Personal customer contact as a success factor in a digitalized world
Even in the digital age, customer emotions are primarily sparked through personal interaction, according to a recent study by ZHAW. However, many companies lack customer data—a problem that should be given greater attention and addressed in order to ensure successful marketing.
Managers have always had to keep their company on track. In the digital age, however, the possibilities for doing so are multiplying exponentially. New communication channels, new content, new evaluation options, new tools, new perspectives, new methods - all of these should be analyzed and used strategically for your own company. Across all industries, the question arises of a possible reorganization of marketing, which is also a key to successful corporate management today.
The challenges of emotionalization lie in customer care
A study by the ZHAW Institute of Marketing Management (IMM) shows that emotions are still generated through personal contact. The starting points for this are problem solving, recognition, service excellence and individualization. The fact that this is in conflict with digitalization is hardly confirmed from a company perspective. However, an important hurdle is the availability of customer data, which is particularly noticeable for companies with direct customer contact. In principle, only around a third of all companies believe that they have sufficient customer data available. The challenges of emotionalization therefore lie in customer care, among other things.
Satisfied and loyal customers therefore depend primarily on employees and their behaviour, even in times of digitalization in marketing. Above all, employees' communication, customer management and digital skills should be strengthened for this purpose. CRM as sales support is the top trend in customer care at Swiss companies in 2017. Customer insights, data availability and the right timing through trigger-based marketing are crucial.
Small steps towards the digital age
Although the vast majority of companies have long since recognized the trend towards digitalization, the resources, methods and tools of the digital age are still only being used by around a third of the companies surveyed. The degree of digitalization in the areas of marketing and sales also shows that many companies have only taken small steps towards the digital age. The digital transformation in marketing as a manifestation of the global megatrend of digitalization will continue to be highly relevant for Swiss companies in the future. Managing directors and marketing managers have the task of drawing the right conclusions for their company.
About the study
The "Swiss Marketing Leadership Study" will be published for the third time in 2017. The Institute of Marketing Management at the ZHAW School of Management and Law randomly selected 1978 medium-sized and large companies, 402 of which completed the questionnaire. The detailed results of the study were published on September 27, 2017 at the Dolder Grand Zurich as part of the Swiss CRM Forum. The study can be here be ordered.
