DIGITAL DISRUPTION
IN THE PAST few years the mantra has been revised . Data is now power . Information guides effective decision making in every area of commercial enterprise . Within the human domain the technology at the forefront of this movement is the CRM system . Workers record every aspect of an interaction , from quantitative facts and figures to the important emotional details essential to soft skills like birthdays , children ’ s names and sports club affiliations .
With the shadow GDPR compliance now looming over UK business , real human contact is likely to undergo something of a renaissance as companies move away from e-contact and digital marketing campaigns . Undoubtedly CRM experts will already be sharpening their systems , ready for business growth across the 12-month period .
The holistic horizon Working across several business disciplines engenders a comprehensive view of the industry . CRM consultant Nimisha Brahmbhatt has helped direct the implementation of CRM systems for FTSE 100 clients such as Centrica and Accenture as part of an overall customer contact strategy .
We asked her to detail the most significant improvements in the industry over the last six to 12-month period : “ It ’ s hard to target what has significantly changed but I would say automation within these systems has excelled in leaps and bounds . Whereas the primary focus in the past has been on communication , now it ’ s centred on empowering users to take reflexive actions when they interact with the messages from these systems . This has significantly changed the way businesses profile audiences , and with the integration of tools such as social media and analytics , these systems are advancing relationships with the customers , powered by the information that is specifically relevant to them .”
What does Brahmbhatt feel are the key implications of these changes ? “ The largest factor impacting revenues created by CRM systems is the creation of bespoke customer journeys ,” she explains . “ Constructing the messaging and language to create an experience that is meaningful within the context of the business should be a main
18 February 2018