CUSTOMER RELATIONSHIP MARKETING | 20:20 DIALOGUE ANDREW CAMPBELL | MANAGING DIRECTOR, INSIGHT


CUSTOMER RELATIONSHIP MANAGEMENT TEN STAGES OF EVOLUTION


ENSURING THAT YOUR CRM CAPABILITIES ARE ADAPTING AND REACTING TO ADVANCES IN TECHNOLOGY, NEW MEDIA CHANNELS AND CHANGING CUSTOMER BEHAVIOURS IS MISSION-CRITICAL, SAYS ANDREW CAMPBELL.


Darwin’s famous quote rings as true in relation to brands and marketing as it does to species and anthropology. Any Marketing Director with an eye on the long term wellbeing of their brand (and career!) should be mindful of the need to ensure that their Customer Relationship Management (CRM) capabilities are adapting and reacting to advances in technology, new media channels and changing customer behaviours. This will only be possible if the CRM systems and data architectures that underpin the CRM programmes are fit for purpose.


CHARLES DARWIN


Marketers must ensure that they are actively involved in validating that their IT colleagues have a technology road map that is fully aligned with current and future marketing needs. This is no mean feat – but help is at hand! 20:20 Dialogue have identified ten distinct stages of evolution for a brand’s CRM infrastructure which will determine the nature of customer communications it can support. This provides a valuable aid for senior marketers to benchmark the position of their current CRM infrastructure on the evolutionary scale and plan what the next stage of development should be.


The ten stages of CRM evolution relate to the functionality within, and degree of integration across, different areas of the business as illustrated in the high level model (Figure 1). This model identifies four key business areas involved in CRM:


28 | thought leadership Database Marketing | February 2012


“it is not the strongest of the species that survives, nor the most intelligent,


but the one most responsive to change”


1.DELIVERY


These manage the customer touch points enabling customers and prospects to interact with the brand. These interactions are initiated by the customer (sometimes referred to as ‘Pull’ communications) and could relate to sales, service or marketing


events. The delivery systems fall into three categories based on the channel of communication:


1.1 OFFLINE


Traditional communication mechanisms with an element of human interaction e.g. contact centre, store/branch network, field sales team or account management.


Figure 1 – CRM Systems and Data Model


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40