5 Experts Share Tips for Using CRM to Stay Close to Your Customer

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This post is an excerpt from our Digital Growth Summit event in Sunnyvale.Here are the digital marketing experts who contributed to this blog: Michael Brito Erik Ober Thibaut Munier Lindsay Chastain Alan Garcia


 

Here are some key takeaways from the CRM Best Practices panel:

Experts Share Tips for Using CRM to Stay Close to Your Customer

  • Have one central view of the customer
  • CRM is all about building relationships and nurturing those relationships as well as acquiring new relationships. Focus on putting all of your systems in one place so all of your team members are able to collaborate in one place.

  • Create custom audiences to get social data
  • Most social networks will not allow their data to be integrated with CRM programs. However creating custom audiences allows you to match your first party data to the social network and personalize content for your customers.

  • Build and measure incrementality at the people-based level
  • Focus on building a people-based vision within your organization. Once you have an overall vision you can focus on determining the right KPIs to measure performance.

How can you successfully build relationships with hundreds of thousands of customers and do it effectively?

It’s not the return on the relationship but what can we put in to get something incremental out. —Lindsay Chastain

I think that is a conversation that you have with your CMO. How do we take all of the resources that we have, the budgets that we have, and figure out where we can drive incremental value? So it’s not necessarily the return on the relationship but what can we put in to get something incremental out? —Lindsay Chastain

How do you successfully deploy a CRM program or if there is one already in existence how do you manage it successfully?

Custom audiences have a paid element so you can't just put content in front of certain people. —Michael Brito

I think there is a big theme in the industry where everybody knows that social and mobile is exploding and everybody is trying to figure out how can we take all of this social and mobile data and get it into our CRM to build that unified view of the customer. The challenge with that is that the social data is the most valuable data, but these social media channels will not allow you to take that data and attach it to your CRM profiles. What they are doing now with custom audiences is that they are matching your first party data and CRM data to these social channels so now you can take all of this context that you have in your first party experiences and you can use that to personalize content and messaging to people or customers on the social channels. I would recommend custom audiences because I think that is one of the most important things happening in CRM right now. —Erik Ober

Custom audiences have a paid element so you can't just organically create custom audiences and put content in front of certain people. —Michael Brito

Build a people-based vision within your organization. —Thibaut Munier

I would say build a people-based vision within your organization. Over the last few years, organizations have been very siloed with whole departments focusing on search or affiliation. You want to have one single view at the end of the day to stay customer-centric such as building a department for first visit or first purchase. Building the vision is critical and then discovering how to get the right KPIs to measure the true performance. The key takeaway here is incrementality; how to build and measure true incrementality at the people-based level. —Thibaut Munier

Understand as an organization how you are going to handle enhancements, bug fixes, etc. over time. —Alan Garcia

This is a mentality, it is not always a software. There is a term called Application Lifecycle Management or ALM, which is a critical piece to every deployment of CRM. It is understanding as an organization how you are going to handle enhancements, bug fixes, etc. over time. —Alan Garcia

What are some tools that you have used to either manage a robust CRM program or pieces of a CRM program?

You need to have one central view of the customer across all of the different use cases. —Erik Ober

As someone from Microsoft, of course I want to recommend Microsoft Dynamic CRM, but I will also recommend a few other things. I would recommend that you also look at DocumentDB that is a data management tool that can help power and enhance your data methods. If you have your own custom applications, vendors can actually build and have applications running out of the marketplace for you. There are also third-party applications like Informatica, Zapier, and Microsoft Launch Flow. —Alan Garcia

We take this view that you need to have one central view of the customer across all of these different use cases or business units because customer care needs to have the same view as marketing, advertising, commerce, the research and analytics team. We are working towards one integrated platform and beyond that, integration with other systems is really important. LiveRamp is doing a really cool thing to onboard data to different systems. Segment.io is making it easy to push data around. MParticle is doing it for mobile devices. At Sprinklr, putting all of those systems in one place and having all of those teams being able to collaborate in one place, getting unified reporting in one place, and governance for the enterprise so user permission-ing is there as well. —Erik Ober