Ben Davis says, “To somebody like me who hasn’t worked at the sharp end of customer relationship management (CRM), it can be confusing to consider the theory.

I set out to discover where CRM, marketing automation, sales, and data management platforms cross paths, and how CRM is implemented.

CRM in layman’s terms

It is common for troubled CEOs to utter the immortal line, “we are putting the customer at the heart of everything we do”. Well, old-fashioned CRM did exactly that.

CRM programmes were designed to allow companies to foster customer feeling and loyalty, rather than simply transactional interactions. This focus on retention (keeping track of communication with the customer) delivered greater ROI than simply chasing more and more novel sales prospects.

CRM enables the analysis and management of customer interactions with sales, marketing and service departments, ultimately shaping the customer lifecycle but also, more broadly, organisational processes”.

What’s the difference between CRM, marketing automation and DMPs?

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