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.