Having increased transparency and connectivity to the business, she says, builds a stronger team. “If we achieve these markers of success, we will see a direct correlation to an increase in sales over time as well as in improvement in employee dedication and morale.”
Success for the company means a boost in morale, full user adoption, more efficient connectivity with customers, and access to accurate real-time data.
“We are achieving all of these markers of success,” says Girard.
Especially amid a challenging, supply chain-strained environment, the increased transparency and accessibility from the new CRM has allowed the brand to easily field customer concerns, create wide-scale communication specific to customers by channel and segment, and communicate in a faster, more efficient manner.
Girard recognizes the importance of leveraging artificial intelligence within the CRM, emphasizing that the possibilities are limitless.
“I can see the AI feature being integrated into more aspects of the system to help us reach customers faster,” she says. “I could see AI becoming our full-time assistant to help fulfill basic customer day-to-day interactions and communication — maybe even help with lead generation for new opportunities.”
AI might allow Massimo Zanetti’s teams to focus on sales activities further in the process, freeing up employees to tackle more complex customer management tasks and build pipelines faster, she says.
“I am open to using technology to help us move fast and connect to our customers in a more impactful way, and I am excited to see what Spiro is working on next to continue to make the AI feature work harder for us,” Girard adds.