MARKETING AND CUSTOMER RELATIONS: THE TWINS OF GROWTH
Has the crisis changed everything? Accelerated adoption of new technologies, profound changes in consumer habits and enriched interactions with the customer are shaking up the brand and customer management exercise.
To cope with this, marketers and customer relationship professionals are stepping up the pace and preparing for a year 2022 that is betting on renewed growth. The only certainty for the future is that winning companies will successfully combine more relevant marketing and more powerful customer relations.
Marketing and customer relations are becoming the twins of growth, two strategic disciplines that are reinventing themselves. Bringing them together without opposing them, making them grow without diverging, is the challenge for companies in the years to come. How to meet customer expectations? How to maintain a strong relationship with customers? How to make a difference? These are all questions that we will address during the Customer Relationship and Marketing Meetings 2021.
Christophe Famechon is Director of Customer Relations at FNAC DARTY
With 25 years of experience in customer relations in operational and strategic positions in France and abroad (South America, USA, Ireland, Germany, Morocco) within large groups and outsourcers in telecoms and retail. Elected Customer Personality of the Year 2021, he is the Director of Customer Relations for the FNAC DARTY group and oversees an organization of 1,200 employees (internal and external) that manages 10 million contacts annually. Present in twelve countries, Fnac Darty is a European leader in the distribution of cultural goods, leisure, technical products and household appliances. As a leading omnichannel player, Fnac Darty’s mission is to “make a commitment to informed choice and more sustainable consumption” for its customers. The Group’s ambition today is to be the key ally of consumers in their daily lives and over the long term, helping them to make sustainable consumption a reality in their homes.
Nicolas Chabanne is the Founder of “C’est qui le patron?”, the consumer brand.
In 2016, the idea was born to create a “Consumer Brand” intended to allow consumers to support producers by taking their consumption in hand differently. “C’est qui le Patron?!” allows to collectively realize the specifications of a product, to make it according to the wishes of consumers and to market them at the right price. By creating their products themselves, they save on advertising, guarantee total traceability and know where their money is going. Thanks to this collective initiative, the brand has now created more than 30 + fair trade and + sustainable products, all of which are sold in supermarkets and are the source of an unprecedented success. While the most optimistic forecasts were based on 5 million products sold per year, more than 270 million products have been sold without TV advertising and without sales representatives. Today, more than 16 million consumers buy these products, 10,000 members are directly involved in the approach and more than 3,000 producer families are supported throughout France.
Discover our exhibitors’ innovative solutions by attending the workshops.