Retailers Still Working on CRM
Retailers ‘get’ the
need for customer relationship management (CRM) but many, if not most, have
not quite gotten the hang of making it work to its fullest potential, according
to a piece on the CRM Buyer website.
research director at AMR Research, said part of the issue is connected to “what
retailers mean by ‘CRM.’"
“Some use a rewards
or a loyalty program,” Mr. Fletcher
told CRM Buyer. “Others use call centers to help customers solve problems.
But only a few have a fully integrated approach to CRM. Mainly, they put in
a program on an ad hoc basis to address pain points as they emerge.”
divisions within retail organizations prevent many from achieving the level
of consumer insights that leads to a competitive advantage, according to Mr.
especially the traditional brick-and-mortar companies, revert to a silo situation.
They may expand to a catalog sales operation or an internet program, but they
set up separate operations for these channels and the channel managers don’t
cooperate,” he told CRM Buyer.
“They duplicate data collection and never fully exploit the CRM capability
of getting a complete customer profile because they don’t integrate the customer
data,” he added.
president of Customer Insight Group, sees the situation changing as consumers
push for more.
“The online retail channel has changed the customer experience
told CRM Buyer. “With digital marketing, the customer expectation level
is higher. Customers can shop a variety of sources easily. They can get product
reviews and information from web sites and blogs. So, now they expect retailers
to provide this kind of support. The whole engagement environment with the
customer has changed, and the retailers are beginning to react to it.”
Questions: What is your assessment of the state of CRM in retail marketing
today? Where do merchants need to be concentrating their efforts? Is there
a concern about unrealistic expectations in terms of the benefits of CRM implementation?