Daniel Casarin, entrepreneur and independent analyst, is dicat to the world of communication, marketing, business design and digital transformation. With over 20 years of experience, he explores the impact of emerging technologies in the economic and organizational fields. Through Adv Mia Lab and other entrepreneurial initiatives, he connects his multidisciplinary expertise to the world of business.
One of the fundamental aspects to make an
Offer more appealing is knowing who that offer is intend for . For this reason, companies today are willing to invest large resources in an in-depth knowlge of their customers, both current and potential. Tastes, nes and desires, expectations, online and offline behaviors: these are just some of the elements that can be collect and evaluat to improve the purchasing experience. To collect this information accurately and precisely, we rely on increasingly technologically advanc tools .
Key points of the article:
- CRM (customer relationship management) and CDP (customer data platform) are two of the major marketing and sales systems available today to collect and manage customer data.
- A CDP (customer data whatsapp data platform) is able to offer a complete and unifi vision of the customer’s problems and nes, not only in relation to the purchasing process
- The CDP offers a clear image of the customer to build the customer experience, while the CRM is an executive tool to be us alongside other marketing tools such as email automation and customer support.
CRM (customer relationship management)
And CDP (customer data platform) are the best performing tools on the market today . Although very effective, they present profound differences both in their management architecture and in the data they are able to offer.
In general, CRM (customer relationship aqb directory management) was born as a tool to support sales, while CDP (customer data platform) has features design for marketing. But the effectiveness depends a lot on the use that is made of it in each reality.
In order to understand which tool to adopt to improve business activity and external communication, every company must first have a good Неабходныя жорсткія і мяккія навыкі выбітнага мэнэджара супольнасці! understanding of the differences, potential and limits of both tools .
There is no better tool than another, there are objectives to be achiev and elements that can actively contribute to achieving them.
Every customer today experiences multiple interactions with the company before purchasing : evaluates each product, compares different companies, asks for information and reads reviews. Only after a long process of research and reflection, often interrupt over time and then resum, the customer evaluates whether to complete the purchase, online or in a physical store.
During this journey there are many points of contact with the brand; for each touchpoint, the company offers a communication method, content, a level of reactivity and a particular ability to accompany the customer towards the purchase. In each of these points of contact the success of the relationship and the image of the brand are play out .
Companies today know well how important it is to be present and effective in every communication with the potential customer: from the request for information, to social channels, through navigation on the website and in-store assistance.
There are tools available
Customer knowlge is the fundamental element : only by knowing the customer’s tastes, desires and habits will the company be able to offer an experience in line with their expectations and create satisfaction.
