Salesforce has moved ahead of SAP as the leading vendor is the world market for customer relationship management (CRM) software, according to a new report by IT analyst Gartner.It says the overall mar...
Putting the customer at the heart of your organisation’s strategy has long been the elixir to business success. It seems obvious, doesn’t it, especially as we’ve had CRM systems in place for more than 10 years now?
However, at a recent event in London hosted by Celerity, data & CRM specialists, big players sat around the table and agreed it was still an aspiration and ever elusive goal for many.
It was recognised that CRM systems that combined digital, mobile and social data alongside traditional touch-points were outstripping those that didn’t.
Names such as Domino’s Pizza, Starbucks and first direct were obvious brands to cite that have cracked the customer service game thanks to their combined approach.
The John Lewis Partnership was heralded as delivering best practice in joining up online and offline data to deliver value-added customer service.
Celerity’s managing director, Jason Lark, said:
The art of CRM doesn’t change, but the channel has. It’s all about talking to customer in relevant way, at the right time, on the right channel and adding value to the customer’s life. Combining the digital alongside offline data has enabled companies such as Pizza Hut and Domino’s, to identify individuals rather than just households. This, as well as harnessing Facebook and mobile data, means companies can target and create specific, timely offerings to maximise conversions.
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