“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.
CRM has come a long way since the 1980s when contact management software was the closest most businesses came to anything that resembled modern customer relationship management. In the 1990s, technology that automated key processes began to shape CRM as we know it today. However, it wasn’t until a decade later that the right CRM could be a truly transformative tool for managing business relationships and delivering essential analysis and insight.