The integration of digital into the customer relationship is an essential step for companies that want to regain their competitiveness as quickly as possible. It makes it possible to establish a more strategic relationship with increasingly mobile and demanding customers.
The latter also use multi-channel media in their ways of obtaining information and buying. This is one more reason for leaders to implement a digital strategy in the management of a company. According to some studies, companies that have gone digital have had a net growth in their turnover compared to those that are lagging behind.
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What is digital in the customer relationship?
Digital, a very fashionable neologism, particularly in the business sphere, is defined in a different way depending on the areas where it is used. But, in general, this term means everything that is digitization of information carriers. For some business leaders, digital is a purely technological subject.
Others call it a new way of doing business and engaging with customers. The latter are increasingly using digital solutions in their management, communication, marketing systems, etc., which forces entrepreneurs to integrate digital into the customer relationship. We are also in a period where digital business transformation is becoming inevitable.
What does digital bring to the customer relationship?
Active listening and responsiveness to customer expectations
It must be said that digital has called into question the old organizations and the ways in which we manage customers. In this case, its integration calls for great flexibility. The customer experience also imposes a new organization that meets the requirements of modern, increasingly interactive and intuitive marketing. This will then come to answer the question why implement a business marketing strategy.
It must be able to meet customer expectations in real time. This is the reason why the personalized callback request, conversation tools or online chat is becoming a very developed practice. The objective here is to find perfect consistency between supply and demand in order to offer customers a favorable and unique experience.
Marketing Content Optimization
Interesting content, whether practical, informative or entertaining, must always be a lever for creating value. It must convince readers of the brand’s values and arouse their enthusiasm for making exchanges. In this case, the audience needs to understand the relationship between the content and the brand. The content must appear in the commercial and marketing actions of the brand.
Ensure that the brand is sincere and indisputable by using relevant and quality content. This concerns text, photo and video content. As for their broadcasts, the content is offered on different channels. Therefore, the speech must be natural and adapted to the channel. It should be remembered that the objective is to create a relationship, an attachment and also a commitment.
The benefits of digital in customer relations
Reinventing the customer relationship through a mode of business communication is one of the first objectives of digital. In this case, customers are increasingly close and individualized.
Integrating digital into customer relations and into management in general helps to modernize management systems. For example, developing transversality through corporate social media, collaborative work.
The integration of digital into customer relations also contributes to improving operational efficiency by transforming support and operational processes. We are talking here about the development of self-care, the integration of partners into the environment, the dematerialization of services, etc.
The implementation of digital in the customer relationship benefits from a certain number of tools and supports. Among them, the blog, CRM (Customer Relationship Management), e-mail and social networks. These are generally visibility levers for the company and its products. Digital is also an essential element that must be integrated into the development of a communication strategy for a new company .
In addition to social networks, the blog allows you to publish interesting content. This is how it is considered an essential tool for customer relations. The content published on the blog will then be shared widely on social media. In this case, the content and the editorial line must be consistent with the social networks chosen.
With the CRM, it is possible to analyze and enrich the profile of customers. You can also use email to quickly generate leads. By opting for marketing automation tools, e-mail saves time.
Customer loyalty
Building customer loyalty is one of the objectives of implementing digital in customer relations. Digital is thus a change implemented to gain the trust of customers. One of the priorities is to win back demanding customers in order to improve the return on investment.
The relationship of trust with customers can only be established by identifying their needs, understanding their environment and personalized and permanent support. You should know that a satisfied customer becomes both a brand ambassador and a better salesperson for a company.