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Meet Matt Tilling, Head of CRM at Telia Lithuania. After developing data-driven customer strategies and consulting in the UK, Matt ended up in Lithuania, where he’s driving digital transformation in a Swedish multinational telecom. We explore the evolution of communication channels, the changing face of customer engagement, the delicate balance between becoming customer-centric and achieving business goals. Tune in for a conversation at the intersection of CRM, digital transformation, and customer-centric strategies.

Key Takeaways:

  1. Importance of personalization: Personalized communication, especially through email, continues to be a potent tool for engaging customers. Tailoring content to individual preferences can significantly boost customer engagement.
  2. The power of Call Centers: Traditional call centers still hold importance in customer communication. They serve as an assisted channel that should not be overlooked.
  3. Email’s relevance: Contrary to claims of its demise, email remains a valuable communication channel. Effective personalization and relevant content are key to its success.
  4. App-based interactions matter: The influence of app-based interactions and push notifications is on the rise. Developing effective mobile app strategies is essential for modern Customer Value Management.
  5. Data integration challenges: Managing and integrating data in marketing technology can be complex. Adopting a step-by-step approach to building a Customer Data Platform (CDP) can help streamline this process.
  6. Balancing customer-centricity and business goals: Striking a balance between customer-centricity and meeting business targets can be challenging. It often requires a cultural shift within the organization and a long-term perspective.
  7. Practical implementation strategies: Starting small, using empirical approaches, and allowing room for experimentation are practical strategies for successfully implementing customer-centric initiatives.
  8. Digital transformation journey: Understanding where your organization stands in the digital transformation journey is crucial. Assessing digital maturity and aligning strategies accordingly is essential.
  9. Customer-centricity metrics: Measuring customer-centricity, particularly through metrics like Customer Lifetime Value (CLV), is essential for tracking progress and ensuring alignment with long-term customer satisfaction goals.
  10. Continuous Improvement: Customer-centricity is an ongoing journey. Regularly reassess your strategies and adapt to changing customer needs and market conditions.

Book Recommendation:Direct and Database Marketing” by Graeme McCorkell, written in the 90s, provides valuable insights into the principles of data-driven marketing.

Join us in this conversation at the forefront of CRM, digital transformation, and customer-centric strategies.