What aspects of the customer relationship are subject to digitalization?

Also called Customer Relationship Management, the customer relationship corresponds to all the elements involved in the interactions between the company and the customer. From sourcing to after -sales service, including mission management, customer relations involve many activities within companies. And through its various forms and channels, it is naturally a sector of full digitalization. But what aspects of customer relations are subject to digitization and what tools are available to companies? How to virtualize and automate written or oral interactions and exchanges?

Different customer relationship channels

Digital change has an impact on increasing communication channels between customers and companies. Among these channels, others stand out and are critical to ensuring a successful customer experience:

  • Social networks: Facebook, Instagram, Twitter, TikTok, and more.
  • Instant messaging: Messenger, WhatsApp, Viber, and more.
  • Emailing: a more traditional channel but makes it possible to reach more people;
  • Customer review platforms: Google Reviews, Facebook, Trustpilot, Tripadvisor, and more.
  • and so on.

The diversity of communication channels in relation to changing customer needs (more complex exchanges, shorter response times, 24/7 availability, etc.) is driving many companies to deploy digital tools tailored within their organization.

Digital customer service experience

More and more companies are adopting new customer journeys. And in this matter, it is obvious omnichannel marketing representing the roots of the war. So, whether it’s instant messaging, click & collection systems or even e-commerce websites, companies are doing everything they can to reach their customers faster.

The purpose of multiplying these channels is clear: to ensure a better customer experience and better response to consumer needs.
But to cope with the ever-increasing competition and the permanent change in expectations and objectives, it is important to study the data carefully in advance to adopt the most appropriate tools.

Customer relationship digitization tools

As customer relationships occupy an increasingly important place within companies, it also represents a real daily challenge. Consumers today who are in a hurry, demanding and over-informed, the adoption of customized devices proves essential to ensure the sustainability of the company. But what tools are available for the digitalization of customer relationships?


CRM (Customer Relationship Management) is a business management software that enables the adoption of a simpler organization that is more focused on customer interactions. This essential tool not only serves to channel the consumer, but also to restore the BtoB and BtoC strategy.

The chatbot

Essential for gaining responsiveness, the chatbot is the king of conversation marketing. Easy to install on a website, it allows a dedicated team to directly answer customer questions. It is one of the best solutions to streamline traditional customer service and ensure better customer satisfaction.

The virtual agent

Also called a virtual assistant, the virtual agent makes it possible, thanks to artificial intelligence, to quickly answer many questions asked by customers. Available 24 hours a day, 7 days a week, it provides consistent and personalized responses in seconds. Virtualizing the customer service aspect with a virtual agent offers many benefits: labor savings, better understanding of customers, and greater satisfaction not only for customers, but also for customers. employee.

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