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For over 10 years, CRM has been trying to deliver a global vision of customers and prospects to companies. Therefore, they can collect, centralize and manage personal and commercial information. In other words, identify customer history from transactional data.
Analysis of the collected data confirms CRM’s weaknesses. Indeed, the collected data is centralized on the company’s needs and they omit a strategic parameter: customer needs and expectations. Nowadays, what seems to be forgotten is that what seems to be a profitable customer relationship today might no longer be tomorrow. Moreover, this is reinforced by a context in which customers are no longer faithful (important competition, customer versatility). If no efforts are made to understand customer needs or expectations, your offer might not be adequacy with their needs. This is why a new type of data called “customer behavioural data” needs to be collected. Thanks to this new type of data, you will be able to attract, manage and analyze customer feedback and enable your company to be “customer-centric” oriented.
From transactional to behavioural dataWhen aggregating these two types of data (transactional and behavioural) you will dispose of a relevant, true and global market representation. Therefore, you will be able to adjust your strategy as well as your resources to your customer’s needs.
CRM also omits another strategic parameter for any company: its environment. Companies evolve in a system that includes customers but also suppliers, partners and shareholders. In order to stay competitive, every company needs to control its relationship with each and every actor mentioned above and use adapted tools for managing this relationship. |
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CEM PlaftormDemonstration coming soon
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