It’s becoming easier than ever to personalize every bit of a customer’s digital experience with your company, from the web to the products they have in their lab. This is good news in many ways.
Keith Osiewicz returned to LSMR to explain what the future of personalization via web portals looks like.
It’s more likely now that the marketing automation system, together with the website, knows more about the customer than the local sales person, because they can’t keep track of everything and the digital tools know all of the applications that they’re using, all of the activity they did, looking at frequently asked questions, … or participating in the community.
A portal is simply a part of your website that a customer can log in to, allowing you to see not only the explicit requests (filling a form) but also the implicit ones (viewing an application, for example).
Multiple connected databases can know what products that customer uses and make relevant suggestions on the website for other products, support or training that would be of interest.
Portals open the possibility of offering a support experience that is better for both the customer and the vendor. And while sales people and relationships will continue to be important, the ability to exchange information in both directions via a portal will free up sales people to grow their accounts, find new business and be more efficient overall.