Mastering CRM: 4 key steps

Getting CRM right doesn’t mean chasing every new tech trend, it’s about really mastering a few essential basics.

1.   Clear multichannel communication: Make sure your messages are consistent and connected across all channels - email, social media, direct mail, WhatsApp, websites, and even instore when needed.

2.   Predictive personalisation: Build next-best-action models that help you anticipate what each customer might want next. If you're ready, look into proactive AI tools that can make your predictions even smarter and more tailored to individual behaviours, profiles, and preferences. There are a few good ones around now, and they’re even GDPR friendly too!

3.   Customer co-creation: Get your customers involved. Let their feedback guide your content and messaging, keeping things authentic and meaningful in language which really engages them and with content that’s relevant.

4.   Effective MI dashboarding: Create interactive dashboards that clearly show you what's working, and what's not, so you can continuously improve your CRM strategy.

In short, doing CRM well means getting these basics spot on, using smart technology thoughtfully, and genuinely connecting with your customers at an individual level. There’s no single magic solution, just several smart steps that make a big difference.

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