It is no longer limited to after-sales service and occasional troubleshooting; it now encompasses a global and durable customer experience. CRM is no longer an option: it is perceived as a powerful means of differentiating from competitors and building customer loyalty.
A business that finds the keys to the "consummate customer experience" does so thanks to a coherent approach that includes a careful mix of its own corporate values, its customers' aspirations and the measures taken to satisfy them. It can then reasonably expect its clients to remain loyal and even become veritable brand ambassadors.
Sofrecom and Kéa, who express their viewpoints in this issue, help enterprises to define a customer experience consistent with their own culture and to anticipate future services and tools.