So when considering how to manage CRM, it is counterintuitive to begin with a debate over whether to keep it in-house or appoint an agency. Instead, clients need to take an honest look at their internal structure. Is there a culture of shared knowledge, or do brand/product teams operate in virtual isolation?
If it is the latter, the first hurdle is finding a way to pull together the different strands of information and knowledge to create dynamic customer understanding. As for whether that is best done in-house or by an agency, it’s a case of horses for courses.
Chief Executive, TDA