In an increasingly competitive economic environment, customer relationship management is at the heart of the long-term success of many companies. More than ever, getting to know customers well and retaining their loyalty is an essential prerequisite to companies’ successful development. More than ever, Relationship marketing becomes a priority as most large groups have gradually moved from a product-centric to a customer-centric approach. As such, the CRM global market is expected to experience an unprecedented boom in the next years worldwide, but also in Europe.
Customer relationship management proves to be of use in different industries, digital-focused or not. More than half of companies in the information and communication sector use CRM software in order to process and analyze customer data in France. CRM usage is three times more prevalent among bigger companies than smaller ones. In France, a large part of the production sites for the customer relationship outsourcing market are located in the Hauts-de-France and Ile-de-France regions and this market has reached a total of 2.6 billion euros for 2018.
The chatbot is a tool that quickly became a must-have in terms of customer relations. As a software application, it gets into a dialogue with customers directly via chat without using or contacting a human agent. This instant messaging, in addition to being a marketing tool, allows customers to obtain customized answers to problems they may have encountered. Chatbots were the most implemented and sought-after bots by companies, before voicebots and callbots. Productivity and time gains were the first benefits listed by companies which set up such bots among their processes. Indeed, chatbots allow to process more requests at the same time in less time than human agents. Natural language processing, which aims to create natural language processing tools for various applications, was understandably the most interesting feature a bot could possess, according to marketing professionals.