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The integration with the new communication technologies, especially in the mobile sphere, the social aspect of participation and collaboration, and the spread of multichannel approaches have become crucial for creating CRM solutions that add real value. It is vital for companies to conceive and implement a relationship strategy based both on customer behaviour drivers and on the company’s own distinctive features.
Reply has built a strategic CRM framework that exploits customer-journey mapping and analysis through a detailed, comprehensive vision of the customer experience. Companies gain the tools and solutions they need to engage targeted prospects and customers.
Reply’s framework does not just support the process of transforming a company’s CRM model; it can also be integrated with existing procedures and structures, through our long experience in end-to-end governance of functional and organisational processes. And by exploiting the group’s expertise in digital communications, social media, gamification, the Internet of Things, mobile and big data, Reply devises new techniques and methods for establishing an
omni-channel CRM strategy.
Reply’s framework for a winning CRM strategy has 3 fundamental drivers: touchpoints, platforms & services, and data.
Through a strategy based on integrating multiple touchpoints, companies can more effectively engage their leads, prospects and customers, by making the experience more appealing, personalised and unified across different channels. Besides enhancing the experience, the objectives of a touchpoint-led strategy include capitalising on the data generated by the users during their
"customer journey". Digital touchpoints now offer the perfect trade-off between effectiveness and efficiency.
Traditional CRM platforms and services enable organisations to create targeted context-sensitive messages, offers and promotions to send directly at the touchpoints, whether online, offline or at the point of sale. It all adds up to a wealth of new business opportunities. The strategic aim is to offer the right product, service or message to the prospect, lead or customer at the right time and in a consistent manner.
Consumer-generated data is now one of the most important assets at companies’ disposal. A digital strategy is based on measuring and monitoring
customer value by analysing the data. Thus, firms can turn the raw data into information that they can use to identify customer segments. The ability to filter, enrich, process and transform large amounts of data into knowledge is now a tool for creating new business.