How did CRM take a central place in our communication strategy and those of our clients?

[Digital] Data at the heart of the communication strategy

Yesterday, communications strategies and communications campaigns were built on data from separate systems. Today, it is important to collect information in real time and continuously from a wide range of platforms.
By centralizing all the information, collected over the course of the interactions, it is possible to obtain a very detailed knowledge of all the contacts and to group them into homogeneous segments.
The analysis of customer data, through CRM, makes it possible to measure the commercial potential of all these segments. So much information with high added value to define a relevant communication strategy and then build a communication plan adapted to the different targets, according to their respective potential.

A communication plan built around each contact

In addition to offering a strategic vision to our communication department, the CRM is an operational tool to steer our actions: emailing, newsletters, invitations, events, distribution of content, call campaigns, SMS or direct mail … These means are used in a complementary way to reach each target, at the right time, with the right message. Our CRM makes it possible to capitalise on customer knowledge to build a personalized approach and therefore, improve conversion, satisfaction, additional sales and loyalty. A true integrated multichannel communication centre, CRM not only allows us to orchestrate all our actions, but also to build and monitor all our performance indicators. An essential step to understand the impact of the actions carried out and optimize those to come.
Being responsible for communication within a publisher and integrator of CRM solutions is a real opportunity to model our product according to digital developments, the needs of our customers and ours, internally. This improvement process, both collective and continuous, is at the service of ever more personalised and effective communication!
Let’s share our ideas to build, together, a CRM in line with the communication of tomorrow.