Scaling up CRM in a high-growth business

Catherine Allan, Jim Mccarthy-Cheung and Veronika Usmanova
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Catherine Allan: Babylon, UK
Jim Mccarthy-Cheung: Babylon, UK
Veronika Usmanova: Babylon, UK

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 3, 205-213

Abstract: There are a wealth of potential tools, techniques and data that a digital customer relationship management (CRM) team can use to add value to an organisation, yet it can be extremely hard to get all the required data, tracking and systems in place to scale at speed, especially when working within a high-growth business. This paper details how the CRM team at Babylon took the CRM function from one person sending a monthly email newsletter to a global business unit which utilises data-driven personalisation and automation across multiple channels to deliver key business results; all within 30 months, and during a time when Babylon itself doubled in size and value, and added new international markets to its offering. The team went through four key phases: Getting Started; Test and Learn; Scaling Up; and Optimising.

Keywords: CRM; email marketing; push notifications; app engagement; membership marketing; tracking data (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2021:v:9:i:3:p:205-213

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