gateB AG

Swiss CRM Forum 2018: Culture, Data, Technology

September 21, 2018

New technologies require a clear mindset and skillful handling

Dealing with data and technology requires a corresponding corporate culture. Why? Because trust is still a central element of customer relations – and this is the focus of the takeaways from the Swiss CRM Forum 2018.

"Culture, data, technology" was the motto of this year's Swiss CRM Forum, which was attended by over 400 guests at the Dolder Grand in Zurich. gateB was onsite and listened to the exciting presentations. These ranged from the keynote speech on digital transformation to – of course – the new EU General Data Protection Regulation (GDPR).
What is the outcome, what challenges does marketing face, where are the trends heading? We've summarized the three most important takeaways.

Takeaway #1

The first takeaway: each company needs to develop a comprehensive mindset for engaging with data and technology – and how these should be used towards and with the customer. If this mindset is missing, every decision is always only a fragment and not consistent in itself and therefore less effective. "Data competence" is still the central challenge for companies. This ranges from the right attitude towards new skills, new approaches, new processes, organizational forms, and collaboration models to technology. Ultimately, the effectiveness of each company's mindset about data management is directly dependent on the corporate culture. The relationship between culture and data is interesting in this context since data (and data protection) is handled differently in different countries. The digital transformation is therefore automatically accompanied by a reference to the data that forms the basis of a company's data mindset. 

«The use of technology is therefore not about feasibility, but about the individual added value for the customer and thus about the meaningfulness.»

Takeaway #2

The second takeaway is to use technology correctly. The key is not simply implementing a chatbot for the sake of technology, but first thinking clearly about what the goal is and which technology is suitable for improvement or optimization. The use of technology is therefore not about feasibility, but about the individual added value for the customer and thus about the meaningfulness. Not everything that is possible makes sense. We can't forget that the customer relationship – despite all the technology – is still an emotional one and that customer needs and sensitivities are therefore still important. So continue to think and act strictly "outside-in."

Takeaway #3

A third point: customer relationships always have a lot to do with trust, security, and reliability. Here again, the emotional dimension plays a role on the customer side, as does the company's attitude towards data and technology. Trust must be earned in the long term. The new GDPR can even be a resource. Maybe the GDPR offers a good opportunity to think more about the customer relationship again as a marketer, to care more about the customer's consent, all with the aim of establishing a stronger, more sustainable, and ultimately more valuable customer relationship at the end of the day. 


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