...The customer is more and more aware and the company begins to organize, adapt, and evolve to put the customer at the center of its concerns. Customer centricity, customer orientation, customer service culture, all this shapes what will distinguish the business of the future. But beyond words, how to organize, where to start? Simply by clearly defining objectives and a customer-centric strategy where customer value is paramount: we are talking about the value for the company but also the customer's perceived value. 

What will count is the experience of the customer: it's the sum total of interactions and perceptions throughout the purchasing process. Throughout the course, the client will have expectations, needs, questions, concerns, and desires: the company must provide a qualitative response that is differentiating in each of these moments. All this implies a clear definition of client objectives, a deep knowledge of clients, listening carefully, a value-oriented customer responsiveness and mobilization of all the teams around customer value. 

We also need to mobilize and "recognize" all of our teams with regular communication, involving them in all actions by rewarding through their direct or indirect contribution to customer satisfaction but also in regard to customer experience. Without recognition and mobilization of teams, don't expect recognition of clients»

BIOGRAPHY
«After more than 12 years in positions of Marketing Director in the graphic arts industry ...»

Responsible for 10 people, a member of the executive committee, Laurence founded Cap-C Conseil, consulting and training in customer strategy and development of customer value

EXPERTISE
-Audit of client portfolios and recommendation for customer marketing plans
-Customer segmentation and business development (B to B and B to C)...
-Customer loyalty clubs and programs 
-Development of customer value 
-Customer experience Strategy
-Operational implementation of marketing plans 
-Implementation of measurement tools 
-Development and facilitation of training sessions (customer relationship management, conquest and retention)