In the latest issue of Asintra’s quarterly magazine Pablo González, CEO of The Salmon Factor, has reflected on the health of the relationship between the transport company and the customer. Within this grandstand of experts, González delves into the reasons of the “divorce” between both protagonists and outlines the path to bring the situation back on track.
The spotlights fully illuminate customer, who is to be pampered and provided with information of value, something that usually does not happen. “We find that, instead of promoting and accelerating the customer’s decision-making, it is delayed or hindered,” he says.
The necessary changes include the implementation of a strategy based on ‘attraction marketing’ or ‘inbound marketing’. Therefore, the CEO of The Salmon Factor highlights the need to “attract, engage and please customers, leveraging on concepts such as image, positioning, value and customer orientation”.
A modernised, useful and mobile-adapted website is essential to approach the client, along with the proper management of social networks and the improvement of the user experience when it comes to transportation, said Pablo González.
You can read the whole article on page 52 of the Asintra magazine, you’ll find below.