Managing the customer lifecycle process: the case for consolidating CRM, ORM and social media




Many digital agencies are guilty of creating pockets of excellence within their production units that are good, but cannot combine their collective strength to be truly great.

Integrating CRM, ORM and social media into a collective unit will improve customer insights, allow for optimisation of media channels and create opportunities to engage with customers in a more meaningful way. Data and more importantly, the intelligent application of it, will be the golden thread that will allow each silo (CRM, ORM and social media) to operate most effectively within the collective whole.

In practical terms this means the gap between what we can predict of customer behavior and customer’s actual behavior should shrink.

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