Six-part topic series: Drivers of digitalization - 2: Drivers: Customer experience

After providing information on the platform economy in the first part of this series, we are now focusing on the customer experience as another driver of digitalization. The need to provide customers with a positive shopping experience is, of course, nothing new. However, in the context of customer experience, many companies have only now realized that the pure service character of business software has been neglected in recent years. Good business software must have the necessary features to enable users to optimally control and analyze the customer experience. It is also conceivable to specifically expand existing software solutions in the direction of service and service processes. For example, the options for integrating various social media channels as required should be significantly improved.

The trend in the CRM environment is also moving towards customer experience. A good CRM system must have two things: The functional options to individually control and reliably evaluate the customer experience, as well as the ability to seamlessly link it with other systems in order to create ecosystems that meet requirements. After all, an optimal customer experience can only be ensured if sales, marketing and service work together smoothly and exchange data with each other. To make it as easy as possible for users, CRM system providers should also pursue a platform strategy and support holistic end-to-end processes. In addition to the standard CRM basic functions, CTI (Computer Telephony Integration) functionalities and AI-supported processes in the areas of lead and opportunity management, predictive analytics and route planning are increasingly in demand.

Next driver of the topic series: Augmented Analytics
Author: Dario Waechter