Combining Digital Data with Traditional CRM to Enhance Customer Experience

Putting the customer at the heart of your business strategy has been the key to success. It seems obvious, however, data & CRM specialists agree it is still an aspiration for many. CRM systems that combined digital, mobile and social data alongside traditional touch-points are outstripping those that don’t.  In fact, brands like Domino’s Pizza and Starbucks have cracked the customer service game thanks to their combined approach.
‘The art of CRM doesn’t change, but the channel has. It’s all about talking to customer in relevant way, at the right time, on the right channel and adding value to the customer’s life. Combining the digital alongside offline data has enabled companies such as Pizza Hut and Domino’s, to identify individuals rather than just households,’ said Celerity’s Managing Director Jason Lark.
According to Econsultancy.com, the benefits of joining up digital, mobile, social and offline CRM data include:
No Duplication
Businesses that have integrated all touch points into a single view CRM system are outperforming those that aren’t because they don’t duplicate messages.
1-2-1 Conversations
Data drawn from Facebook, email and other social media channels means large multinationals have an opportunity to have a 1-2-1 conversation with customers.
Real-time Relevance
Using mobile as a channel to collect and harness data has allowed companies to create targeted, personalized offerings.
Agile Customer Service
Companies that have embraced social media, now respond to conversations with customers instantly, demonstrating agile customer service.
Personalization
By tracking offline and online activity organizations can personalize content to reward to the customer.
Tracking Former Customers  
Data created from the digital wallet allows you to track the consumer once they’ve left your site.