Whether we speak of “customer relationship management or the English equivalent of Customer Relationship Management, the challenge today is the same for all professionals, the options are there:

  • How to optimize the quality of interactions with customers and prospects?
  • What are the components of a modern and effective GRC?

The challenge of customer relationship, to be met, requires both a revolution in your software environment and your professional practices.

Why has customer relationship management become unavoidable?

GRC: The key to a multichannel integration of each customer

Sales channels available to businesses have grown in richness and complexity in recent decades: physical store, e-commerce website, mobile application, franchise distributors. A diversity that can pose a risk to the consistency and efficiency of the customer relationship.

The GRC offers innovative technology solutions to centralize optimize and automate the monitoring of each customer, with a high level of customization at each stage of the transaction (pre-sales, sales, customer service management and after-sales). For those linked to the hospitality sector the use of travel crm is essential now.

Know, conquer, retain

The principles of an ideal customer relationship boil down to a virtuous circle that is very simple to understand.

The CRM software new generation allows you to access, like never before, with a high level of knowledge of your customers, their preferences and needs.

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This knowledge not only optimizes customer satisfaction, and therefore the retention rate, but also better targets your marketing campaigns towards the most promising prospects.

A noticeable and immediate effect on your results

Many studies highlight and confirm the beneficial effects of a true customer relationship marketing policy for the economic health of the company.

According to the Harvard Business Review, the use of advanced technology for customer relationship management (CRM software or other) leads to a sales increase of between 10 and 30%, with a return on investment typically greater than 100%.

Conversely, companies that persist in their old habits suffer from information silos between different salespeople, and run the risk of greater customer dissatisfaction when late or contradictory responses are made.

The impact of CRM in a few key figures:

  • From relationship marketing to transactional marketing
  • Say goodbye to intrusive and unambiguous marketing

No customer likes to be considered a wallet! A too aggressive or intrusive commercial policy will, today, often have a counterproductive and devastating effect on the quality of your customer relationship.

Traditional “transactional” marketing was entirely focused on the act of sale, considered as the ultimate purpose of the company: product or service valuation, purchase incentive, increase in frequency and amount of the average transaction.Without being completely out of date, this model must now be redesigned and supplemented to face the new challenges of the customer relationship.

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