Unifying CRM

How a single view of the customer enhances customer experience, improves operations, and enables seamless interactions

The world of CRM has changed. What was once a system of records with disparate data sets has shifted to favor a single, unified view of the customer. Today, the most forward-thinking organizations are connecting their front and middle offices by creating one, clear image of the consumer footprint.

But why is the unification of CRM necessary? At its heart, CRM is about understanding customers’ needs, desires and journey. Those organizations that take an outside-in approach to CRM are more in-tune with people’s lifestyles and emotional responses. They understand the moments that truly matter to the customer—and this understanding permeates the entire organization, delivering a frictionless experience for both employees and consumers.

And with customers becoming increasingly likely to choose brands based on past experience and their feelings toward them, it has never been more important for organizations to grasp ‘what makes them tick,’ and to be ready to act on what they know.


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Request the PDF to understand why the unification of CRM is so important in today’s less certain world and how organizations can begin this process of change to gain a competitive advantage. 





Julio J. Hernandez

Julio J. Hernandez

Global and U.S. Customer Advisory Lead, KPMG US

+1 404-222-3360
Sucha Kukatla

Sucha Kukatla

Principal, Advisory, Customer Solutions, KPMG LLP

+1 312-646-8029
Michael Herman

Michael Herman

Principal, Advisory, Customer Solutions, KPMG US

+1 212-954-3898
Brian Higgins

Brian Higgins

Principal, Supply Chain & Operations Leader, KPMG US

+1 312-665-8363
Cameron Taylor

Cameron Taylor

Manager, Advisory, Customer Solutions, KPMG US

+1 214-840-4673