AccountAccountAccount refers to a record of primary and background information about an individual or corporate customer, including contact data, preferred services, and transactions with your company. Management & Application Integration
Integration challenges, however, continue to be a roadblock for digital transformation initiatives. The average organizationOrganizationOrganization is a cohesive group of people working together and formally bound by a shared identity (e.g., one team, company, club, etc.) and a common purpose (e.g., business growth, athletic victory, etc.). runs over 800 apps, each with an approximate lifespan of four years. Less than a third of apps are currently integrated, with many of them existing in silos.
This lack of integration will be unsustainable in the future as organizations strive for increased business efficiency and better-connected experiences.
How does application integration tie into account management?
All departments need to work together to achieve a 360-degree view of the customerCustomerCustomer is an individual or an organization that purchases a product or signs up for a service offered by a business.. In order for account management to utilize dataDataData is a set of quantitative and qualitative facts that can be used as reference or inputs for computations, analyses, descriptions, predictions, reasoning and planning. from all of these disparate systems, they all need to be integrated and available in CRM. Otherwise, account management isn’t really possible.
How do we accomplish this?
OpenAPIs › are publicly available application program interfaces and along with the latest in API technology, make it possible for developers to integrate programs with proprietary software applications or web services.
In practical terms, the account manager simply wants the required data right in front of them. When they speak to an account, they need to know, for example, how many support tickets that account has and if any are still open.
Do not try to integrate everything at once!
Release integrations in increments
Use the theory behind Scrum programming such as using sprints & goals
And then continuously tweak & improve
“To earn the respect (and eventually love) of your customers, you first have to respect those customers. That is why Golden Rule behavior is embraced by most of the winning companies.”
Colleen Barrett, Southwest Airlines President Emerita
Automation and Account Management
Account Management has many moving parts which is why application integration is important
Automation is also critical to make the customer experience seamless
It is imperative that the data set flows through any of the customer touchpoints automatically
If a data point changes (e.g. from a sales-related issue to a support issue) automation can make this frictionless customer experience
It is important that you use the data and analyticsAnalyticsAnalytics is the active study of different types of data with the aim of discovering meaningful patterns and translating these into insight (such as historical analyses and forecasts), or action (such as those intended to improve business performance). to generate insights that can help you bring value to the customer
Sharing your insights and showing them how you can be of even greater help to them is a winning formula
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