Proto Customer Journey Map workshop meeting

Digital CRM, the New Way Forward? 21 Feb 2013

A CRM (Customer Relationship Management) manages customers’ interactions with a company. This helps companies to analyse their customers’ behaviours, predict their wants and to deliver a customer experience that is more fulfilling. An article from TechTarget claims that a digital CRM is the new way forward for every industry (from Disneyland to dishwashers). With this knowledge, organisations can personalise their products to suit their customers’ needs. The article explains how a smart refrigerator by Samsung can track its contents allowing users to share shopping lists and notify them when someone has bought the mustard. Using a digital CRM to improve  customers’ experiences with your service/product will of course, create happy customers who are more likely to attract more business and remain loyal to your organisation.

The data collected from digital CRMs however, can also be used for targeted marketing. Details such as the time and date that customers use a certain service/product is one of the many pieces of information that is noted. In our previous post, we explained that companies should stay away from being stalker-like. Of course there are certain limits of using sensitive data to sell to marketers. If companies begun to do so, customers’ trust would be greatly affected, giving your brand a bad name. This will have serious affects on your customer satisfaction and loyalty.

Read the full TechTarget article here. 

About Us

Find out what drives us and how our passion for designing, enabling and scaling outstanding services delivers what your customers really want.

Read About Us

Our Work

Find out how we’ve helped some of Australia’s biggest brands transform their approach to delivering an outstanding service experience.

View Our Work

Join the Proto community and receive practical resources to help you become more customer-centric!

Welcome to the Proto community! Our goal is to provide you with not only the latest insights into Experience and Service Design, but provide you with ongoing support and ideas to improve your customers and employees experience.

Subscribe