CRM data needs due process

It has been interesting to see so much focus on Customer Relationship Management (CRM) over the past year in titles such as Marketing Week. However, the hype seems to be exceeding what many companies are actually doing to understand and manage customers.

In my observations of a large number of companies, it seems that there are too many which, despite advances in technology, have made no progress in their use of customer data in the past ten years. It’s surprising to find companies that make no effort to clean their data, or which don’t have a single database but collections of product or channel databases. Also, it is surprising to find companies that waste money getting information from their customers which then sits unused, or which churn out reams of analysis which forgets the customer, and focuses instead on products and channels.

Only by applying clear thinking to exploit data can companies hope to understand their customers and develop true customer focused strategies. All the hype about terms like CRM is meaningless unless companies tackle the data basics.

Roger Luxton

Head of consultancy

MarkIT Information Services

Newbury

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here