Customer in the Business Center

Customer Relationship Management (CRM) should guide a company's upcoming investments focused on the consumer experience. In an exclusive interview with Giro News, Edmar Bulla, CEO of Croma Group, a company specialized in consulting, research and training, reveals that the concept means, in practice, "putting the client at the center of the business strategy". "From now on, knowing the customer is the factor that will ensure survival for companies. Retail needs to combine two important fronts: technology, which is able to deliver insights from data, and humanization, to personalize service." It is essential, however, to be careful with access to consumer information, according to the new provisions of the General Data Protection Law (LGPD).
For Bulla, humanization happens, for example, when the attendant identifies the client's communication profile and adapts their language. "It is necessary to invest more time in analysis and planning according to the specificities of the business, such as channel, competitors, square and format of the flag, and then execute the projects and monitor the results." The entrepreneur points out that companies that do not invest in customization will be doomed to failure or stagnation. "Price everyone can copy. You can't expect a product to be released to think of something different for the business. The portfolio strategy should serve customer needs, which must be constantly monitored."
After-sales is a stage that should receive more attention from retailers, according to Bulla. "Most consumers have a problem with delivery and return, and retailers tend to ignore that. The market has become accustomed to a model of dedication to sale, but the experience with the brand and the product happens later", he explains. "Time pressure or resource scarcity are levers of opportunity for innovation." According to the CEO, at this time of pandemic, entrepreneurs were forced to innovate quickly. "Brazilians seek discounts at the time of purchase and, in times of crisis, he wants greater payment terms," he concludes.