CRM's seven signs of life: How to resuscitate your CRM strategy

White coats on, stethoscopes at the ready – Carolyn Bondi of  Blueberry talks us through the basic biology of CRM campaigns and provides her top tips for boosting your strategy.
 

This year more than ever, sales figures need to be busily multiplying. But if you suspect that your campaigns could be DOA, it’s time to check your CRM strategy for the Seven Signs of Life.

If you feel your strategy may be falling short, there are plenty of things you can do to administer first aid. Follow our seven-step guide to putting the life back into your CRM campaign:

 

1. Movement

Is there movement out there? Are you harnessing all your customers and prospect touch points and correctly via the web, email, DM response, in-store, social media, delivery and operations? Think about every touch point as an opportunity. It’s imperative you gather the right information in the right format. Make sure you seek permission from customers to contact them, and get their postal address – it makes all the other jobs possible. Email only or badly permissioned data can render your customers unreachable, unhygienic or prematurely ageing!

 

2. Respiration

Is your database breathing? You can only tell if you have a working Single Customer View. Get your individual customers into one place, have one household address, prioritise the household and align everyone’s recorded sales and interactions with you across all your products, brands and channels.

 

3. Sensitivity

How sensitive are you to your customers and prospects? Do you have a thorough understanding of their needs? If you collected address details it’s now time for some analysis - what do they do (their purchase patterns, buying behavior, channel they use, what they buy) and who are they (lifestyle and demographics)? Build a portrait of your customers that takes everything possible into account, focusing on the areas in your business with the most potential.

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