In the UK, only 35% of businesses have fully integrated CRM systems. And yet, CRM is consistently rated as one of the most important tools for business development and growth. Every organisation sees the importance of understanding customer behaviour when it comes to driving growth and creating more positive customer relationships. But not all have yet made the link to quite how crucial CRM is to this process.
“Relevance,” “personalisation,” “individualised marketing” – whichever word or term you want to use to describe the current sea change in communication between brands and consumers, it’s time to bid farewell to the one size fits all approach. Today, we are all drowning in a sea of data – according to Science Daily, 90% of all the data in the world has been generated in the last few years. Consumers are being constantly bombarded with data from multiple sources and so making sure your brand gets their attention is tricky.
As social media has transitioned to one of the primary methods that consumers use to interact with brands, social CRM is increasingly being viewed as the future of customer relationship management. Social media has changed the way that brands and businesses interact with consumers, not only shifting the channels and communication methods but also putting significantly more choice and control into the hands of customers.