What was your approach to the issue?

The suggested approach, firmly client-oriented, was intended to move from a purely “interested” program to one that was also “interesting” for the client.

To achieve this, the chosen approach was based on the complementarity of the modes of relational proactivity:

• The client’s life moments, to engage and maintain a dialogue with clients on subjects that interest them according to their “personal” or “collective” life events;
• The key moments of the customer’s life cycle, in order to continue the dialogues initiated by The customer relationship actors during interactions linked to the customer journey;
• Communication opportunities for the brand, such as brand or market events.

Once these triggering events were identified, the objective was to identify for each one the themes of real interest for the customer and on which the brand was relevant and legitimate to communicate.

At the end, the relational scenarios were defined and progressively implemented.

What was the key to your success?

The organization’s ability to question itself, by moving from a relational model that was self-centered on the promotion of its products to a model that took into account the real expectations and aspirations of its customers in order to build a long-term value relationship, was a determining factor in the success of the project. Moreover, the contribution of the methodological approach to the internal development of the customer culture was particularly welcomed in a context of more global transformation of the company through the customer experience.