It’s all about stakes and strategies! With more than 15 years of experience in CRM projects, this former HEC alumnus is always motivated to remind us of the importance of certain skills to be cultivated internally, for companies subject to more and more competition: customer experience design, data capital quality and valorization skills, the relevance of CRM processes, marketing strategy and the spirit of innovation.
All posts from Eric Blanche
Digital marketing: from consent management to zero-party data
How to differentiate yourself from your competitors? The issue is now more critical than ever. In a previous blog article, we talked about Responsive Customer Experience, a new marketing paradigm...
Digital Marketing: your business repositories are more valuable than you think
We provided in a previous article the definition of Responsive Customer Experience, a new marketing paradigm that allows brands to stand out significantly. However, the challenge lies in managing to...
Customer Experience: a new digital marketing paradigm
Customer Experience has been at the forefront of marketing agencies' and departments' discourse for a number of years…and more importantly, a key enabler for the transformation of customer paths and...
Marketing Strategy: why and how to implement a Customer Data Platform
In my previous article, I explained that, this year again, we would see a surge in business digitalisation, and that this would accelerate some already observed trends: namely, hyper-automation, AI directly...
Software is (still) eating the world
Around mid-December, a big private tourist estate in Ile-de-France (region of France) launched an email campaign to ask its customers for help, in the wake of the disastrous year that had been 2020....
Is your marketing science?
Is marketing science or art? It seems that the only correct answer to this good old question is "a bit of both". That being said, its scientific dimension has gained some serious ground over...
Businesses should continue their digital transformation journey despite these times of crisis
The introduction to our previous article, "Customer Experience: high quality performance starts with data collection", quickly established that the current crisis and lockdown had caused remote collaboration and e-commerce projects...
Customer Experience: high quality performance starts with data collection
At a time when digital transformation projects have been given a boost by the worldwide lockdown situation and the need to develop remote collaboration as well as online sales activities, we feel it...
The 3 pillars of CRM-Marketing digital projects
We have initiated the publication of a series of three articles to present our current vision regarding Customer Relationship digital projects and explained in the first blog article, "CRM and...
Digital Marketing: why Customer Experience First should be second nature
We have all noticed in waymarked areas those off-path trails that have sprung up on the ground or in the grass as proof of their repetitive use by pedestrians. Indeed,...
Data-driven business applications should become the norm
In previous articles, we mentioned that new work practices, such as the building of flexible architectures and services, and the provision of support to companies in customer success management mode,...
CRM project: the 5 key factors that will help you (at long last) achieve your goals
Did you know that, according to studies conducted over recent years, 30 to 60% of CRM projects continue to fall short of their objectives? A trend also observed over a...
Data governance is now a critical issue for marketing
On 19 June 2020, the French Council of State confirmed that publishers could block access to their site whenever Internet users refuse their cookies, thereby making the cookie wall principle...
CRM and Marketing: how to enrich customer experience?
For a number of years now, CRM and Marketing subjects have been addressed simultaneously in order to set up a unified platform that could strengthen customer relationship quality regardless of...
Business: how to optimise value creation and costs in times of crisis?
The current economic downturn is forcing companies and public institutions to optimise value creation and costs considerably faster than anticipated. However, this cannot be done at any price: not only...
CRM Projects: how to optimize your Return On Investment?
After having emphasised the importance of rooting CRM projects in a strategic vision and auditing the available (and required) data capital, we broaden the scope of discussion to include the...
Social selling: Using LinkedIn to boost sales
The use of social networks by professions has increased so fast in recent years that a new discipline, social selling, has rapidly emerged to become a key tool in B2B.
CRM and artificial intelligence: how to develop and optimise your data
We are launching a series of three articles setting out our current vision of digital projects connected with customer relations. In this first article we will investigate the current trends...