As we continue our Q&A with Steven Holstein, former CMO of Guardian, we’ll dive deeper into the idea of a robust CRM system.
Mobile devices continue to enhance our understanding of customers, as well as how we can strengthen relationships with them over time. When a lot of people think about information they have on a customer, they immediately point to CRM (Customer Relationship Management). How do you view the role that CRM has played and how will evolve in the mobile future?
Holstein: “When CRMs first hit the scene, I think it was the consultant’s dream because CRM meant everything – the overall gambit of how you actually manage an overall relationship. But in the field, what it meant was a reporting mechanism because it was stand-alone from all the different applications that a salesperson uses in their sales life or business world.
Over time, the data that’s within a CRM system has gotten much more robust, especially as you’ve been able to tie all of your marketing and customer data bases, regression models and all the insight that comes from all the different record keeping administration and trading systems to essentially give you a much richer understanding of each customer. What the mobile device then gives you and what the connectivity that’s starting to occur between the CRM systems and the mobile device is all of that insight at your fingertips at the point of sale. You can take all of that rich information – call it data, but hopefully call it insight – that’s within your architecture from all of your prior touch points, all of your prior interactions, all of your current relationships you have with that customer and on that mobile device reconfigure and personalize that presentation, that content you’re going to put in front of that customer at that point in time.
It really is powerful, and over time it’s going get more powerful as this mobile trend continues to mature – and as importantly, as these producers and content owners continue to mature and become much more efficient at putting the information out there.”