A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
What is CRM?
Before getting into the ins and outs of technology, let’s ask a more fundamental question: what is customer relationship management (CRM), and why do you need it?
10 key challenges facing CRM marketers
Customer relationship management (CRM) remains a key way for companies to deliver ‘customer centric’ marketing, centred around personalised and relevant content (if you’re not sure what CRM is, see our handy definition).
But what are the key challenges facing CRM marketers today? With insight from some experts in the industry, here are 10 pressing issues.
Best Practice Guides
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
This report provides marketers with a guide to what marketing automation is and how to implement it, exploring what success looks like and what the future may hold for the industry.
1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]
1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]
Dixons Carphone’s Saul Lopes on rethinking CRM with a ‘people-centric’ approach
Saul Lopes is the Head of CRM for the UK division of Dixons Carphone, with responsibility for the Currys PC World UK and Carphone Warehouse websites. Since he joined the business in December 2018, Lopes has set about transforming Dixons Carphone’s approach to CRM and, by extension, its approach to its customers.
What’s the difference between CRM, marketing automation and DMPs?
Where do CRM, marketing automation, sales, and data management platforms cross paths, and how is CRM implemented?
The role of personalisation in customer loyalty post-Covid
More people might be shopping online than ever before, but the concept of loyalty within retail has arguably been thrown up in the air. Due to changes in our daily habits, the reasons why a consumer shopped at a particular retailer before Covid might no longer be relevant, or even still exist.
This is a topic Nikki Gilliland recently discussed with Christian Selchau-Hansen, the CEO of enterprise software company, Formation.ai.
The Festival of Marketing is back once again in October, this time looking to ‘The Year Ahead’, with four jam-packed days of virtual content designed to provide marketers with a toolkit for success in 2022.
Today we’re speaking to the newly-appointed CEO of Hubspot, Yamini Rangan. She discusses her new role, the importance of authentic leadership, and the future of CX. How do you maintain an effective work/life balance? These days, work-life balance may seem like a challenging feat. Work-from-home burnout is a reality, and that’s why it’s so essential […]
What will it take to make a subscription-based business model work in travel?
Juliana Chu, the Director of Digital & Analytics in APAC for Kimberly Clark, spoke today at the Festival of Marketing about how Kimberley Clark’s agile approach to analytics – particularly in utilising CRM and social listening tools – has helped the company generate higher levels of consumer engagement and drive sales for its baby and […]
Customer relationship management (CRM) remains a key way for companies to deliver ‘customer centric’ marketing, centred around personalised and relevant content (if you’re not sure what CRM is, see our handy definition). But what are the key challenges facing CRM marketers today? With insight from some experts in the industry, here are 10 pressing issues. […]
Amidst tighter budgets and increased competition, many retailers are shifting their focus to customer retention. The fact that it’s easier and more cost-effective to retain customers than to acquire new ones is well documented. In fact, research shows that it’s 5-25X more expensive to acquire a new customer than it is to retain an existing […]