Current affairs

Thursday, 18 de February, 2016

Held on Tuesday 16th February at the Madrid Campus, the Adigital conference: success through CRM was led by Hideki Erigh Hashimura, CMO of REDK.NET, a consultancy specializing in the implementation of customer loyalty software.

Hashimura shared some insight into the keys for managing to generate value and make a company much more competitive. CRM is a transformation project that involves people, processes and technologies. “Generating CRM is innovation, one of the most complex areas of a business, which requires great deal of investment”. In addition, he highlighted that it is crucial to adjust to changes in consumption trends and behaviour in order to adapt the company’s strategies and maintain competitiveness.

Hideki Erigh

What is the objective of CRM?

Adding a layer of added value to the products and services that we provide to our customers. This is the only way in which we manage to become more competitive on the market and be able to sell more and better. Generating value and adapting it is fundamental to being able to compete on the market. The challenge is identifying what the concept of value really means, and that is the most difficult thing. The perception of value changes depending on the individual’s profile.

What does value generation involve?

Value generation occurs when a customer can access a product or service with the least possible effort. By effort, I mean the sum total of time, money and negative emotions. When we have a grasp of this concept, we understand what we have to do to apply it to our value proposition. In order to generate value, we have to exceed our customers’ expectations.

How important is technology when it comes to generating value?

It is necessary to implement technologies in order to generate value. Working in a customer-oriented way and adding value on a unified platform. Consolidating a single customer perspective, creating a 360 vision of the customer, fluid expectations, enabling conversations and facilitating multi-channel communication. Using segmentation (not all customers are the same, we have to work in groups), contextual marketing and our capacity for analysis and reporting.

What is the Customer Journey?

It is value generation on an everyday basis: before, during and after, then back to the start of the cycle. To achieve this presence, companies need to have multichannel capacity (website, apps, SMS, email, chat, social media, etc.). The key is not simply having these channels, but defining how they are used.

How do we start to differentiate ourselves?

By creating a brand promise. This is an extremely complex concept by if we can manage it and it can be achieved, we start to differentiate ourselves. In this way, we create positive emotions and recurring purchase behaviour.

What role does the customer have in all this?

Customers want consistent, continuous and fluid experiences both in the real world (offline) and in the digital universe (online). The ideal scenario is creating positive and consistent experience that is produced continuously by all of the employees and channels throughout all interactions.

What role does interaction play on a CRM platform?

CRM consists of centralized data and fluid processes underpinned by technology. The centralization of data and management generates “operational efficiency”. This enables a much more sophisticated, personalized and effective relation with the customer. This analytical capacity is known as Customer Intelligence.

¿What capacities are required in order to influence purchasing processes?

The centralization of data and management, fluid processes and platform (usability), actionable knowledge (360 customer vision, data, information), multichannel capacity (unified and consistent message, contextual marketing contextual and the capacity to incorporate new channels), online and offline continuity and consistency (synchronizing digital actions in the online world) and the ability to measure KPIs (obtaining real-time data).

What obstacles may customers face?

They are often faced with confused access to information, inconsistent messages and lack of accessibility in terms of the channels. These obstacles must be overcome by gaining contextual knowledge, an accumulation of data that we convert into knowledge. Armed with this knowledge, we have to develop an easy-to-use platform that generates a consolidated vision of the information and ensure a good experience for the user. The conservations with customers have to take place on a multichannel basis in order to be efficient. We have to strive to create exceptional, positive and consistent experiences.