CRM Platform (Customer Relationship Management)
What is a CRM?
A customer relationship management platform is used to manage interactions with customers and capture key information generated through these interactions.
CRM platforms are not designed to import significant volumes of data from other systems but they are focused on transactional activity and enabling customers’ needs.
A crucial component of the tech stack and an invaluable resource for developing personalized experiences, CRM data should be unified with other “tech” components of a marketing strategy. This includes demographic information (gender, age, marital status, education), geographic location/billing country (city, etc.), interests and preferences as well as buyer personas captured by BI
Examples of CRM
As CRM platforms possess all the information your business needs to understand how a customer interacts with and likes your company, there are countless strategies for using this data.
CRM platforms can be used for a wide variety of processes and campaigns including but not limited to:
Automatic customer records based on purchasing or contacts lists.
Scripts and checklists for surveys.
Evaluating social media responses after live events or campaigns.
Geography is important when grouping customers for targeted activities. Providing personalized offers or promotions, notifying customers of product announcements, suggesting videos based on viewing history and recommended content largely depend on where the customer lives.
Geometries are also used to create user profiles for further matching with retargeting cookies and online ads, all in order to maintain a steady increasing client base. CRM systems can be optimised to segment users and treat them with personalization.