CRM isn’t new. It’s been a guiding approach to customer strategy since the late 80’s. In the last few years, however, it’s gotten significantly more complicated thanks to the explosion in the channels of interaction. When approaching CRM today, you need to keep a few things in mind:
- Are your customers getting a multi-channel or cross-channel experience? If one hand doesn’t know what the other is doing, or in other words you are sending the same message, regardless of response, through different channels then you are multi- not cross. To run an effective cross channel strategy you need to be able to correlate response across channels.
- Does your marketing organization understand this difference? And if so, are they structured to do something about it? If your teams are still silo’d by channel (e.g., email, search, etc.) there is a large probability they can’t see over the walls and they lack the ability to craft communication strategies that are optimized to the customer need as opposed to the channel or campaign.
- Connecting the dots across digital and social channels ups the ante for most technology organizations. Does yours (or your partners) have the knowhow to make the leap from traditional name and address linkages? At both the technical level as well the applied business need?
CRM’s star is clearly on the rise again. Before embracing it, however, you need to have a deep understanding of your organizations ability to effectively execute against it.