CRM Perth our consultants are quite experienced at talking with the marketing teams of our client’s businesses about how they can make their jobs easier and more successful through the clever use of their CRM.

There is a link between making rapid progress up the marketing career ladder and understanding CRM, says Felix Velarde.

Felix Velarde is chief executive of Hire CRM Consultant Underwired and teaches at Hult International Business School and the IDM.

CRM (customer relationship marketing) is founded on a deep understanding of customers.

Often seen as the geeky bit of marketing, the skills required include the ability to interpret data, to extract customer insight, and to act on it. They also include the ability to plan ahead, sometimes based on an understanding of what customers do, or are likely to do, over the span of several years (think: buying bigger items such as a car or a sofa).

The CRM Boost

Over the past dozen years he has been working in CRM, delivering global strategies for major brands like Virgin, News International and McCain, teaching marketers core CRM skills, as well as running master classes for heads of marketing at The Groucho Club. He has noticed something remarkable about people who have these skills: they make unusually rapid progress up the career ladder – so he wanted to explore this thinking in more detail.

CRM requires an understanding of the life cycle a customer is on, from first consideration of a brand to loyal consumption and recommendation

The run-of-the-mill marketer tends to get caught up in day-to-day delivery of campaigns; CRM people manage to do this while understanding the overarching context of the activity. More often than not, a campaign within a CRM programme will not drive instant revenue, but will increase the value of the customer to the brand over the course of several campaigns. This requires a long-term view. As we all know, daily pressures (get a campaign out, check copy, chivvy along an agency, test an app) get in the way of thinking big, so how does a savvy marketer make it work?

It all comes down to measurement and markers. CRM requires an understanding of the life cycle a customer is on, from first consideration of a brand to loyal consumption and recommendation. Using data skills to help map this out provides several fantastic tools at once: a long-term view of the customer relationship; a sequence of stages in the life cycle, from engagement to conversion to retention; and a series of timed steps along the journey.

If you would like to know how you can improve your Customer Relationship Management strategy, processes and software and are interested in working with consultants that are local, guaranteed and deliver solutions that are simplified, you should get in contact now to book an obligation-free appointment at  Visit:  http://crmperth.com.au/contact-us/ and do a mail enquiry@CRMperth.com.au you can feel free to call us: (08) 6102 7284.