Mastering CRM: The interaction of CRM tactics and the right system landscape

The implementation of Customer Relationship Management (CRM) or Customer Experience (CX) software is based on a long-term strategy to develop customer relationships. This allows you to identify short-term opportunities and realize significant profitability. Digitalized processes that are based on a flexible and scalable system landscape are crucial here.

Some companies are not using strategic and tactical CRM to its full potential. In order to successfully implement tactical CRM in a company, it is important to first determine which phase of the customer life cycle the focus should be on: Acquisition, engagement, cross-selling, up-selling, customer retention, service, loyalty or customer win-back.

• Companies that offer contract services (e.g. telecommunications, streaming services, fitness studios), for example, focus on customer acquisition, retention and win-back.
• Companies with high acquisition costs (e.g. retail banks) focus on customer development.
• Fashion retailers focus on loyalty programs, cross-selling and up-selling for their market segments.

Most of the benefits that result from tactical CRM come from analyzing available information in existing databases. Tactical CRM uses this information and gains valuable insights into the target groups. Finally, the processes are digitized and automated to generate profit from these insights.

#CRM #CX #digitaltransformation #innovation #customerretention