According to a thesis conducted by students at SKEMA (a business school in Lille and Paris), the reasons why CRM strategies fail include
- The lack of accessibility to data by marketers.
- Lack of confidence in the reliability of data.
- A complex and obscure way of organizing data.
- Lack of fluidity in the use of tools.
- A lack of time dedicated to reflection, analysis and taking a step back (teams always working in a rush).
- A complex organization of teams.
- Lack of communication between the data/technical and marketing departments.
- A misunderstanding of CRM issues on both sides.
So it's a story of people, tools, data and language!
The organization of a CRM team is complex to define. Between strategy definition, customer knowledge, campaign planning, targeting, sales pressure, email writing, statistics analysis, deliverability monitoring .... Who does what? How does the CRM team fit in with the Data team and the Marketing team? Should we focus on individual autonomy and accountability or double-checking? Do we build safeguards into our tools? What are the mistakes to avoid?
How can developing a CRM organization be a prism to accelerate the transition to digital?
We discussed all this with Pierre Génin on Thursday, January 12, 2023. Pierre is currently CRM Manager at Challenges and Sciences et Avenir. He has over 20 years of experience in customer relationship optimization and has worked on CRM optimization for multi-brand groups such as CMI France and Stratégies.
The discussion in audio version
The discussion in video version (please watch in low definition)
The participants
Pierre Génin is currently CRM Manager at Challenges and Sciences et Avenir. He has more than 20 years of experience in customer relationship optimization, C-Level training and team management. He has worked on CRM optimization for multi-brand groups such as CMI France and Stratégies.
Linkedin link: https://www.linkedin.com/in/pierregenin/
Marion Duchatelet : She advises Badsender's clients in their emailing strategy and in the choice of their tools. She organizes master template design workshops for LePatron email builder. She writes articles, hosts lives and podcasts, does training with Badsender but not only that, she jumps on all good ideas to make sure they become reality. She never gives up, never! She wants to understand everything, EVERYTHING! Linkedin link : https://www.linkedin.com/in/marionbajeux/