The advent of digital technology and mobility has revolutionized customer behavior. Faced with these challenges, Micropole helps you to answer the key question: what relationship do you wish to develop with your customers tomorrow?
This question holds true through the entire life cycle of the customer relationship, from upstream prospect detection and engagement, through to downstream partnering of the customer experience on your products and services.
CRM (Customer Relationship Management) and CEM (Customer Experience Management) are two complementary and inseparable concepts for managing the customer value life cycle.
Traditionally, CRM perceived the customer relationship from the corporate perspective. It was then a question of improving the management processes of the customer relationship: marketing, sales and service. This approach was essentially guided by the optimization of costs and productivity gains.
The extraordinary impact of digital technology and ensuing changes in customer behavior now incites you to perceive the customer relationship more and more from an end-user perspective. It’s a question of changing the angle of perception, this time by putting service quality and customer satisfaction concerns at the heart of your strategy.
A complete and reconciled vision of customer information is the basis of experience development. The capacity of unifying all customer data through all channels is a major stake, given that the volume of available data is constantly increasing.
So as to deal with these data-related subjects, we have a team of specialists dedicated to customer information management within our digital agency.
Given the speed at which things are moving and the profusion of innovations in usage and digital technologies, it is difficult to make mid or long-term target projections.
We recommend agile and learning approaches, which enable directing and partnering the progressive transformation of your business model. We are convinced that it is necessary to re-think the traditional approach to CRM software integration projects to limit not only the ‘tunnel effect’ inherent in these projects, but above all to re-set the goals of this engagement.
The maturity of the CRM market on classical sales, marketing or customer services processes enables us today to base ourselves on vertical solutions. For that we have an array of accelerators, notably in the media, education and distribution network facilitation areas.
Customer relationships are first and foremost a question of attitude; a position aiming to create intimacy, attractiveness and conviction so as to make your customer a life partner! Transposed to corporate level, the complexity lies in the sharing of these objectives in terms of management, organization and human impact.
The CRM vision is therefore overall and integrated: business, organizational and IT based.
Knowing and recognizing: your customer data must have a secure and consistent information management basis. This is the back office dimension, the keystone.
Engage, inspire, animate…: your customer path must include agile processes using different physical and digital channels. This is the front-office dimension, guided by usage and user-friendliness.
Connect: the front office services of the information management base are the challengers. It’s the middle office dimension which requires real-time speed, agility and a high level of scalability.
Bring IT and business closer: this prerequisite is indispensable. It implies re-inventing the operating mode of your units to build a lasting and close relationship between your different business managements.
Our organization enables us to offer our customers differentiating expertise and reactivity, notably in the context of short cycle projects.
Our teams are structured by managers who have long-standing working relationships and who share the same vision. Together, we have partnered many CRM initiatives for over 10 years.