The future of the RCMP
In the future, Customer Relationship Management or CRM will be at the heart of a company's marketing strategy. It's no longer just a question of making a sale, but of offering customers a personalised experience.
CRM to support customers who have become experts
Consumers are volatile and impatient. They have a better grasp of the technical details and functionalities of a product, and seek information from a variety of sources. They expect customer services to provide real expertise and a precise answer to their questions.
The power relationship has been completely reversed, and the customer has become the anchor for the company's services. All decisions must be taken with the customer's wishes, expectations and desires in mind. The customer-company relationship is becoming more intimate and more personal, thanks to the information gathered and analysed.
The customer relationship becomes sincere
Businesses need to work in harmony with their customers, because customers are more demanding and will no longer accept being sold a product. Some unfortunate communication experiments aimed at manipulating consumers by playing on their emotions have failed miserably.
The relationship must be sincere and adapted to the customer's mode of consumption, which has become omnichannel. Gone are the days when clothes were ordered by consulting a paper catalogue and filling in a paper order form. Consumers now play with several channels, starting an order on their computer and completing it on their smartphone from another location.
e-CRM
e-CRM or Electronic Consumer Relationship Management is the management of customer relations through electronic channels.
This technique uses emailing for marketing purposes, but also to personalise and build loyalty to the services offered to the customer.
The relationship becomes personal and more responsive. The message is targeted and more individualised.
The company invites customers to take part in the process of creating the product they want. Choosing a design, imagining a colour or a slogan, creating a product that reflects the customer's personality are the new solutions for satisfying the consumer to the best of their ability and ensuring that their purchases remain with the company over the long term.
The future of CRM is based on a solid relationship between the customer and the company's various departments, which must organise themselves to take account of the customer's needs and expectations. And e-CRM is one of the best assets entrepreneurs have.
Article translated from French