Customers increasingly expect brands to speak to them with one voice, to provide them with an omnichannel experience. That’s a tall order, but those who get it right can “build longer-term customers relationships and greater emotional investment with the brand,” says Annie McClorey, director of engagement at ActionIQ.
You still need brand campaigns to attract new customers. But when it comes to existing customers, CRM initiatives can deliver far more precise, relevant experiences—if you are able to leverage the full spectrum of your customer data. In this short video, marketing leaders from Pandora, Theory, and ActionIQ discuss: