A new vision

As customer expectations grow, so does customer focus. And customer and employee trust, loyalty and satisfaction become the new keywords. It’s the philosophy firmly embraced by Marcolin that, since 2021, has invested in a new Customer Experience Transformation program. This is the name of an ambitious process that introduces solutions that help learn more about customer needs: from the first time they get to know about Marcolin products to their path to purchase up to the support provided during the business relationship. A project that, after two years of hard work, reached its first milestone in 2023.

«We started off with digital transformation, by introducing a CRM system aimed at tracing and improving all the customer interactions» explained Lorenza Biasin, who is Customer Experience Manager at Marcolin. «As regards customer touchpoints, for instance, we created a new e-commerce platform: it’s more than just a shopping site, it’s a gateway on services available 24/7 to meet the real needs of our customers. From the opportunity to chat with our Customer Service in case of an emergency to that of receiving information about their purchases in real time, such as the delivery route or time or processing status. We also provided our Customer Service with a technology that enables them to reply to customers faster and more comprehensively».

A key project that, however, is even more ambitious and challenging for Marcolin. «Since all the markets on which Marcolin operates were involved from day one, a variety of different needs were identified» continued Lorenza Biasin. «There are, for example, customers who prefer communicating with the company by email, others by way of agents and others by phone. In 2024 we will start measuring user response and we will further update the system to improve our partners’ experience». Taking country-specific elements into account and listening to customers, therefore, continue to be a priority, today and tomorrow.