With the way many companies talk about CRM, you may find yourself thinking the “R” stands for “record” instead of “relationship”.

Brands focus on endless databases of customer information, making CRM feel like a quantity play. They’re hopeful that if they can just get a few more attributes, then they’ll finally know exactly who their customer is and how to reach them. In reality, having quality data is what will help move the needle for their audiences. 

Today we’re here to put the “relationship” back into CRM and assure you that success doesn’t hinge on knowing every single detail about your customer. Effective CRM is about bringing the right data together and finding ways to activate it in contextual moments that demonstrate a true personalized level of understanding. 

Great relationship management is all about connections: connecting your media insights with CRM data, connecting those data points to the right actions and touchpoints, and ultimately connecting with your customer to create long-term value. 

Over the next few months, we’re excited to redefine CRM and explore what it means to deliver contextually valuable experiences for your customers – from a loyalty standpoint, from a data needs standpoint, and much more.