Digitalisation of the customer relationship, opportunities and challenges

All you need to know about the opportunities offered by the digitalisation of customer relations. As well as the challenges to be overcome.

The advent of new technologies and the explosion of social networks have not spared the business world. The impact of digital and new communication methods on our daily lives has logically extended to consumer behavior.

Digitalisation also affects professional organizations with the digital transformation of companies. Which includes the digitalisation of customer relations. In an increasingly connected and interactive world, the impact of digital on customer relations must be integrated into the global strategy of companies.

What are the challenges of digitalizing customer relations? What business opportunities can it foster? Also, what are the limits of the digitalisation of customer relations? For a company that does not carry it out correctly? An overview of the opportunities offered and the challenges to be mastered.

What does it mean to digitalize your customer relations?

We all know that the digital revolution is manifested by the multiplication of mobility tools (smartphones, tablets) and digital communication channels (social media, FAQ, e-mailing, web call back, click-to-chat, click-to-call, etc.). As a result, the more connected the consumer is, the more informed and demanding they are. Accustomed to sharing their opinions on social networks and commenting live on their online purchases, the customer is now an integral part of the production chain.

Thus, the link between companies and their customers is undergoing major transformations. Almost all large companies (97%) are naturally present on the fixed Internet, but only two-thirds of them are present on mobile. In terms of social networks, a quarter of companies that have set up communities do not (or do not sufficiently) manage them. The figures are more positive for the in-store experience, as more than 60% of companies offer a digital experience at their points of sale, via access to touch screens or payment by smartphone.

To meet the challenge of a quality digital relationship at all stages of the customer’s journey. Whether it is to meet your products, your brand, or your company, collaboration is essential between the various departments. Marketing management, financial management, information systems management… It is no longer a question of defending one’s own turf in a logic of differentiation. On the contrary, each employee becomes an essential building block in the digitalisation of the customer relationship.

Why digitize customer relations?

Changing consumer habits and expectations have profoundly affected the relationship between companies and their customers. Consumers have higher expectations of their experience and this is a result of the change in their shopping journey. Now, when a customer comes into direct contact with a salesperson, whether physical or online. His or her shopping journey has started much earlier: he or she has informed himself or herself beforehand. Consulting online reviews, read comparisons, and already obtained a great deal of information. Even sometimes contradictory.

With the explosion of overexposure to information, capturing the attention of consumers is becoming more and more complex to master. Customers are both less attentive and want more attention. They demand a privileged, transparent, and even interactive relationship with the companies whose products or services they buy. Therefore the digitalisation of customer relations makes it possible to meet these new requirements in terms of customer experience.

The opportunities of the digitalisation of the customer relationship

The purchasing process, and therefore the act of buying, has become considerably more complex with the advent of new technologies. Therefore, the digitalisation of customer relations, by responding to these complexities, offers a growth opportunity for companies that place it at the heart of their commercial strategy. It is a question of providing new business solutions to make contact with prospects, develop customer satisfaction, and build customer loyalty. All of this makes it possible, in the long term, to increase sales.

For example, the development of an omnichannel strategy with the addition of e-commerce websites. Or click-and-collect systems give companies the opportunity to use new sales channels and solutions. Companies can reach new customers or better capture their attention. The use of chatbots on online websites has, in this sense, grown considerably in recent years. Have a look at this new one: Business chat by Apple.

In addition, collection of data is gathered every day on the Internet. Offers companies a wealth of information on the habits and desires of their customers. Combined with a good definition of its target and positioning. All this data constitutes a precious base of information to know the customer journey. And respond to it in the best possible way. Thus, the use of CRM (Customer Relationship Management) software allows companies to collect data on their consumers. Enable them to refine their marketing strategy and take into account the customer experience.

Finally, the digitalisation of customer relations is also taking place at the level of after-sales service. That’s why companies must consider all communication channels. Such as the use of social networks to manage, for example, complaints, questions about delivery, or the management of disputes.

What are the challenges for the company?

The digitalisation of customer relations must meet the company’s sales objectives. It is, therefore, necessary to clearly identify what is relevant and a priority to digitalize in order not to miss the target. A specific strategy for the digitalisation of customer relations must be defined within the company’s marketing strategy.

It is a project that requires methodology and resources dedicated to the development of various analyses, in particular

• Analysis of the adequacy between the persona and the products or services sold;
• Analysis of the digital environment of the prospects and the company;
• Identification of current and desired sales channels;
• Analysis of the different existing and ideal customer paths.

In line with the company’s overall strategy

It is therefore clear to what extent the digitalisation of customer relations must be in line with the company’s overall strategy. It requires tools, resources, and management. Whether it is to produce the necessary analyses, to extract indicators to be monitored, or to define the projects to be launched, the choice of tools in which to invest will also be a key success factor. It must be done in a concerted manner, among many solutions with very different costs and which require precise technical expertise, particularly in data or CRM, for their exploitation.

It is easy to see how the marketing department is at the heart of the challenges of digitalizing customer relations. The support of a marketing director is essential to be able to manage and monitor the progress of the results of this type of project.

The digitalisation of customer relations is a growth lever. It is at the heart of the digital transformation of companies and the challenges of a society where consumers’ expectations are constantly changing. However, the mistake would be to launch oneself headlong into a digitalisation project. Without taking into account the human, methodological, strategic, and technological resources that it requires.

Find your trustworthy partner

To be successful in your digitalisation you need to use the right methods. In addition to being guided by professionals.

That’s where we come in. Powerlab is made up of a team of passionate digital professionals. We will accompany you and guide you through the process.

What do you need to do? Contact us or leave us a comment. We’d love to hear from you.

Ready to take the digital lift?

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