CUSTOMER-RELATIONSHIP MANAGEMENT

Robert Gordman, business management consultant and the author of "The Must-Have Customer" speaks about the importance of customer feedback to companies:

"If you really want to find out what is essential for your business, you have to talk to those who already are your loyal customers. They are the only ones who can tell you exactly why they buy your products."

A changing and digitalising environment

How do consumers' needs develop? Where do new customers receive information about your company? How does your customer service perform? Do your services correspond to the needs of your customers? How satisfied are customers with your products and services? How are your services consumed? In what direction should your products and services be developed?

All these questions have grown to pose quite a challenge as consumer behaviour has become digitalised. The company's service process, from customer acquisition and maintenance to customer-relations development, is not at all straightforward nowadays. There are a number of customers who will not set foot into a store, but instead want all or some of the services online. Usually, a more flexible service for the customer translates into a more complex service for the company.

Developing customer-company interaction

Understanding and developing companies' customer interaction is one of our key areas of expertise. We act as middlemen between businesses and their customers, helping companies to interact with their customers from the first contact all the way to after-marketing.

In addition to measuring customer satisfaction, we help companies to understand the whole process of customer management from the customer's perspective. To build a complete picture you need to take into account several elements, such as the information channels used, the functionality of ordering and delivery processes, and the effect of after-marketing on the customers.

When the customer perspective really has become a core value for the company, it results in better allocation of investment, more successful marketing efforts, and a more loyal customer base. All this eventually leads to a better image and a more profitable business.