In 2020, customer relations can be broken down into two parts

  • The “prospect” part of the relationship, which continues to function as B2B or B2C with the outbound and inbound multi-channel marketing approach.
  • And customer relations themselves, which is based around constant management of the business or user relationship for the entire life of the contract and purchases.
  • CRM tools with a high level of trackability and improvements to client databases using client data make for a higher potential to better understand the customer. The main challenge is to use this knowledge to improve the basics: listening – understanding – making yourself understood – efficiently responding to client’s issues.
  • CRM tools are of little use in the listening and making yourself understood phases
  • In the understanding phase, multi-channel CRM information is very substantial, but subject to several possible interpretations (for example, a client visits a site for less than a minute: does that mean that they did not find what they were looking for, or that they found what they needed right away?). In the face of this necessary but big task of interpreting this data in a short amount of time available to treat each client’s case, we are witnessing an evident under-utilization of CRM client information, which poses the question of profitability of CRM tools
  • In the efficiently responding phase, the CRM tools do not fit into their role and cannot produce THE most efficient response. An excess amount of usage information data must be added to it (as in Artificial Intelligence methods, for example).
  • Today, we are now exploring the possibility of repositioning CMR tools as collector and presenter of client data. They will be used during internal activity and training meetings for collaborators that interact directly with clients.
  • Through this method, the problem of implementing CRM tools is significantly simplified.
  • At PFLS our range of pre-published CRM tools was created to streamline dialogue with clients and
  • …. supporting the activity and training of teams that interact directly with clients.