This week on the blog, we’re sharing an extract from chapter 3 of 19, from Balance Internet’s recent whitepaper ‘Digital Transformation in B2B eCommerce — Driving success and growth in 2021 and beyond’ Second Edition.
We’ll be sharing an expert insight from Sonia Shwabsky, Chief Growth Officer, Snap Franchising Limited. Having experienced several business system changeovers, transitions and integrations, when striving towards a winning CX, Sonia recommends beginning with customer data. Sonia believes that knowing your customer’s needs and desires are paramount if you are to transact online and use technology to enable your relationships effectively.
While you’re here, don’t miss out on downloading a copy of the whitepaper, so you can read the entire chapter, along with expert insights and predictions from 40+ more industry experts.
You are looking at a modern customer-focused eCommerce system, but you have legacy or undisciplined systems housing your customer data. Snap has over 130 independently managed and owned centres, so making sure the customers’ data was in order was challenging, but a necessary step when integrating with a modern eCommerce platform.
Having experienced several business system changeovers, transitions and integrations, I would highly recommend beginning with your customer data. Knowing your customer’s needs and desires are paramount if you are to transact online and use technology to enable your relationships effectively.
Most Management Information Systems (MIS) are built to fulfil orders, manufacture products, manage inventory or production and the customer data is an afterthought. When embarking on the eCommerce journey, you carry these legacy systems along with you. It is critical to get a Single Customer View of your customer data, so if like Snap, you have multiple database sources, working through this integration piece is a painful yet worthwhile process to go through.
At Snap Print & Design, we had two separate systems per centre housing customer data, giving us the challenge of over 260 independent customer databases. Before we could embark on any meaningful customer relationship interactions, we started by amalgamating all of the customer data into one unified database. With a Single Customer View (SCV), this now enables us to communicate with our customers, with a greater understanding of their needs and where they are in their journey with Snap as one brand.
Sonia ShwabskyChief Growth Officer, Snap Franchising Limited
Excitement for Sonia comes when forging new forward-thinking initiatives for a business. Whether installing cutting-edge CX technology or creating the data infrastructure to support the move into eCommerce; Sonia is always seeking a better way. As the Chief Growth Officer at Snap Print & Design, the most established Franchise in Australia, working with many different stakeholders, multifaceted data sets and systems have proven to be very tricky yet rewarding when goals are achieved.
This blog post is an extract from the Customer Experience (CX) chapter, in Balance Internet’s recent whitepaper ‘Digital Transformation in B2B eCommerce — Driving success and growth in 2021 and beyond’ Second Edition.’
If you enjoyed Sonia’s insights, read the entire chapter along with insights and predictions from 40+ other industry experts, by downloading a FREE copy of the whitepaper.