We have developed a holistic approach to CRM based on two decades of experience working with multinational and multibrand companies. It is a simple yet powerful approach, which we have found to be incredibly valuable to better understand why so many brands fail to get personalization right – and where the route to success lies.
Our holistic approach is based on aligning the four forces of CRM: Data and intelligence, Content and creative, Technology and platforms, Activation and orchestration.
However, aligning the four forces is dependent on a well-defined vision and strategy: The vision is the first step, describing how the experience for the customer is going to change in the future when engaging with the brand. This sets the overall direction for our efforts, and without knowing where we are going, we are not going to get where we want to go. The next step is defining the strategy and understanding how far away we are from our vision. That is where the strategy is born; it's where we survey the terrain, marshal resources and kickstart the transformation.