Today's customers have completely migrated online and interact with companies and brands in a different way. It is no longer a matter of sporadic student database connections, but of a constant relationship where a bond is established . This paradigm shift offers new challenges to companies, which must live up to these expectations.
In this context, corporate CRMs are a key component for achieving the best customer experience. They have gone from being an optimization element to a strategic execution vehicle .
On November 17, redk presented its report “Towards a connected customer” in Madrid , at a conference that brought together all kinds of customer experience experts. The state of maturity of the Spanish market in terms of CRM was discussed there.
The key points of this report are explained below.
The connected customer: demands for a new profile
The relationship between the customer and the company has become more fluid and continuous, so organizations must also make a change, a transformation, in the way they understand their relationships with the customer. Where before there was an interaction of a linear process, with a beginning and an end, now there is a continuous cycle in which the purchase is just one more stage.
This report, produced by redk in collaboration with IDG Foundry, highlights three conclusions regarding the expectations of connected customers regarding organizations:
Customers no longer want to be anonymous : they expect brands to tailor their interactions to a relationship, where they have a 360-degree view of the customer and know their habits and preferences. All of this, regardless of the communication channel with the company.
Customers want personalized service : they are willing to give up private data in exchange for receiving individual treatment. Tolerance for spam and irrelevant messages is becoming less and less common, so customers expect effective communications and personalized offers.
The customer wants availability, control and autonomy : because technology allows it, they want a greater degree of self-service.
New challenges for companies
The rules of the game have changed, so the company is forced to change as well. The departments that are in contact with the customer and therefore under the greatest pressure to change are digital marketing, sales management and customer service. They all have one thing in common: manual tasks are not sufficient to respond to new needs.
Are the business areas prepared?
Digital marketing maturity : In a short time, companies have encountered a wealth of customer information, but have not been able to integrate it. Data remains fragmented, and this knowledge is the foundation for achieving a seamless customer experience.
Digital maturity in sales : Organizations do not have the objective mechanisms or advanced analytical capabilities to know what their real commercial effectiveness is.
Digital maturity in customer service : Many companies have not transformed at the pace of mass digitalization, and the exponential growth of interactions has found them with disconnected and misaligned channels.
