Building and maintaining customer relationships via CRM
The ability to predict, understand and leverage customer needs is imperative to creating unique customer experiences and fostering long-term relationships. A customer-centric CRM strategy is the key to achieving this goal.
Today’s digital, mobile and social customers have extremely high and demanding expectations for seamless, digitally enabled, omni-channel shopping experiences. This makes building and maintaining customer relationships more complex.
Many luxury brands have already invested in a glossy online presence, but investments in tools that enhance human productivity on the sales floor are comparably low. New customer requirements are therefore not met, leading to disjointed digital and physical shopping experiences without cohesive brand touch points. Indeed, moments of truth do not only occur via a social media page or banner ad, but between human beings.
Source : https://www.profoundcloud.com/switch-from-spreadsheet-to-crm/
Key elements of a successful customer-centric CRM strategy
To ensure that the CRM strategy empowers sales staff to better engage with customers in moments of truth, luxury brands should build a core CRM strategy based on the following steps :
- Identify and understand the issues and challenges your company faces when interacting with the customer
- Identify customer journeys and map them to internal business processes
- Know what you want to achieve and how to measure success
- Involve your sales staff and drive the change within your company
- Manage the Technology implementation starting with vendor selection, determination of data flow to adjacent systems and feature requirements (to be defined together with business owners)
Luxury brands must understand that technology is extremely important in today’s retail environment and must be seen as a commodity evolving into an utility. The adoption of a customer-centric CRM strategy enhanced by the right technology is key to staying relevant to new customers.
Authors: Anna Olivier (dgroup) and Sacha Alibrando (Accenture Strategy)