It is a fact that the changes in the Digital world, accelerated by the pandemic, have radically changed the role of the customer and the consumer when they interact to companies.
If in the pre-digital world, a customer had a more passive and reactive posture, while today she is more empowered (due to 4 main factors, which Andrea describes in the lecture), more demanding, detains power, and expects nothing less than 100% customization and absolute transparency.
How to change our current CRM formats then?
Andrea lists 3 main pillars of change, in this engaging keynote which is perfect for Marketing and Sales teams:
1 – “Know who you are talking to”: use the data to personalize the customer journey;
2 – “Do not sell a product or service, but an experience”;
3 – “Humanize the conversation”: practice active listening and as
