Digital Customer Management

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A COMPANY INVOLVED WITH ITS CUSTOMERS MAKES GOOD USE OF THE INFORMATION IN ORDER TO GAIN COMPETITIVE ADVANTAGE AND ACHIEVE GROWTH AND PROFITABILITY

The interest of companies in understanding their customers and increasing sales goes back a long way. CRM is the starting point for improving customer understanding through data and arises in response to this need to create a management model based on customer orientation for the entire organisation and the development of an information system that supports the management of customer relations, sales force and marketing.

Those companies that have implemented CRM have a more complete view of their interactions with customers and can respond more efficiently. Over time, CRM strategies and systems have evolved because the consumer is more informed and more connected and, therefore, companies have to adapt to this new all-round experience to have the information of all customer touchpoints in real time. From there, the challenge is to understand the motives behind these behaviours through analytical capacity.

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"CRM ALLOWS YOU TO HAVE A MORE COMPLETE VIEW OF YOUR CUSTOMERS AND BE ABLE TO RESPOND MORE EFFICIENTLY."
ADDING VALUE THROUGH KNOWING

Traditionally, marketing departments have led customer data analysis initiatives and pushed the development of analytical CRM as they faced multiple decisions when it came to allocating resources to customer acquisition and loyalty.

  • Operational CRM includes all areas of direct customer contact: from sales force to support.
  • Analytical CRM seeks to understand customer behaviour shown in interactions in operational CRM. It has traditionally relied on the technologies of business intelligence and business analytics to develop customer knowledge.

The search for profitability has led to working on a solid knowledge of the customer to be able to identify or modify the purchasing patterns of a customer or even their habits of using a service. In the context of the new status quo, it is necessary to extend the role of analytical CRM and elevate the value of this strategy.

This is how Digital Wolves has developed an area specialised in the knowledge and management of the relationship with the client that allows us to offer a line of specialised services that covers the needs of clients and extract their best insights.

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