The customer experience in the digital world has changed dramatically, and continues to change constantly, as new technologies emerge.
CRM strategies have been defined by the evolving tools that are at the ready, which can either be an asset or a burden. But no matter the amount and velocity of change, the one constant component is the customer.
At Digital BrainFest 2013, the CRM World Café session took a look at three key questions that any enterprise interacting directly with customers should be able to answer. Specifically, the conversation considered the following:
- Defining the ideal customer relationship
- Aligning strategy and integrating tactics across sales, service, marketing, product, etc. to usher customer relationships toward the ideal state
- Measuring performance and progress
Without a doubt, there are valuable benefits of CRM technology for businesses to explore. Aside from capturing key insights into customer behavior, newer technologies can also support a changing business or new product rollout. New data management platforms (DMPs) are particularly useful in this area.
As with any technology, however, it’s important not to fall victim to “shiny toy syndrome” and implement the newest thing for its own sake. Making sure that business objectives, processes and teams are aligned with the CRM strategy will ultimately make for a successful venture.
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