise. Some have been at the forefront of integration, others have stuck with older, seemingly tried-and-true methods. No matter where you land on that spectrum, two things are true:

  • The need for total technological immersion of your business grows larger every day. 
  • The software—and the software support specialists—helping to run your business need to work for you.

Not every step this process will be pain-free. There will be plenty of hiccups, blips, and glitches. But hey, that’s nothing new for someone who started their business from the ground up. Just as you’re there for your employees and their needs, you need a software support team that will be there for you and your business every step of the way.

Your Business Is Unique

At the root of high quality customer service is one basic principle: understanding. The support specialists you turn to need to have an intimate understanding of how your business runs. Remember, they are there to serve your needs.

Take this as an example of good customer service: the company you hire delivers a software package as promised. It seems to be functioning as expected. There’s instruction manuals, FAQs, and a 1-800 number to call in case—or, more likely, when—things go haywire. As you’re getting acclimated to the interface, you experience some minor difficulties with a specific functionality.

When you call the support hotline, you’re placed in a queue. When your turn arrives, you don’t speak to anyone you’ve been in contact with before. This person doesn’t necessarily seem like a software support specialist. You’re left with being told that your issue is being processed and that it will be resolved in a “timely manner.”

A couple of days go by, and you get a call from someone doing their best to help. You explain the issue yet again, and they were able to direct you to a solution that left you thinking “Well, that issue wasn’t too hard to fix. It would have done my business a lot of good to have that handled a few days ago. If someone showed me how, I probably could’ve done that myself.”

At the end of the day, you received good service. The issue was fixed, and life goes on. But is good service the standard you’re setting for your business? What happens when the issue is especially time sensitive, or if the issue is severe enough to result in lost revenue? Or both? Businesses like yours are facing more turbulent times than ever before. To navigate through the sea of uncertainty in 2020 and beyond, your business needs great service from top software support teams that you can rely on day in and day out. 

The Hallmarks of Great Customer Service

Software Supports Teams Catering To You

Now more than ever, a personal touch in the business world goes a long way. With so many businesses and families reeling in the wake of this period of economic turmoil, people are turning their attention—and wallets—towards companies that “get them.” In fact, 56% of customers stay loyal to brands that “get them.” 

What does it mean when a business “gets” you? Though the criteria is different for each business and each customer, personalized service is the key.

Smart businesses understand that each customer is unique in their demands and expectations, and will go above and beyond to ensure that each customer is satisfied in their own way. Your product functioning as promised is just the bare minimum, and only the beginning of the relationship. Brands that truly want to retain their customers will do their best to meet their human needs.

Personal Connection

In a study conducted by Forbes, 86% of customers say an emotional connection with a customer service agent would make them continue to do business with the company. This level of loyalty without mention of the product or service offered should underscore the value of quality customer service. For small business tech support services, this level of intimacy is vital.

One way to establish this connection is to be proactive in troubleshooting. Conventional wisdom might tell us that it wouldn’t be wise to alert the customer to a problem or flaw that they may not have known existed. But at the end of the day, transparency, compassion, and genuine commitment to delivering the best product and service reigns supreme. Having a live chat support software will enable real time communication and problem solving.

A Symbiotic Relationship

If you’re a hardened skeptic that believes benevolence doesn’t come without dollar signs attached, you wouldn’t be entirely wrong. It is without a doubt in a businesses best interest—especially in the CRM software support industry—to retain your business. Acquiring a new customer is five to 25 times more expensive than retaining an existing one. This is what we like to call a “win-win.” Your business not only receives a good product, but an empathetic and helping hand every step of the way. 

Invest In People

Just as you place a premium on the value of teamwork and collaboration within your business, the organization behind the software you deploy should share the same ethos in its practices. 

The best thing that you can do for your business is to enlist the help of people who will make your business better—simple as that. Do your research into the people behind the software you’re purchasing. If you invest in the best remote tech support software backed by a team of dedicated, empathetic, and talented people that will unconditionally support you and your staff, your business will be prepared for anything. 

When Employees and Customers Don’t Want to Wear Masks

Posted on by Matt Bernot

Polarization has become par for the course in the United States. It spreads across all facets of everyday life: social media, sports, politics, social justice, news, and even the virus itself. Very few aspects of our culture have been immune to the tidal wave of immoderation. 

family with masks safety that uses all in one business management software

Every business owner in America—and, for that matter, the world—has aggressively pivoted towards a safety-centric business model. While the health of your employees and patrons has been at the forefront of your agenda, your business stillhas a responsibility to maintain fiscal health, too. This requires (almost) never turning away a paying customer. 

With each American business confronting various degrees of noncompliance, disobedience, and outright irresponsible behavior from patrons—and sometimes employees—in regards to public health, business owners have been put squarely in the center of an unprecedented predicament without an obvious solution.

How do you assure your customers, employees, and even your own family that you are acting in the best interests of public health without completely alienating those with antithetical beliefs? Customers with whom you share fundamentally different ideologies are still your customers, and the same goes for your employees.

Health Comes First

When it comes down to it, your business’s commitment to upholding health and safety regulations is priority number one. Creating and maintaining an environment that is diligent in upholding safety protocols starts with you, but it takes a team to make sure nothing slips through the cracks. Your employees can not afford to take a passive approach to combating COVID-19. In a survey done by Accenture, 82% of consumers were fearful for the health of others, as opposed to 64% that were fearful for their own health.

