Each pillar works together to lay the foundation for creating a robust program that benefits both your brand and your audience.

When you’re in the beginning stages of developing your CRM program, the first pillar is critical. You’ll need to establish a vision and then find the right people and processes to define and meet your goals and objectives. Taking this first step will lend credence and validity to your program while helping you secure buy-in from stakeholders in your organization.

Take the time to choose platforms that work to meet the goals you established in the first pillar. Your ability to unify customer data within your MarTech stack significantly improves your ability to deliver a personalized marketing experience with measurable results to grow your business. But, a word to the wise: as your brand and customers evolve, so should your MarTech stack. Keep an eye on new trends, functionality improvements, and tech advancements; then, adjust your strategy accordingly.

A scalable approach to finding and acquiring your target customers expands your program’s reach, allowing you to drive conversion and deliver a strong ROI. But, it’s not only about growing your database. You need to find the right audience for your brand and collect quality data from them. Remember, consumers value trust and personal connection, so be transparent, honest, and open about how you plan to use their data.

First, let’s state the obvious: your marketing and automation strategy should be centered around your customers. By developing a comprehensive customer journey that incorporates thoughtful onboarding and behavioral triggers, you’ll boost your program’s effectiveness by increasing trial and loyalty. Pay particular attention to creating a value exchange between your brand and your audience, and consider a multi-channel approach to round out the experience.

Collecting customer information does nothing for your brand if you don’t have the appropriate processes in place to utilize the information. Your brand should be reviewing data regularly to help reduce wasted costs and improve the customer experience. A complete view of performance and customer data allows you to identify trends and opportunities to continuously enrich your CRM program while showing its impact on your brand’s bottom line.

Next Steps

Each overview above barely scratches the surface of how each pillar helps brands like yours build and maintain a thriving CRM program. To gain deeper insight into identifying what is and isn’t working and how to strengthen your brand’s capability, download our comprehensive Five Pillars of Successful CRM white paper.

Interested in personalized feedback on your brands relationship marketing approach? Take our Relationship Marketing Score.