San Francisco, United States
Willy Loman, the protagonist seller of the play “Death of a Salesman “obsessed by reaching an elusive success, had found a great ally in the tools of intelligent software that are revolutionizing the relationship between vendors and customers.
At the head of this revolution are companies like Salesforce , which held its annual conference this week in San Francisco (USA) and leads the software sector for the management of business relations with customers valued at $ 23,000 million.
Polo Enrique Lara, CEO of Salesforce Spain argues that understanding customers is, without doubt, the key to a successful business, but he insisted that technological change and changes in the way customers interact with brands complicate the relationship.
“Digitization is making the customer relationship is very complex and only compensates you if you have these technologies” smart, De Lara said in a meeting with a group of Spanish journalists, as part of the conference that ended Friday and attended by 160,000 people.
Arsenio Otero, vice president of sales and strategy Salesforce in Europe, Africa and Middle East, recalled that traditional vendors such as Loman, were dedicated to explain the product to customers intending to be compelling enough to get it would buy.
But things are different now, he said Otero, because the customer comes to the store or a website and “already know the product” which can be purchased directly, without the intervention of an intermediary, which has led to a radical change in the buying and selling process.
Companies like Salesforce , Clear Slide and 6Sense seek help overcome this challenge with predictive analytics tools that encourage the commercial, for example, to write to a client that has not recently spoken and the frequency usually contact or alert the sales team when a client has read a promotional email
.
Salesforce , based in San Francisco, He launched this week a new, IQ, a tool that scans emails, electronic calendars and databases Salesforce and offers automated on how to interact with specific customers suggestions.
“intelligence to the business layer is added,” said Otero, who said the tool allows for a direct relationship with the customer and leave behind the era of e mass marketing.
Otero gave the example of Iberia, citing his own case as a customer of the Spanish airline.
He referred, in that regard, to the slowness Airline to respond when he complains of a problem on a flight through social networks, noting that modern businesses need to follow and interact with customers across all platforms and channels, not just through the traditional service telephone customer service.
According to Salesforce CEO Marc Benioff, companies have analyzed only 1% of the data of their customers.
Daily The Wall Street Journal this week predicted that the combination of intelligent automation predictions sector promises to boost sales to a new era of efficiency, which decisions and strategies are based on data analysis.
Investors seem to believe it is a promising area, judging by the experience in bag Salesforce , whose shares have gained about 20% this year and is poised to become the fourth largest software company in the world.
Other companies operating in the same area, such as Clear Slide and 6Sense , have raised about $ 400 million in venture capital over the past two years as The Wall Street Journal .
“The sales area offers possibly the greatest opportunity today to add artificial intelligence “he told the” Journal “Mike Dauber, a partner at venture capital firm Amplify Partners , which has invested in the new generation of tools.
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