Bare necessities: segmentation made simple
Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide ‘segmentation made simple’.
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Cart before the horse for CRM?
When thinking and talking about a CRM strategy don’t just focus on the IT implementation that is the customer database technology. A clear understanding of customer journeys and how a customer interacts with your organisation will help you align your internal business processes and CRM strategy with these interactions.
Using CRM to strategically develop your audiences
Helen Dunnett explores what we mean by Customer Relationship Management (CRM) and why it’s not widely adapted. Using a Royal Liverpool Philharmonic Orchestra (RLPO) case study, she demonstrates the impact that segmentation and targeted campaigns can have on developing audiences.