[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2017\/04\/07\/customer-engagement-data\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2017\/04\/07\/customer-engagement-data\/","headline":"Data and customer engagement: Fueling the future of CRM","name":"Data and customer engagement: Fueling the future of CRM","description":"Beyond traditional CRM, data drives customer engagement and increased revenue. Is your company keeping up or lagging behind in the digital economy?","datePublished":"2017-04-07","dateModified":"2021-08-08","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/angela-schuller\/#Person","name":"Angela Schuller","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/angela-schuller\/","identifier":241,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/45fe7483550fd281aa014966788126deadc488efe90dd5e80e946e79c9bb1892?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/45fe7483550fd281aa014966788126deadc488efe90dd5e80e946e79c9bb1892?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2017\/04\/data-and-customer-engagement.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2017\/04\/data-and-customer-engagement.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2017\/04\/07\/customer-engagement-data\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sales\/crm\/","name":"CRM","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management","http:\/\/www.wikidata.org\/entity\/Q485643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/service\/customer-service\/","name":"Customer Service","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_service","http:\/\/www.wikidata.org\/entity\/Q1060653"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":439,"keywords":["CRM | Customer Relationship Management","Data","Digital Marketing","Personalization"],"articleBody":"Two out of three executive leaders believe their current CRM system is not enough for their future customer engagement needs, according to a recent survey.In a Facebook Live\u00a0session, Volker Hildebrand, global vice president of Strategy, SAP Hybris, shared his perspectives on why companies have to look beyond traditional CRM in order to adequately meet the needs for their customers in today\u2019s digital economy.Data and customer engagement: Businesses need to think beyond traditional CRMWith the evolution of technology, consumers are more connected to information than ever before. And because of this, businesses need\u00a0to understand and innovate based on what their customers want, and in real time.\u201cThere\u2019s a paradigm shift from customer relationship management,\u201d said Hildebrand. \u201cIt\u2019s shifting away from managing those relationships towards a customer engagement, where you can really engage with your customers in the moment when it matters to them, as opposed to following your internal processes. You\u2019ve got to think beyond the silos of commerce, marketing or service.\u201dIf service isn\u2019t convenient, you could be losing revenueBecause of hyper-connectivity, consumers today don\u2019t have time to waste \u2013 and neither does the company that is trying to serve their needs. According to Hildebrand, convenience is a \u201chuge competitive differentiator\u201d when it comes to powerful and effective customer engagement. \u201cConsumers are saying \u2018if you make my life easy for me, then I\u2019d rather do business with you than anybody else,\u2019\u201d Hildebrand explained.There\u2019s a business imperative, then, that companies must\u00a0understand and leverage the access points where customers are making inquiries on their products. Gone are the days when sending an email to an identified group was enough to secure a sale. \u201cTraditional methods of mass-marketing doesn\u2019t resonate anymore, and they\u2019re being ignored by the audience,\u201d Hildebrand explained.So how do companies get the attention of the consumers they are trying to reach by harnessing data and customer engagement? They must \u201cblur\u201d the lines of reaching the customer. For Hildebrand, it\u2019s about connecting \u201cunassisted and assisted service\u201d to the customer so they feel more confident with the purchase they are about to make.Customer service, for example, has traditionally been a touchpoint post-sale; now these reps are central to helping customers have the information they need to confidently make purchases.\u201cData is the fuel for customer engagement and being able to pull together all the relevant information about in real-time,\u201d Hildebrand said.  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2017","item":"https:\/\/www.the-future-of-commerce.com\/2017\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"04","item":"https:\/\/www.the-future-of-commerce.com\/2017\/\/04\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2017\/\/04\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Data and customer engagement: Fueling the future of CRM","item":"https:\/\/www.the-future-of-commerce.com\/2017\/04\/07\/customer-engagement-data\/#breadcrumbitem"}]}]