Nobody puts CRM in the corner, or indeed, no brand should.
Customer experience is the new battleground for brands. And loyal, repeat customers are the prize. Yet all too often, once someone has made that first purchase, communications are relegated to shouty broadcast emails that languish unread in inboxes. It’s time to unshackle CRM from its current tight spot. Instead connecting it into the whole brand experience and with its customers.
Four out of five customers consider the experience a company provides to be as important as its products and services, according to a Salesforce report from 2020. So it's no surprise that our research, Brand Fractures impacting Customers 2022, found that two in three people stop using brands because of poor customer service. In fact, a third of those people stop using brands specifically because of poor communication.
Understanding customers and connecting with them in meaningful, relevant, and timely ways means going beyond the dry, functional sales emails that have become the norm for CRM. All too often, brands ignore why people fell in love with them in the first place, and it probably wasn’t being ‘messaged at’ or arm-wrestled into a sale via generic email…