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.
Data
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.
Technology
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.
Content
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.
