CUSTOMER RELATIONSHIP MANAGEMENT FROM PHYSICAL TO VIRTUAL
A strategic and technological approach to attracting, satisfying and retaining customers
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Nowadays, selling isn't just about a stall, a shop window or a chain of stores; in fact, beyond the simple fact of having a physical address, you have to add the "customer" variable. This book deals with this issue, whose vitality is just as crucial to the survival of the retailer: a retailer with no customers is doomed to close. The author has studied the question of how companies should manage their relationships with customers. This involves a physical approach to understanding the customer, i.e. Who is a customer? How can we satisfy them? And how to build customer loyalty. With the evoluti...
Nowadays, selling isn't just about a stall, a shop window or a chain of stores; in fact, beyond the simple fact of having a physical address, you have to add the "customer" variable. This book deals with this issue, whose vitality is just as crucial to the survival of the retailer: a retailer with no customers is doomed to close. The author has studied the question of how companies should manage their relationships with customers. This involves a physical approach to understanding the customer, i.e. Who is a customer? How can we satisfy them? And how to build customer loyalty. With the evolution of technology, the Internet offers a choice interface for companies to exchange with their customers, and this aspect is taken up by the author through web mechanisms to optimize customer relations. Efficient and fast, the Internet is a major ally for companies keen to expand their customer base through tools such as Chatbot, QR Codes, etc.
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