💡 Developing a customer-focused marketing strategy

1.1 Produce a strategic watch to carry out a strategic diagnosis of the company in order to determine and anticipate major trends in purchasing behavior and market expectations, changes in the organization's environment, as well as new trends and innovations in customer relations.

1.2 Define a customer segmentation illustrated by personas, based on marketing studies and surveys and customer data analysis, to guide strategy.

1.3. Define a customer-centric marketing strategy to serve the objectified global business model and create a differentiating competitive advantage for the company, in compliance with commercial regulations.

1.4. Based on the marketing strategy, draw up an omnichannel sales and marketing action plan for each product/service/customer target pairing, with the aim of winning over and retaining customers.

1.5 Establish a shared customer culture within the company, to promote customer satisfaction.

1.6. Set up a system for analyzing the performance of the sales and marketing action plan, in order to measure any deviations from targets and propose any necessary corrective action.

💡 Piloting customer relations and sales development in an omnichannel context

• 2.1. Model personalised and combined omnichannel customer journeys to optimise the customer experience by redefining online/offline touch points and communication channels and organising their temporality to enhance customer engagement.
• 2.2. Develop and deploy personalised relationship marketing and inbound marketing programmes to improve repeat purchases and increase customer lifetime value.
• 2.3 Recognising business opportunities to identify new prospects and gain market share.
• 2.4. Develop and manage the implementation of the prospecting plan to ensure the acquisition and conversion of prospects.
• 2.5. Establish partnership agreements to develop sales.
• 2.6. On the basis of a complex customer request, prepare an adapted sales proposal, taking into account the needs and problems expressed by the customer.
• 2.7. Negotiate, in French or in English, with a customer or prospect, following a sales proposal or additional request, in order to finalise the sale and maintain the relationship in accordance with business ethics.
• 2.8. Organise and implement procedures for the efficient handling of customer requests and disputes in order to improve customer satisfaction and build customer loyalty.
• 2.9. Optimise customer relationship performance by implementing operational customer relationship management processes and corrective actions aimed at continuously improving the quality of customer relationships and anticipating crisis situations.
• 2.10. Explain the main elements of content marketing to distribute high value-added content, generate an audience and promote customer engagement.

💡 Manage resources allocated to customer relations

• 3.1. Manage the operational implementation of the supply chain in project mode, in order to improve the company's competitiveness and propose a differentiating offer.
• 3.2 Organize the sales and/or marketing department, with the aim of involving teams in effective customer relations management.
• 3.3 Manage sales and/or marketing teams, with the aim of fostering employee commitment.
• 3.4. Monitor the achievement of objectives and measure the sales performance of teams, in order to maintain team efficiency.
• 3.5. Manage internal and external conflicts to ensure team cohesion and motivation.
• 3.6. Establish and monitor budgets allocated to the development of customer relations, taking into account all the financial resources required for the proper functioning of the actions implemented, by drawing up indicators and management charts enabling trends to be analyzed and, if necessary, proposing adjustments in the event of deviations.
• 3.7. Draw up dashboards to monitor team activity and customer information, in order to analyze the performance of actions implemented and, if necessary, take appropriate corrective action.

💡 Deploy a digital marketing project to serve customer relations and manage marketing data.

• 4.1. Diagnose the company's digital maturity, and propose a digital marketing strategy to improve customer relations.
• 4.2. Manage the collection and processing of customer data, in order to efficiently iterate data for sales and marketing teams, and determine the most appropriate pathways for different customer targets.
• 4.3 Draw up the specifications for the CRM project, in order to select the offer that will increase the volume of customer data and optimize sales operations.
• 4.4. Implement a CRM project to collect, analyze and exploit customer data, effectively manage customer interactions and generate new sales.
• 4.5. Design an action plan for the deployment of the digital strategy, in order to improve the company's online presence and customer experience.
• 4.6. Define a content strategy (content marketing and brand content), in French or English, adapted to target audiences, in order to gain audience and market share, within budget.
• 4.7. Deploy digital communication tools, with the aim of quantitatively and qualitatively increasing customer and/or prospect contact points, ensuring their accessibility, including for people with disabilities, and complying with regulations concerning data protection (RGPD) and business ethics practices.
• 4.8. Following a diagnosis, manage, in project mode, the optimization of the company's website, involving all the stakeholders concerned, in order to develop the fluidity of customer paths, the company's visibility and the volume of sales.
• 4.9. Select and implement natural or paid search engine optimization techniques to optimize the visibility of the company's website, in order to set up communication gas pedals as part of a customer acquisition and/or customer experience improvement strategy.
• 4.10. Implement curation and/or content creation actions on social networks, planning and publishing content that meets the objectives of optimizing the customer journey and the operational communication strategy adapted to the various targets.
• 4.11. Propose impact measurements for the webmarketing and social media strategy, to evaluate the response to the company's objectives and recommend appropriate corrective actions.