Competitive markets, even saturated ones; digital transformation; new requirements from customers; the weight of social networks: companies face many challenges. In this context, the quality of the customer experience becomes a strong way to differentiate and build loyalty.
Here again, digital options transform the state-of-play by enabling companies to get firmly in the heart of the customer experience, in the BtoB as in the BtoC: by offering an omni-channel relationship, ensuring the continuity of the customer journey, bringing more responsiveness and so on.
To integrate these new tools, the company must change how it interacts with customers and also the roles and skills of its teams. Marketing is reinventing itself, tools are evolving, the salesperson is becoming a consultant, an embodiment of the brand, even an advertiser.