You’re not going to believe it, but you’re already doing CRM
Según la Gestalt, “el todo es más que la suma de las partes”. Si aceptamos el mantra de la escuela alemana, estamos abocados a aceptar que la construcción estética contiene una gramática propia, unos elementos básicos que en su conjunción forman un todo con entidad propia, pero disoluble y flexible.
Do you have a platform where a user can register via a form?
Yes? Well, don’t panic, but you are already doing CRM. CRM is the acronym used for Customer Relationship Management and refers to the set of practices, business strategies and technologies focused on the customer relationship.
If you already have the practice and the technology, all you need now may be a clear strategy to better manage the relationship and bring it to fruition: The El Dorado of Digital Marketing, THE CONVERSION.
Let’s consider an e-commerce platform on which all the users who buy from you end up registering – in a database (DB) – all their personal data associated with products that they either like or buy. Then that’s the first step in building a relationship with them: you know what they like.
Is it important to have a CRM strategy for the efficient management of the digital business cycle?You will convert more and spend less
But now it’s time to act in accordance with a well-thought-out business strategy. It is worth noting that the emergence of the multi-device era turns personal channels into private areas, i.e. a mobile application under login must display segmented content, not generic content, so we are already communicating relational offerings.
Our strategy cannot rely solely and exclusively on email marketing or social networks as activation channels, we must adapt the content to each channel and personalise it for each user.
How good CRM management will make your efforts profitable
From this point, optimising your tools or improving conversion rates requires, firstly, the analysis of data to generate inferred knowledge and then activate the appropriate levers, always aligned with the strategy and business objectives.
The mission is to know how each user behaves on each device and the motivations driving the purchase. It is knowing the what, the how, the when and the why to adapt both the communication and the product.
You will continue to do CRM, yes, but this time based on a conscious and optimised strategy which is aligned with your business objectives. You will convert more and spend less.
Do you want to convert more and spend less?