14/09/2022
Only one in four companies integrate all available sales channels – online, social, mobile and in-store – into their customer relationship – and only 17% of businesses are ready to support customer interaction via mobile devices, a study by SAP.
In the digital age, when consumers are always on the move, it is necessary for businesses to be able to have a single, overall picture of customers and potential customers, providing them with consistent and relevant information about their purchasing behavior through all marketing channels.
However, only a quarter of companies have real-time access to contextual data about customers and visitors to help them build a dynamic 360ￂ profile of consumers, which they can continuously update to personalize shopping experiences, the SAP study shows .
According to the research, 61% of business leaders are convinced that the sales departments and IT systems dedicated to customer relationship management (CRM) that they currently have do not provide all the necessary information about current consumers.
"Today's consumers are always connected and well informed, but businesses are lagging behind them, both from the point of view of understanding the customer profile, and from the perspective of connecting with them at the "omnichannel" level. Therefore, companies must, more than ever, look beyond simple CRM systems and choose solutions aimed at digitally transforming the customer experience, allowing them to interact with brands in a simpler, faster way and more efficient," said Brian Walker, chief strategy officer, SAP Hybris.
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