CRM In A Nutshell

Recent and rapid developments in technologies, specifically around communication and cloud computing, has catapulted CRM into the headlights of businesses globally as they struggle to meet the rising expectations of consumers, deal with the tightening of marketing budgets and cope with complexities of the ‘data – revolution’. Implemented and strategized correctly, CRM can help businesses solve these pain points and more. So what is it?

CRM can be defined as the systems, strategies and technologies that businesses use to build and maintain relationships with their customers through the deliberate design of the right conversation, with the right message, on the right channel, at the right time. Core to CRM are three pillars, each with its own best practices, that need to be perfected and continuously optimized to deliver best in class customer experiences; data, technology and content. Only then can businesses profit from the various benefits CRM offers including a 3:1 ROI, increased customer loyalty and improved operational efficiency.


Paramount to CRM is a deep 360 understanding of your customers, allowing businesses to create personalized customer experiences and build true relationships. This is delivered through building a Single-Customer-View, which is an aggregated, consistent and holistic representation of the data you hold on your customers. With this structured approach, detailed segmentation and journey mapping can be undertaken creating the foundations for personalized experiences to be delivered. Critically, this approach also creates a customer centric mindset and data driven approach to decision making company wide.


Synonymous with the concept of CRM is Salesforce, the global software giant continuously driving and pushing innovation in the industry to its limit. Along with its contemporaries such as Oracle, Adobe and Microsoft, Salesforce provides all the cloud-based products needed to make sense of your data and utilize it to drive loyalty whilst simultaneously generating incremental revenue. The CRM system is at the core of all CRM strategies.


With your data structured and in good health, and a CRM system implemented successfully, you are now ready to communicate with your customers in a relevant and timely manner at all stages of the customer journey. All that remains is delivering rich and contextual media via your customers preferred channels.