Is Proactive Customer Experience Management the next frontier for CRM, or is it just a pie in the sky?
This was the question posed to Michael Renzon and Trent Rossini by Alison Job in the January 2015 issue of Brainstorm Magazine.
From its dynamic beginnings five years ago, the founders of inQuba recognised that the shift of focus from the brand to the customer experience would require innovative and inspired solutions, technology and thinking.
Michael Renzon explains that by building in inQuba’s three C strategy: Communication; Customer Experience and Campaign, companies can determine the best course of action at a particular point in time, and that by adding a fourth C, Context, the magic of customer experience truly happens.
Trent Rossini states that inQuba uses the notion of design thinking, looking at the customer journey from the outside in, as opposed to from the inside out. “We design based on the context of the customer, understanding the customer’s emotional reaction to the journey. It is essential to identify what needs to be done to engage the customer on an emotional level.”