Reframing CRM from Tactical Tool to Engagement Methodology
Destination CRM, Wednesday, October 30th, 2024
The acronym CRM, which stands for customer relationship management, is tossed around liberally, but it isn't widely understood in a comprehensive way.
CRM is often viewed primarily as data and technology rather than a methodology to help brands understand audience needs, deliver rational and emotional value, and measure impact. Most CRM definitions and implementations focus on the how while often overlooking the why.
Even with a narrow focus on the how, upwards of 70 percent of CRMs fail. Often systems are implemented without proper alignment with business objectives. Even if your CRM isn't failing, it may not be serving the business to its fullest potential.