United States
CRM Buyer
November 19, 2009
By Kristin Hambelton
It's understood by marketers that one of the
most important ways they can differentiate their offerings in today's unique
selling environment is by creating a remarkable customer experience. One step
toward achieving this goal is to ensure they have a single database that is
tightly integrated with their CRM system to capture inbound and outbound
dialogue and create a multidimensional marketing view of the customer.
However, marketers face some hurdles as the inbound and outbound dialogue between brands and their customers gets increasingly diluted and difficult to control. With so many more relationship channels (online/offline, traditional/emerging) that require personalization, it's increasingly difficult for marketers to manage them. As a result, brands run the risk of diluting their messages and losing customers.
To solve this problem, marketers need a comprehensive, single solution to help automate and streamline their marketing programs and tailor them to individual customer lifecycles.
