The Evolution of CRM

Customers buy products in return for money. But at the heart of our client's vision was another exchange, which was perhaps even more fundamental. Customers would give their time and attention – and in return they wanted an experience that meets their needs, what is often referred to as 'return on engagement' But how can you offer a suitable experience when you don't know enough about the customer?

Our client had gathered data, but it was siloed – and there was a big disconnect between the physical and digital operations of the business. The two were not integrated, making it difficult to build a picture of the customers' widely varying needs. This was also a global business with different approaches for different markets, leading to further inefficiencies and silos. It was time to consolidate, standardize, and to really get to know the customer.