Transform your customer relationships with CRM

Registration for our event "CRM: a game-changer in digital transformation" on 28/03 in Brussels is NOW open 

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“We would like to start this interview with an anecdote that one of our prospects (who has since become a client) told us”, begin our two experts in CRM and digital transformation. “This prospect wanted to take his girlfriend to a concert of one of his favourite artists and had reserved two seats on the organiser’s website. A week later he was talking to some friends who were also enthusiasts and wanted to go with them. 

 

He decided to give it a go and telephoned to see whether there were any seats left. Hallo Wim, how can I help you?’ (His mobile phone number automatically displayed his personal details and the person that he spoke to had all the details of his file). I’d like to reserve four extra places. Ah, I see you’re in row X, in seats Y and Z. I’m sorry, I don’t have anything free beside you, but I do have two seats in front and two behind you. Would that suit you? OK! 

 

And what about the payment, same as last time? Yes! In two minutes it was settled, and he immediately received an email confirmation. His phone contact even suggested another concert with a special promotion, because it fell on his birthday! Then, a few days after the concert, she called him again to see whether he was satisfied and had taken a decision on her suggestion. Our client was so surprised by this optimal experience that he wanted to improve the processes in his company!”

 

“Apps, chats, social networks… with the rise in importance of new technologies, companies can no longer be satisfied with good product marketing to stand out from the competition and attract new customers. They must now offer an exceptional customer experience, both off and online”, explains Julien Massot, CEO of Ink Consulting. “The key to achieving this? Creating a quality relationship with every contact, from lead generation to customer loyalty. 

 

By multiplying the opportunities for contact – before, during and after a purchase – digital tools have actually given customers a new power. It is they who make or break a brand’s image, success and growth now. This is quite a challenge for companies, which have no choice but to offer a positive customer experience that reassures, builds loyalty and encourages them to commit to a long-term relationship. Moreover, if customers are satisfied, they will gladly give you recommendations, positive reviews and referrals.”

 

“No more mindless speeches, mass emails and one-sided messages! As a customer, I expect companies to provide me with personalised offers that correspond perfectly to my situation”, says Alexandre. “And, better still, that they anticipate my needs.

 

I want engagement and to feel considered in order to establish an intimate relationship with a brand, in the longer term and with respect for my private life. It is therefore up to the brand itself to adapt to my tastes and values. Of course, I need to be able to reach the company easily, online, by email or telephone – it doesn’t matter how. Whatever my point of contact, the person I speak to must have all the details of my file at their fingertips.” Julien: “No more silos! Sales and marketing channels will have to be synchronised and interconnected now to establish fluid and coherent communication. CRM (Customer Relationship Management) tools can help!” 

 

 

“Yes, CRM is the essential tool for any organisation wishing to succeed in its digital transformation”, continues Julien. “It enables us to better understand each customer and their needs, by analysing their behaviour and providing them with targeted information. The data collected from all the interactions that customers have had with the company can be used, in a centralised way, to offer a personalised experience.

 

At Ink Consulting, we advocate the 360° view of customer relationships developed by Salesforce which, with more than 150,000 customers across the world, is the undisputed leader in CRM. 

 

Thanks to its cloud-based architecture, it provides organisations of all sizes with a secure, scalable platform and a variety of functionalities: lead-to-cash tracking, customer service optimisation, marketing strategy creation, etc. Everything you need to improve processes, streamline flows and increase productivity is possible!”

 

Alexandre: “Its point & click interface is super intuitive, very agile and makes information accessible to every department in the company, which can consult it from any device and enrich it online, thereby providing a complete and coherent view of customer data. No need to worry about infrastructure, security or maintenance! What’s more, when traffic or usage peaks, Salesforce automatically upgrades systems to guarantee performance and continuous availability. 

 

Thanks to the configuration setup, you are always sure that everything is compatible with the latest updates. All you have to do is to keep up with the times, and any new technologies that may come on to the market will be integrated as they come along, and that includes your licence. Best of all, via AppsExchange, you have access to a library of ready-to-use compatible apps, developed by numerous partners.”

 

1. Choose your CRM solution according to your needs and objectives. 

2. Set goals and KPI to measure the effectiveness of your CRM. 

3. Empower and train your employees to use your CRM. 

4. Communicate throughout your CRM project.

5. Integrate your CRM with your existing systems and applications. 

 

“Implementing a CRM is a very profitable investment, provided that you understand why you want to transform digitally and the added value you’re seeking to achieve”, says Julien. 

 

“The multiple functionalities of a CRM like Salesforce allow you to develop all sorts of things. We help companies by starting with the list of processes to be optimised, making sure to use the tool that brings the most value, at the right time. Then we proceed step by step. A CRM is never a short-term solution, because as soon as the company understands the added value it provides, it will want to develop its sales, its service and its marketing.”

 

 

“Belgian companies are all aware that customer experience is a key strategic factor for their development”, concludes Julien. “Unfortunately, the majority of them don’t yet realise how far behind they are in their digital transformation. They still often manage their data with Excel spreadsheets, don’t work collaboratively, and don’t really know their customers.”

 

With this mindset, how can they cope with foreign competitors, especially Amazon and Uber which, with their technological mastery and optimal service, have now imposed a new standard of quality in customer experience?

 

The main challenge for our Belgian companies? Finding ways to innovate and improve their digital transformation. This will involve adopting more advanced technologies like CRM to deliver a phygital and therefore more fluid, more personalised and omnichannel customer experience. 

 

They will also need to develop new products and services and implement more effective digital marketing strategies. Furthermore, they will have to find ways to use artificial intelligence (AI) and analytics in order to improve their decision-making and operational processes.

 

The advantage with the Salesforce CRM tool is that you can catch up very quickly. “In a couple of months we can set up your e-commerce, your email platform, and even AI – provided you have a clear vision, and know why you should do various things and how to add value to your customers. It takes courage to understand and not to continue doing what you’ve always done. It’s not too late, but it is time to act!”

 

Ink Consulting is a Brussels-based consulting firm specialised in digital transformation and CRM issues using Salesforce technology. Its consultants support public and private organisations with innovative, customised solutions in the areas of sales management, marketing, CRM systems, change management and employee experience.

At the start of 2022, the Belgian company joined the NRB Group to strengthen investment in Salesforce technology and extend its range of services. 

 

 

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Do you want to learn about the latest developments in CRM and customer experience? Register now for our conference “CRM: A Game-Changer in Digital Transformation”, on Tuesday 28 March 2023 (in English). 

 

During this event you will learn how your organisation can better manage and interact with its customers thanks to CRM. You will also learn how Salesforce tools and CRM processes can improve customer experience and increase customer satisfaction and loyalty. In addition, you will learn about the latest innovations and trends in the industry, as well as best practices for implementing an effective CRM system.

 

Participants will also be able to attend thematic workshops (Public Sector - Life Sciences/Industry – Customer Data Platform (CDP)), put their questions to the experts and share their experiences during a “walking dinner”.

 

 

Don’t hesitate to contact Julien Massot (jmassot@inkconsulting.be)