According to the study by Tenerity, technology has become the key vector in the digital transformation of the business fabric at a global level. Its impact in all business areas means a differential factor in the income statement.
Specifically, the budget for technological investment has increased in recent years in all companies. Up to 40% of the global budget is dedicated to it depending on the type of company and, sometimes, the technology providers They outsell marketing.
“At the moment there is a greater predisposition to invest in technology for customer loyalty because results are being seen in the business. Companies are defining plans to implement it with measurable objectives that are increasingly shorter term. Especially the combination Marketing Automation + AI/Machine Learning it is helping to get to know the customer better, generate a closer bond with him, increase satisfaction and improve the results in the different objective indicators”, highlights Eduardo Esparza, VP General Manager of Tenerife Spain and Brazil.
Thus, all companies admit to having increased their budget and investment in technology for customer management in recent years, updating or improving existing technologies in the house. Loyalty-oriented technology It is part of the global and local strategies of large companies, some have even created specific areas for the data strategy (Big Data) with a view to a greater volume of future development.
One of the companies surveyed revealed that “this year we are dedicating around 30% more budget than last year. We have decided to take that step as a company; It is a high cost, but we have decided to invest because we do not want to be left behind in this, it is necessary to interact with the client today”.
Technology incorporation process by Spanish companies
Currently, the approval of the plans depends mostly on the Management Committee or the CEOs. With regard to implementation and measurement, it remains in the hands of the departments of R&D, Innovation, Marketing or GrowthData Strategy areas… However, for the specific incorporation of Artificial Intelligence or Machine Learning developments, leadership is assumed by R&D, Technology, Data Strategy, Analytics, Data Science, engineers, CTO, Operations…
Another of the study companies pointed out along these lines: “We implemented the technology early, now the plans we have are to integrate new functionalities, such as integrating up-sell and cross-sell in incoming calls, because efficiency is extremely high and it integrates customer service with sales. All this is carried out by the R&D department together with the management committee”.
On this path of technology implementationa, it is key to get the strategies right. The main aspects that are taken into account are the impact on the business, the improvement of the income statement, its 360º focus on the client, contribution of value and maximizing value to the client, increase in the average life of the client, the capacity that your application offers to hit what the client needs or wants, improvement of the recommendation, personalization, scalability, automation, reduction of churn, improvement of quality in the equipment…
Likewise, corporations set short- and long-term objectives and continuous measurements are made on all indicators. The companies interviewed in this study mentioned as outcome measurement indicators the following: abandonment rates, degree of linkage, persistence in a channel, conversion level, waiting times, post-issue recurrence, churn…
One of the Spanish companies interviewed pointed out in this sense that “Of all the budget we have, a good part is taken by data. Our industry is very system intensive and very subject to regulation, so now more than ever we need Marketing Automation and we have implemented Agile to save costs; our main goal is to reduce churn rate and increase customer value […] We measure everything with KPIs.”
