Business Case
Digital ecosystem and multichannel synergy
The challenge
A European leader in B-to-B VAD wants to improve its knowledge of the customer and the messages addressed to them. He also wishes to develop multi-channel synergies by accelerating digital transformation and optimizing the management and allocation of investments
Our approach
- Carrying out a diagnosis of the current system and defining the target organization
- Creating a multi-channel Marketing and Sales Department integrating all on and offline communication channels
- Developing a multi-channel customer knowledge centre
- Writing all job descriptions
- Defining the transition plan and supporting the teams in this plan
« By changing our communication model and creating a pole dedicated to messages addressed to our customers, we have considerably improved the effectiveness of our customer communication. »
Benefits
- Transition from product-oriented to customer-oriented communication
- Collective awareness by teams of the strategic challenge of customer knowledge
- Improved efficiency of customer communication through more consistent messages : elimination of duplicates and contradictory messages