How is Customer Experience organised today?
We are in an embryonic stage. Last year, we began implementing some concrete actions, but there's still a long way to go. However, there's no lack of enthusiasm, especially since we can count on a tool that will help us tremendously: the new CRM. While the previous one had become a simple repository of customer records, the new one offers us great opportunities. Thanks to this tool, we'll be able to better organise and leverage information, with the aim of supporting our business activities and the collaboration with our partners in an increasingly targeted manner. Over time, this will allow us to develop increasingly coherent and personalised initiatives, improving the overall experience throughout the customer journey. A true revolution that goes hand in hand with that of Customer Experience.
How will the combination of Customer Experience and CRM really help?
First of all, it will allow us to approach our partners and customers differently, identifying their different types so as to orient ourselves appropriately and in a value-based manner. It will also allow us to improve the way the company presents itself to its stakeholders, providing them with precise answers to specific questions.
A structured process that also requires time to settle in…
We are aware that it is a gradual process that requires time and everyone's contribution, but I would like to structure Customer Experience to be an integral part of all ASA processes by the end of 2027. In parallel, we will need to better define the customer journey, which is part of our CRM. The across-the-board team, which includes members from customer care, marketing, and sales, is working on it.
Any critical issues?
Adopting these new methods and tools certainly requires finding a balance between new ways of working and established habits. It is a process that requires openness, discussion, and time to be fully assimilated.
The goal is not to change overnight, but to grow together, progressively increasing awareness of the impact each of us at ASA has on the overall customer experience
How do you build a successful customer experience?
By cultivating empathy, learning to put yourself in other people's shoes to understand their real needs. But also through the absence of prejudice, allowing the full objectification of the responses gathered. My psychology degree, which I would have liked to pursue, would have been helpful in this regard, but somehow, this path will also push me in this direction. For this too, I have to be grateful to ASA…
The “thank you,” in a successful marriage, should be mutual. What did ASA teach you, and what did the company learn from Emanuela?
Metaphorically, I'd say we played a “double” and not a single. We gave each other a lot: ASA allowed me to design a professional future that truly suited me. I, on the other hand, believe I've contributed to every stage of its growth, never opposing change, but promoting it. I believe the Customer Experience project is a clear expression of this.
From back office to customer care to customer experience: How does Emanuela see her future?
It's undeniable that the customer experience field fascinates me, and I know it would require total commitment. At the same time, I'm also fond of my role in customer care. Right now, the two sides necessarily coexist and enrich each other; we still have to write the future together.
