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The four personalities of customer centricity

  • Marjolein Callant
    Marjolein Callant

I must confess that I am a bit demanding. I get annoyed when I have to fill out an online form twice. When I want to return the nice green jacket I wrongly bought for my daughter, I expect that I can hand it in at every branch of that brand. In other words: as a consumer, you could call me spoiled. As a customer specialist however, I know how challenging it can be to deliver that seamless customer experience.

Can you keep me happy?

In a recent SAP survey, Belgian CEO’s declared customer experience (CX) to be a top three priority for 2020. Four departments face the customer: sales, marketing, services and e-commerce. The challenge for each company is to make those operations work together to create a perfect experience on the journey of each customer. So, to keep me happy as a customer, a brand has to cover all the moments we interact since I laid eyes on my daughter’s green jacket until I receive a new one in the right size. Sounds simple? All personal experiences today are more than ever determining our behaviour and expectations in the B2B context. Because there too, we expect a digital, fast & personalized experience.

Bye bye silo’s, hello customer journey

At Flexso, we strongly believe in SAP’s Cloud CRM suite SAP Customer Experience. It has a deep functionality for each of the four customer departments and connects them on each level: interface, data, processes and functionalities. It works natively with SAP S/4HANA, the digital core of SAP. At maximum deployment, SAP Customer Experience means the end of siloed data and excellence on the customer journey.

Start simple, stay simple

Most companies we have worked with started automating one department. This is a perfect way to operate with SAP Customer Experience, which is a fit-to-standard cloud application. The underlying database structure and the built-in processes based on best practices, are cross-departmental. The takeaway for you: whatever you fine-tune and personalize in the SAP Customer Experience portfolio for your own department, it stays in its core, fully open and connectable to other departments.

This architecture is good news for IT maintenance costs. Updates are performed on the core. Your integrations with other applications or customized programming are not affected and stay fully functional. Start simple, stay simple.

The four personalities of customer centricity

We will provide in the coming weeks some extra postings about the CX challenges for the different departments.

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How does Erik, head of the sales department, enable his sales team?

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Meet Lien, guiding the marketing department to better customer engagement.

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Koen of the service department is streamlining cross-channel customer fulfilment.

>> Read more
Karel is building an e-commerce platform that can keep up with the increased need for delivery speed.

>> Read more

Improving the customer experience is crucial for both B2B and B2C companies

Discover the interview on our B2B Customer Experience seminar about the benefits of CX for companies. We also got two of our customers, Puratos and Ethnicraft, on board to talk about their experiences with SAP Customer Experience solutions.

Are you ready to create the ultimate customer experience? Contact us to discuss how we can improve your customer journey!

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Flexso

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