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In every relationship there are key important moments which can stimulate interest, progress sales and generate tensions. Usually there are no second chances to make a good impression and so its essential that communications are successful.

Taking an example from sales, it may not be enough that you have good results and good numbers. If your message is not in context that the potential customer understands, you can fail. A successful proposal will communicate empathy with that potential customers situation.

It is a similar story when considering the role that CRM should play. Simply storing data and information about potential customers is not enough.This information should provide the relevant context for the purchasing prospects. Successful CRM should help the sales team to engage the prospect with a personal and contextualised message.

Field example; the case of Disney

The theme parks proactively manage their customer experience to reduce wait times on attractions and in restaurants, deploying characters to keep customers entertained and parades to guide them to less busy attractions. These have resulted in a better than 10% improvement in the number of attractions an average visitor can enjoy but Disney has a greater ambition. Experimenting with smartphone applications and wrist bands Disney can imagine a time when, for example, a character will know how many times a visitor has attended, their name and their favourite ride. Disney is driving technology change to make put each visitors experience in personal context.

Customer experience first

Leadership and the entire business strategy should focus on enhancing the customers experience, ensuring that all communication is in context and effective. Loyalty programs including VIP cards and selective discounts are gaining acceptance amongst consumers and enable companies to gather significants amount of consumer related data. How this data is used can determine success as consumers patience with generic communications decreases. The differentiating factor will be the way that multiple sources of data is used to support contextuaised, personalised costumer communications.

The winners will integrate increasing amounts of data to create greater levels of customer engagement based on authentic experiences that deliver tangible Returns on Investment.