From traditional to individual, context-aware, real-time customer interaction

Executive summary

Recent technical and social shifts have led to drastic changes to the way customers and companies interact. Specifically, the rise of social media and digital channels has provided companies with the opportunity to learn more about their customers and to contact them more quickly and directly. At the same time, customers’ expectations of companies with regard to customer management, customer service, and marketing have evolved.

This study analyzes how companies adapt their customer relationship management to deal with the challenges and opportunities that have come with this change. It provides evidence that companies are transitioning their customer relationship management to focus more on individual customer interactions and real-time engagement but that there are differences in maturity levels, both between and within industries.

Key findings

  • Relevant real-time customer interaction is gaining in importance
  • In future, the client chooses the channel of communication
  • Proactive 1:1 customer service based on customer insights will become a factor of differentiation
  • While the use of social media for CRM is met with mixed feelings by some interview partners, other digital channels are adopted rapidly
  • The efficient use of existing data is more important than the collection of all available data
  • Silos need to be broken down, both in terms of organization and processes
  • Companies face regulatory barriers when it comes to data collection and usage; a cyber security governance framework is advisable to mitigate risks

Get the full study here