What is Digital CRM and Why do we need Digital Transformations in CRM?

Digital Customer Relationship Management is the use of Internet communications channels and technologies to enhance Customer Relationship Management

    Published on

Bhaskara Reddy Sannapureddy

Follow Following Unfollow Bhaskara Reddy Sannapureddy

Sign in to follow this author

Senior Project Manager at Infosys

Digital Customer Relationship Management is the use of Internet communications channels and technologies to enhance C ustomer Relationship Management ( CRM) and Customer Experience Management (CEM ) initiatives.

Digital Marketing Strengthens Customer Relationship Management Efforts

An important goal of Digital CRM is not only to provide an organization with a clear picture of each customer’s habits and preferences, but also to make personalization and automated SALES, Marketing, Services, Messaging easier.

1. Establish Visibility 2. Enable Employees with Relevant, Timely Insights 3. Execute Flawlessly 4. Manage for Long-Term Goals

The term digital CRM is often associated with the AI, ML, Internet of Things(IOT), a scenario in which computer processors capable of sending and receiving data are embedded in everyday objects. In such a scenario, the customer may not be human — the customer might be a fuel tank capable of sending an automated message to the supplier, requesting a delivery.

Digital marketing plays a critical role in successful Customer Success Management (CSM) strategy. Consider the four categories of capabilities to make CSM work:

Marketing focuses on establishing visibility, educating prospective buyers, and converting prospects. A deep understanding of buyer needs, behaviors, pain points and sentiment helps the marketer truly personalize conversations – across all channels. Good digital marketers know to capture customer feedback and data through multiple channels, segment customers, drill-down into customer experience and share that data across the enterprise.

With digital marketing best practices so aligned with the strategies that bring customer success, it’s clear the marketer is uniquely positioned to enact the well-designed customer success management program that can optimize strategy and drive success. Why your CRM should be part of your digital marketing strategy: 1. Increases awareness

Regularly monitoring customer data and capturing buyer insights is the marketer’s job. Developing a unified, reliable view of the buyer’s entire journey (one that doesn’t stop at the sale) should be marketing’s primary objective.

Access to relevant, timely data is also right in marketing’s wheelhouse. With marketing automation tools and access to data analytics capturing the customer’s drivers and behaviors, marketing is already tailoring conversations with buyers and customizing insightful content and product offers accordingly.

2. Automated alerts

Your CRM allows you to track where your customers are at any part of their journey with you; from the first contact with you, to what they purchased and when – you’re able to view where they are at any given point in the sales funnel.

You’ll be able to view whether your customers have signed up for a webinar or event, enabling you to send them a personalised reminder to attend. If they did attend, you’ll again be able to view this in your CRM, and follow up to get their thoughts. Regardless of your strategy, a CRM helps to maintain digital contact with your customers.

3. Adds consistency

Marketing still requires an element of the personal touch, and automated alerts set up in your CRM system can help to remind you to make those human interactions. Whether you need a follow-up call to discuss how a client is finding a product or an alert to chase a lead; your CRM is able to automate these reminders.

Automation ensures that your CRM is full of actionable data. It’s not good sitting on data and not using it. Your CRM is a treasure trove of valuable insights, and it’s your role as a marketer to use its value to your advantage.

4. Better customer insights

The key to any successful marketing campaign is consistency – and your CRM system can ensure that the right messaging is carried out throughout your funnel and campaign. There’s nothing worse than contacting a customer who has already discussed X with your colleague; it makes you look foolish to the client and shows a lack of interaction in the office too.

Your CRM allows you to understand which type of message works for which client. For example, someone who regularly attends your webinars or engages with your newsletter probably doesn’t need reminding to do so. Targeted content adds more value and increases the likelihood that a lead will engage with you.

5. Improves engagement

Unlike other automated insight tools, a CRM still requires an element of human interaction to allow you to delve deeper into a customer’s psyche. You may be able to view set information about your customer, but it still requires you to get out there and talk to them to discover more.

Providing your audience with the content and messaging that they engage with the most, is likely to result in increased loyalty, interaction and spend with the business.

Gaining a deeper understanding of your customer you are able to further tailor your messaging to them. You know they opened your email and attended your event – but what did they think of it? Without this knowledge, you could be blindly sending them messages which inevitably turns them off. You need context to back up your behavioural data.

A well-maintained CRM will allow you to see increased engagement from your customers. Once you begin listening to them, understanding their needs and putting them into action, then you are using the data in your CRM to drive your marketing strategy forward.

Personalization, at scale

 AI is transforming how organizations do business, manage CRM, manage campaigns and personalize the customer engagement journey providing an omnichannel experience.

Digital transformation depends on new structures and new ways of working, but CMOs should also investigate their existing technologies to uncover the potential AI applications they already have at their fingertips.

All businesses focus on their customer, to a greater or lesser degree. Many will claim to be “customer-centric,” but that term requires a significant effort before it can be applied accurately.

Removing organizational silos, with the aim of moving away from a product- or segment-focused structure, can start to facilitate a customer-centric culture.

The outcome of this shift can be combined with AI marketing technologies to create personalized messaging at scale.

Using the huge repositories of historical data to which established companies have access, it is possible to understand the customer journey and employ predictive analytics to project the outcome of future interactions with the brand.

With a clear view of the consumer’s path to purchase across devices and platforms, we can engage in digital storytelling that tailors its messaging based on each individual’s past interactions with our marketing assets.

Performance through automation

The potential for personalized content marketing has only recently been realized in any concrete terms, and there is still a long way to go before we arrive at a seamless approach to this discipline.

AI technologies can also comb through our data and surface important insights that we otherwise would never have time to uncover. These software packages play the role of a dedicated team of data scientists, with the advantage of being hugely scalable.

It is essential to apply a more agile organizational framework as part of a digital transformation process, just as it is vital to use data and AI to deliver true customer-centricity.

The processes that keep this machine running smoothly should also be automated to create repeatable, reliable functions that can be used globally.

The consensus has shifted somewhat on the role of AI in this area. Rather than view this as a threat to our employability, most senior marketers now say that AI can manage the laborious aspects of our jobs and work with us to produce better outcomes.

This relationship between people and technology can be a hugely fruitful one, but we must define where the responsibilities for certain tasks lie. AI technologies can analyze data at a scale we can barely even conceptualize, and they can learn from real-time feedback to adjust how they function. This can liberate employees to focus on the strategic aspects of their campaigns.

Thus, automation is not just about getting computers to carry out the tasks we would prefer not to do; automation is about performance. AI can perform these tasks more successfully and cost-effectively than we can, uncovering new insights in the process that allow us to build better experiences for our customers. In fact, 27 percent of marketers we surveyed cited greater productivity among their staff as the prime benefit of AI solutions.

Artificial intelligence and digital transformation go hand-in-hand, but a concerted effort is required to maximize the potential of this symbiotic relationship. Digital transformation needs new structures, new technologies and most of all, a new mindset in relation to the customer.

With these parts in place, AI can flourish by uncovering new insights, creating personalized experiences and enhancing the capabilities of our marketing departments.

Senior Project Manager at Infosys

Article by channel:

Read more articles tagged: CRM