Abstract:

The use of technology changed customer experience, how it trades and communicates with customers. Creating an appropriate balance between the value delivered to customers and the value received in return is essential for gaining the competitive advantage. The Internet has proven to be a powerful tool for engaging both B2C customers and B2B customers in the marketing process. The unique capabilities of the Internet have allowed companies to capture the anonymous behavior needed for answering the question: "What does every client wants?" Marketing and innovation have been and will continue to be two of the strongest drivers of margin and revenue growth. Customer experience initiatives are collaborative, but they also require leadership. Increased focus on improving customer experience will force companies to find a way to build a customer engagement strategy. CRM is a type of business strategy not a technology. CRM is an intelligence platform that is the primary differentiator for user experience and it connects people and businesses. The next generation of customers is using modern and updated functionality (digital credentials, chat bots). The next generation of customers has more in common with global same-age peers, than adults in their own country. Nowadays, business are not selling products, are selling experiences. The next generation of customers wants to feel as if they're getting a unique experience. Client expectations for better customer experience, a wider choice of interaction channels for customers, and growth of new technologies and services, such as social and mobile, accelerates the adoption of a CRM. These service offerings aim to not only deliver "value" (including the age-old issue of cost optimization) but also higher levels of customer experience.