Trends in our markets

Troels Hansen, Director of Business Development, in the Data Management Division at Stralfors, discusses the trends in our markets and some of the changes that will define Stralfors ´business in the years ahead.

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A company’s ability to build relationships with its customers will be of increasing importance in the future, says Troels Hansen, Director of Business Development, in the Data Management Division at Stralfors.

How many years have you worked at Stralfors? What have you worked with during these years? 
I started my career at Stralfors in December 2010. Since then I have had responsibility for the business and product development in different roles. Today, I am in charge of Strategy and Business Development for Stralfors’ digital products.

Why is it interesting working with trends within Stralfors? 
I am fascinated by how new business models can turn industries around and bring entirely new competitors onto the playing field. In periods of large technological changes as the one we are experiencing right now with digitalisation, there are a lot of openings for finding new ways of reaching customers.

What trends do you see in our markets?
The overriding trend in all countries is that physical communication on paper is being reduced heavily. Either it is being replaced by digital alternatives or it disappears altogether as a result of self-service solutions such as internet banks.

Can you point out some changes in customer communication that will impact on Stralfors future direction? 
A company’s ability to build relationships with its customers will be of increasing importance in the future. In many sectors, goods are increasingly becoming commoditised. A major possibility to stand out is to create brand communities of loyal customers. Alongside e.g. timely deliveries or great customer service, the way you communicate with your customers is a key differentiator. 
Another very visible trend is the increasing use of data. It is through the collection, analysis and use of customer data that companies increase the relevance of their communication. The more you know about your customers, the better positioned you are to create effective campaigns and build loyalty. 
Finally, mobility will only increase in importance as a channel. Basically, all digital communication is available in the mobile today, whether it is e-mail or internet bank invoices, however, a lot of the existing infrastructure is based on A4 formats, not adapted to phones or pads.

What is Stralfors doing to meet these trends?
At Stralfors we are already positioning ourselves to gain from the above mentioned trends. We are offering companies to reach their customers through a variety of channels, and we have developed tools for companies to put their customer data to work and sharpen the content of their communication across channels.