Many businesses see the use of ‘multichannel customer intelligence’, also called CRM 2.0, but are not yet able to implement it. CRM 2.0 is basically combining online and offline data to get a more complete picture of your customer.
The biggest hurdle seems to be the actual linking of offline customer data with online customer data.
According to an Econsultancy survey only 16% of the companies integrate online and offline marketing, only 13% take actions based on the customer behaviour and only 11% use a ‘cross channel’ approach.
The good news is that it SEEMS that the surveyed companies do not lack the will to implement CRM 2.0 since 34% of them claim that they put the customer first when making strategic decisions.
Most of them also see the advantages of Customer Engagement.
As many as 68% indicated that information about the behaviour of their prospects and customers would be an added value to their company but then again only 45% is currently actually able to collect this data.
The more companies know about a customer, the more targeted their marketing and sales activities can be. So there is still a lot of work to do.
More information in the PDF that you find here.
PS: for the record, the PDF is published by a company I am in no way related too
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