Experience has become one of the undisputed focus of the business world. The need for the support of technology has increased when it comes to monitoring large customer bases and designing their experiences. The goal of monitoring and measuring the customer experience and increasing interaction surpassed even profitability and efficiency targets. Three out of four executives see technology as a determinant in improving the customer experience.
Digital transformation, which has become the main agenda item of the business world as the basic condition of sustainability during the pandemic process, has increased the need for cloud-based solutions. For companies that understand that they need to strengthen their business goals with technology, customer-focused ones top the list of software investments. According to the “Digital Approaches in Customer Experience” report published by INSPARK, which has 15 years of experience as the first partner of the US-based cloud-based software company Salesforce in Turkey, in cooperation with IDC, the only target that companies started to give more weight to than before the pandemic was to monitor customer interaction with 18%. And there was an increase. While 77% of the participants saw technology as a determinant in improving customer experience, when the 2021-2022 targets were examined, it was seen that the “productivity and profitability increase” target, which was in the first place at the end of last year, was replaced by “monitoring and increasing customer interaction” with a share of 21%. It is noteworthy that customer experience is among the top 3 focuses of even CIOs.
Commenting on the report they prepared on customer experience, INSPARK CEO Serdar Susuz said, “In addition to the need for technological infrastructure in business processes during the pandemic, relations with customers should also gain an integrated basis for the times and how important customer experience is for a sustainable structure, for the first time. so clearly seen. This led companies to cloud-based CRM software. We foresee that this trend will continue even after the pandemic is over, and digital transformation investments exceeding $1.3 trillion by the end of 2020 will reach $6.8 trillion by 2023.”
“There is no one-size-fits-all digital solution”
Stating that they support all digital transformation investments to improve customer experience with cloud-based smart business solutions, Susuz said, “As INSPARK, we have 30 years of industry experience, and we became the first representative of Salesforce in Turkey about 15 years ago. We provide customized consultancy and integration services by conducting needs analysis with fully certified Salesforce experts in our Istanbul, London and Dubai offices. With the awareness that there is no one-size-fits-all digital solution, we strive to offer our customers even undefined needs with solutions, with products that bring together the best practices of countless industry players. In addition, we provide integration services in many areas such as sales, service and marketing, and we aim to integrate corporate structures of all sizes, from corporate companies to SMEs and startups, to bring them closer to their customers.”
After Turkey, the target is Europe and the Middle East.
Mentioning INSPARK’s 2021 targets, CEO Serdar Susuz said, “We broke new ground in the pandemic process where the whole world is going through tough days. In addition to more than 500 projects that we have successfully completed, we have implemented Turkey’s first Einstein Analytics and Retail Marketing Cloud projects. While we are among the 20 global companies included in the 2020 Gartner Salesforce Service Providers Report, we became the best employer in Turkey in our field in Great Place to Work 2020. At the end of this year, we aim to expand the success we have achieved in our country in Europe and the Middle East with our team, which has grown by 30% compared to the previous year.”