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The direct relationship between the customer and the company (purchasing act, CRM) is now nourished by social networks. In the past, a company received complaints by phone or mail; today, the customer distributes content before, during and after the act of purchase on his Facebook account, via Twitter or directly on the company’s website. This is all useful and exploitable content. This forces companies to transform themselves and rethink their relationship with digitalized, savvy, free and more demanding customers.
From now on, the client decides where and how he/she purchases. The customer inquires about products and services that interest him through social networks, online comparators or posts and other likes of users … So it is not just selling products and services but advising consumers, supporting them from start to finish and thus retain their loyalty.
A relationship is made with the customer, no longer around the product
With digital transformation, the point of view changes and the customer has the power. Their habits, characteristics, preferences, concerns and more are at the heart of the relationship. It is for the company to adapt. For this, it must learn to understand the customer better and in a personalized way, to offer tailor made products and services.
The extra ingredient? An unforgettable customer experience, and with digitalisation everything becomes easier. Whether on Twitter, Facebook, Instagram or Snapchat, developing differentiating and engaging content is one of the keys to contacting, conversing and maintaining the relationship with the client, while collecting feedback. Thus, not only does the company increase customer loyalty, but it also encourages the opportunity for recommendation, which becomes a major strategic focus of the company’s transformation.
The client becomes a direct contributor to the company
In the past, to open a savings account in a bank, it was necessary to go to the bank, sign a lot of paper documents … Today, the customer connects to the site of the establishment to download the requested documents, electronically sign the documents, be kept informed of the progress of their file, interact with their advisor from their mobile … The digital transformation is that the customer feeds the system himself: he downloads documents, which generates processes in the company.
The customer is no longer on the periphery of the internal systems, with long paper processes that lead to errors and delays inherent to the boutique bank; they become a direct contributor to the company’s internal systems.