While brick-and-mortar establishments have the benefit of being able to heavily enforce safety rules and regulations, businesses that offer—or are exclusively limited to—field services have been forced to toe the line of overstepping boundaries. Your employees are required to wear masks when in a customer’s home, and you’ve required that customers reciprocate. But what happens when a customer does not oblige? 

After all, they’re in their own home. Does your employee feel obligated to continue servicing the customer, or have you afforded them the autonomy to refuse service? What happens when it’s not the customer, but your own employee ignoring protocols? While each customer and employee is unique in their methods and beliefs, your job is to lay out the ground rules for deeming what is acceptable while on the clock.  

Everyone has differing opinions on what they think is the “right thing” to do is right now. Disagreements will occur—it’s natural. But by doing our best to occasionally take a walk in someone else’s shoes, we can work together towards the common goal of safety. Including empathy in the core philosophy of your business plan isn’t just a suggestion anymore—it is imperative for you and your employees alike to understand that.

Remain Calm in Conflict

Everyone is subject to moments where stress gets the best of us—it’s a part of being human. Whether you have worked directly with customers or have simply been a bystander in a shopping centre, most people have encountered an unruly customer at some point. Before COVID, it was simply an annoyance. Customers—fairly or unfairly—would seemingly lose the ability to use their “inside voice” while hurling insults and vulgarity. Annoying, yes, but most likely not dangerous.

In today’s world, the routine rudeness towards those in customer service positions has escalated. With these professionals often tasked with policing the health and safety measures of their business, they are subject to the backlash coming from those who don’t feel as though public safety measures apply to them. The backlash becomes magnified when your employees have to police this behavior while in the confines of your customer’s home. 

Don’t forget—just because your employees are in charge of enforcing health and safety regulations does not mean they are perfect actors themselves. Be aware and in control of your employees behavior. Their nonchalance about mask-wearing will foster an unsafe environment, and it facilitates further unsafe behavior from the customers who are following their lead. It is up to you to ensure your employees are setting a good example.

This is all uncharted territory. Before 2020, the customer was always right, no matter what. But what happens when the customer is threatening the health of those around them rather than simply being argumentative about returning a pair of shoes? What happens when it’s your trusted employee of 10 years that is neglecting safety protocols?

  • Be empathetic. Most people that are lashing out at you about safety protocols are handling their own frustrations and anxieties about the pandemic in a poor fashion. Oftentimes, they just want to feel heard. Reiterate that you value their business—or their contributions to your business—and simply want them to take part in safety measures for the betterment of everyone. Even when you don’t agree, express understanding.
  • Keep Things Professional. While it is important to be assertive and firm, communicate in a manner that doesn’t resort to raised voices, personal insults, or otherwise unprofessional behavior. Sometimes, people are just seeking conflict for conflict’s sake—don’t indulge them.
  • Work As A Team. As the owner or primary authority on staff, it may be in your best interest to step in during a confrontation with an unruly customer. While your employees should always be encouraged to ask for help, they may be less likely to do so in a situation like this. 

    Give your employees room to resolve the conflict themselves, but if the customer continues to unreasonably escalate the situation, it’s time for you to step in. If there is a scenario where a customer is attempting to hold an employee accountable to following safety standards, take time to pull them aside, address the issue, and reiterate what they can do better next time.
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  • Offer Solutions. During an altercation, it doesn’t always seem possible to find a reasonable solution. But when you’re able to focus the attention on the future rather than the initial problem, people are more likely to participate in the de-escalation process. Whether it’s providing a free mask or offering personalized attention, find ways to progress the conversation. 
  • It’s Their Home, But It’s Your Health. If your business offers field services, your employees may feel a bit uncomfortable enforcing rules in someone’s home. It is important that you address this with both your employee and the customer in advance—laying out the ground rules will remove the ambiguity and awkwardness.

    Your employees and customers need to know when, and if, it is acceptable to refuse service. If your customer reports unsafe employee behavior, take immediate steps to confront that employee so that further issues do not arise.  
  • Know When To Draw The Line. Just because you do everything right doesn’t always mean the other person will follow suit. If someone is endangering the health of you, your staff, and other customers, it may be time to remove them from the premises. This is a last resort saved for only the worst of the worst offenders. That being said, it’s important to know when this option must be utilized.

    While you’ll tolerate some heated vocabulary and minor non-safety related rule violations, the line is crossed when this person repeatedly refuses to wear a mask, social distance, or otherwise not follow public safety protocols.

Put The Situation In Perspective

It can be easy to let personal sentiments trickle into your professional life—especially when it relates to dealing with particularly difficult customers. The manner in which your employees respond to these challenges begins with you. As a business owner, your job is to cultivate an atmosphere that upholds a professional standard of service to every customer regardless of any personal disagreements that may exist. That being said, it is also important that you teach your employees where “the line” is, and what to do when a customer crosses it.

It can be awkward—at the very least—to address these issues with an uncooperative employee as opposed to a customer. Regardless if you’ve known them for 20 years or 2 months, they are people capable of spreading COVID-19 just like you and me. No one is exempt from the responsibility of maintaining public health, and it’s your job to have those uncomfortable conversations to ensure this stays true. 

In our increasingly polarized world, we encounter many people whose words leave us with nothing but an exasperated “Really? C’mon.” Being the bigger person is hard. But when your business—and public health—is at stake, being the bigger person is the only option there is.