After the accelerated shift of customers towards digitalisation, there has been an irreversible change: the customer is now connected to the world, and by default to any company. They no longer see brands as suppliers from whom they occasionally make purchases, but as entities with whom they enjoy a relationship. This comes with expectations of seamless, responsive, and relevant communication. For the company, that means forging a deeper bond with their customer.

CRM, as a strategic concept and as a technology, is no longer a purely optimisation element, but also a vehicle for strategic execution: in addition to managing transactions, it delivers experiences.

This study directly addresses the question: is it possible to transform CRM successfully and with minimal risk? It’s about using best practices alongside expert capabilities.

The report outlines these best practices, from how to design the initiative through to its implementation.