Cross-channel and interactive CRM: towards long-term customer relationships

Cross-channel and interactive CRM: towards long-term customer relationships

Jul 22, 2011  inspiration

 
 

Last week, I wrote a post about the importance of an integrated approach to grow the long-term impact of contact strategies. The reason is simple: coordinated contact strategies, especially those that use multiple channels, simply have a better ROI and long-term impact.

In the end building long-term customer relationships is the goal of every business. While cross-channel campaigns are often designed to coordinate multiple channels in driving the campaign target audience towards a common goal (conversion marketing), such as a purchase, a download of a white paper or any other goal, cross-channel and coordinated contact strategies aim at building, nurturing and developing relationships overall.

Customer Relationship Management is a natural extension and sometimes even a prerequisite of a successful conversion marketing or interactive marketing program.

In fact, a comprehensive CRM program is a marketing essential,  a core element of enterprise competitive strategy and of customer-centricity. You must ideally have and maintain a long view of customer relationships.

The need for a single 360 degree customer view

Today, in the multi-channel reality, a single or 360 degree view on the customer (and other contacts) view by building, retaining, and exploiting the knowledge of your interactions with them is a must. Smart data enables smart relationship marketing and cross-channel conversion marketing campaigns. Smart campaigns and interaction strategies result in conversion AND in smart data.

Those are a few of the many reasons why Selligent has smoothly integrated its conversion and cross-channel marketing suite Selligent Interactive Marketing with the Selligent Relationship Management suite, based on our extensive experience in CRM.

However, Selligent Interactive Marketing suite is in many cases combined with CRM solutions that are already selected or implemented and is therefore also smoothly integrated with other CRM suites like Microsoft Dyamics CRM, Salesforce.com and others.

Although stand-alone campaigns and strategies have their crucial role in driving target audiences in a cross-channel way to a common goal by optimizing conversion and thus personalization, segmentation and customer interaction data, the 360 degree view and interactive CRM integration is key in building long-term customer relationships.

Want to know more about the Selligent Relationship Management suite? Contact us for more information or to request a demo. Read more about the integration of Selligent Interactive Marketing and CRM here.



Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".