More than just customer management: experience in focus

Customer experience given a predominant role in medium-sized enterprises and the public sector

More than just customer management: experience in focusCustomer experience – this concept, which was practically unknown in Hungary a few years ago, is becoming a dominant element in business activity in an increasingly wide range of companies. In addition to large corporations, smaller-size businesses and the public administration are also making efforts at the smoothest possible communication with customers – this is a brief summary of the lectures delivered at the CRM & CEM conference entitled "From customer management to customer experience", organised by IDC Magyarország.

The significance of customer experience is increasing exponentially in every business area. The CRM conference organised by IDC Magyarország and supported by T-System Hungary as a principal sponsor, customer experience management (CEM) was given a pivotal role.

One of the milestone findings of the forum is that the conversion of contact and communication channels will result in far-reaching changes in customer relations management (CRM). Customers increasingly seek information or keep contact with a company, a brand, a product or a service by telephone, through websites and the social media. Their expectations change accordingly: instant access, uninterrupted 7/24 availability, customized support.

These tendencies also affect the public sector. “As the concept of a service provider state requires public administration to undertake an increasing number of tasks, the improvement of process management and operational efficiency are also given priority objectives. The similarity of activities, on the other hand, allows the application of CRM systems, originally developed in response to demand from business organisations, in public administration”, stressed András Komáromi, head of T-Systems Hungary’s CRM Competence Centre in his lecture. He added: support to the complex organisational, authorisation and approval structures, management of the various channels and process focus are primary tasks in both the public and the business sector. The two sectors differ, however: in public administration marketing and sales are uninterpretable as objectives, as “unprofitable customers” cannot and must not be squeezed out, and the number of products and services is usually far less than in the private sector.

“Communication is increasingly important not only in everyday life but also in business. As part of this process, customer experience is coming into the limelight, and a predominant role is played by innovative solutions and the spread of mobility”, Péter Szabó, Senior Product Consultant of T-Systems Hungary pointed out in his lecture.

“Nowadays numerous companies are faced with the challenge that they are required to implement campaigns to increase loyalty through an increasing number of channels from a shrinking budget. This is only possible by efficient, streamlined campaigns. These complex objectives may be met with the help of the various campaign management software tools that are already available” explained Rózsa Tóth, senior analyst of T-Systems Hungary, in her lecture.

The role of customer experience in marketing was tackled by Attila Biber, head of Application at Oracle, while the interrelationships between the cloud, mobility and customer processes were outlined by Microsoft specialist István Wentzel. The significance of a full-fledged customer image was stressed by Gábor Túróczi, presales specialist of SAP Hungary Kft., while integrated marketing management was detailed by Tamás Bosznay, CRM consultant of SAS Institute Hungary.

Two panel discussions were also held during the conference. Within this framework the experts analysed the utilisation opportunities of the so-called Big Data and the interrelationship of customer experience management and customer management.

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