This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
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
This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.
This report is a quick guide to customer lifetime value (CLV), defining its meaning and laying out the business benefits of tracking it. It covers different approaches to measurement and the importance of customer loyalty in the context of CLV.
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.
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 […]
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.
Which retailer loyalty programs are seeing success and why? Nikki Gilliland looks at several examples from McDonald’s to Pets at Home and examines their strengths.
Consumers are increasingly questioning how they spend (and how they can cut back) due to rising living costs. In the UK, BRC figures show sales growth is slowing, with March 2022 seeing a rise of 3.1%, down on a 6.7% rise the month previously. For brands, tighter budgets could have an impact on customer loyalty. […]
Latest research shows loyalty redefined as habitual behaviour may move the needle on customer experience.
Luxury retailers do not typically offer loyalty programs, with regular point-based price discounting schemes going against the high-end and aspirational style of branding that the luxury sector is known for. For brands striving to be competitive, however, reputation alone is simply no longer enough to inspire loyalty, and with demand for omnichannel on the rise, […]
Charlie Casey is the co-founder and CEO of Loyalty Lion – a customer loyalty and engagement platform for fast-growth ecommerce merchants. We caught up with him to ask all things ‘loyalty’, such as how ecommerce brands can retain customers post-pandemic, what successful loyalty schemes look like today and why a certain brand has captured his […]
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 […]