![]() ![]() But if the center of the issue is the customer, all these areas should guide their actions with the insights of the CRM area. Therefore, in practice, each area of these has its KPIs and develops a parallel work. CRM, in some cases, is within the framework of marketing, but in other cases, it is not. And the marketing area generates the campaigns and communication pieces with the customer. There is the product area, which defines what will be offered, and the call center area, which interacts with customers. It sounds simple, but when I say it's cultural, I'm even referring to how companies are structured. Who is our customer, or rather, what are the current clusters, and which ones do we want to conquer? Do I want to work with all the current clusters, or will I focus only on the most profitable ones? This requires a well-built DataLake, daily work of enrichment and sanitization of data, and finally, an active BI, which delivers dashboards with different scenarios and their projected results. What determines the strategy is the customer. "Monitoring the behavior of the customer is crucial to guide changes in the product, in the communication, and in the relationship with the customer" Many companies, even with a great omnichannel tool and an advanced CRM still cannot direct customer-centric actions. The omnichannel tools are there for that, but the big challenge is still structural! Whether through the call center, WhatsApp, website chat, social media messages, face-to-face contact, emails, or clicks on ads, the customer relationship journey travels multiple paths that only, if they are integrated, can generate rich insights for product customization, price, promotion, communication, etc. The critical point is to integrate all the data coming from the various points of contact to actually generate a complete view of the customer because today, the channels are numerous. In this context, it becomes crucial to correctly understand who the customer is. The customer increasingly wants to be recognized as unique and expects the company to be relevant in its offers. Patricia Dib, Head of Marketing, Communications, and CRM, Bourbon Hotels & Resorts ![]()
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