Running a successful business, whether you’re a small business or a global enterprise, is all about knowing your customers. This has always been true. In fact, it’s this need that led to the development of customer relationship management (CRM) software platforms like those offered by Salesforce and Microsoft.
And while CRMs are still an important part of a business’s technical infrastructure, the massive shift to digital over the last fifteen years has changed what it means to “know your customer.” As a result, the question for companies is no longer which CRM platform to get. It is how do companies push beyond CRM to create a technology stack that can help them understand and engage customers in a digital-first world.
Before the digital revolution, “know your customer” meant know them well enough to create segments with associated messages and offers to better target them based on broad needs. However, as digital technology has become more prevalent, businesses have to do more. With even more customer interactions — email, web, social, phone, in person — companies need to know not only who their customers are, but what they were doing and where they want to engage.