The advent of digital technology and mobility has revolutionized consumer behavior. That's why it is time to answer this question: what relationship do you want to develop with your clients in the future?
Your answer is all the more important because it affects the entire client relationship lifecycle, from early prospecting and engagement to subsequent involvement in the client experience with your products and services.
Customer Relationship Management (CRM) and Customer Experience Management (CEM) are two complementary and inseparable concepts used in managing the client value lifecycle.
CRM provides a focused approach to controlling costs and improving productivity, established through the company's point of view. The goal is to improve client relationship management processes, including marketing, sales, and service.
Today, the digital revolution and its impact on behavior have made it necessary to rethink the client relationship from the client's perspective with a two-pronged objective: service quality and client satisfaction.