Modern Marketing, CX, CRM, Customer Trust and Identity

Theodor Purcarea

Holistic Marketing Management Journal, 2019, vol. 9, issue 1, 42-55

Abstract: It is a real need to better understand the importance of maintaining company’s CRM applications and capabilities within the context of the spectacular evolution of the CRM industry, and the role of adequately calibrated CRM data in refining marketing strategy, better understanding the customer behavior, including by applying the emotional connection targeting framework on a company’s CRM data, knowing how CX is made up, and the significance of the (micro) moments throughout CX. We are in full debate centered on the “Internet of Things” (IoT) and “Internet of Everything” (IoE), on the significant use of Blockchain in CRM, on technology becoming our 6th sense and customer intimacy at the confluence between operational excellence and emotional connections, on the higher impact of the seamless and unique customer journeys compared to touchpoints, on the essential digital CX channels and the digital CX must-haves for the long run. We are also witnessing the continuing preoccupation with regard to the modern marketer, beginning with Econsultancy’s “Modern Marketing Manifesto”, “Modern Marketing Model”, (M3), Modern Marketing Blueprint (MMB) and the new report “Skills of the Modern Marketer”, and continuing with NGData’s preoccupation to redefine the customer relationship with data so as to deliver value and contextually relevant CX every time an organization interacts with their customers engaged via both physical and digital channels, while applying best practices for data-driven marketing in accordance with the data-driven marketing strategy recommended by Smart Insights. There is no doubt, as demonstrated by the 5th Salesforce State of Marketing Report, that marketers are being particularly well positioned to take a leading role in CX initiatives, while needing a completely unified view of customer data and unlocking the data needed for personalization at scale, as well as to improve their ability to achieve true cross-channel engagement.

Keywords: Modern Marketing; CX; CRM; Customer Trust and Identity (search for similar items in EconPapers)
JEL-codes: L86 M31 O33 (search for similar items in EconPapers)
Date: 2019
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