With the Covid-19 pandemic, the digital transformation of our society has accelerated in three to four years. forcing businesses to change at a rapid pace almost reminiscent of the turmoil of the early Internet.
While this change is long overdue, its implementation will not make it easy to meet one of the biggest challenges constantly faced by growing companies: how to continue to meet the demands of its customers if they could be more?
Before attempting to address customer needs, you need to first understand who they are, by consolidating a single and reliable source of customer data that can take advantage of the technology. But in reality, many companies use complex IT systems, based on different data silos or older CRM software. It is difficult in this context to guarantee a consistent customer experience between different communication channels and points of contact …
Understand the complexity of technology
The lack of technological integration in a CRM is a source of controversy in the customer journey. Using the wrong tools can be very costly in the long run, especially if teams lose important information, causing them to lose marketing opportunities.
Sustainable growth is only possible with a simple, consistent and orderly data ecosystem across all sales, marketing and customer relations departments. CRM technology can then connect all the data to harness its potential and create a seamless customer experience. Today, having a unified and unparalleled CRM is undoubtedly the primary challenge for the success of organizational transformation and growth projects.
Overcoming the complexity of technology
Even before the pandemic, companies were already using 120 devices on average  just inside the marketing department! While it is true that no single software or tool can meet all of a company’s needs, it is still important to understand how these tools work with each other.
Before introducing a new technology, an audit of existing solutions is necessary. When it comes to digital needs, there is no one size fits all solution. Every platform, every technology and every service has its own purpose and challenges. So it’s important to understand this before embarking on a technological change.
Innovation than meaning is endless, auditing needs to be done regularly to discover new ways to manage your data effectively. Who knows, this exploration could also open up new horizons of applications that can save employees time, save money or consolidate technologies, for the greater benefit of the customer.
There are many enthusiastic and new companies in France, determined to grow. But ignoring the complexity of technologies can be a brake on this development. Once the technology stack is understood, redefined and further simplified, companies can improve the digital customer experience. CRM can put on its new clothes. And this is the first step towards sustainable growth.
Author: Julia arrivedDirector of Marketing in France, HubSpot
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