48 PRT GROUP /SUSTAINABILITY REPORT 2021 3.1. Customers at the core PRT Group applies a so-called “Customer Centric” approach focusing on customers’ needs. The acquisition process starts from a well-defined contact list, each contact being managed by the Group’s account department that presents services and activities. The goal is to allow customers to realize how valuable the offer is, by proposing user friendly13 tools that could be perfectly integrated within their management processes. In recent years, PRT Group has changed its approach towards customers, choosing to be a partner rather than a service provider. The key is a thorough knowledge of a customer’s needs and the willingness to build a trust-based relationship. These factors are crucial to propose customized solutions that are able to generate a tangible added value. Since 2020, the method to approach customers has been totally revolutionized, especially for those who were used to come to our premises and have face-to-face meetings. The need to respect social distancing took our Sales department workers to hold meetings on web platforms; it is an effective system that allowed us to maintain the trustbased relationships with customers over time. Such new approach allowed the PRT Group to obtain good results thanks to new customers acquisition. A year after the pandemic and experiencing a better situation at a global level, the use of web platform is still very common in order to consolidate relationships. In early 2022 instead, the Sales department was able to meet their customers face to face again, and partially resume the pre-pandemic way of handling commercial relationships. Such a radical change transformed the way to handle negotiations, that are no longer based on customers relations only, but and foremost on technical skills. Contents make the difference in terms of choice by customers, and more professionals are involved, such as the Innovation Manager or the IT Manager. They give support in some very specific fields and allow to provide customers with specific information from a technical and implementation viewpoint. Digital solutions – for which customers wish to invest time and money – require a 360-degree evaluation. Not only implies it the delivery of a good service, but it also includes a high degree of assistance and support, the possible integration with platforms already held by the customers, cybersecurity issues and the compliance with privacy regulations. For this reason, PRT Group gave its staff the opportunity to follow some specific courses within the company itself, aimed at improving the use of web platforms and selling techniques. Moreover, in order to facilitate the analysis of customers’ needs and have constant and detailed updates on the stages of negotiations, the company invested in a CRM (Customer Relationship Management), that is a platform managing relationships with customers. 12 The Sales Department in general: both salesperson and agents. 13 Expression indicating an object, tool or service that is easy to use for non-experts.
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