Developing strategic relations based on behavior


Created nearly ten years ago, and having become for many companies an actual need as well as a competitive advantage, for others almost a trend to be followed, nowadays CRM (customer relationship management) is being replaced by CRS (customer relationship strategy), its natural follow-up. The simple management of customer relations, often based on stand-alone campaigns which are not integrated, or on pre-packaged static contact plans, is no longer rewarding.

The underlying concepts of CRS, based on metrics associated with behavior rather than on personal data targeting alone as in the past, are two apparently simple rules whose application calls for specific competences and a professionalism which skillfully combines information technology and digital marketing. On the one hand it has become increasingly necessary to be able to collect, then read and interpret data – a lot of data – also known as “big data”: this includes an ability to observe and gauge in order to choose the most relevant information and kpi values, interpreting all of this with a view to gaining useful evidence for decisions in line with the corporate goals. On the other hand it is essential to be able to react “on-the-go”, based on the most important data which a company can map: purchasing behavior, user relations with regard to the various digital touch points used, reactivity rate to the inputs provided and the most frequently used devices.

Today all this is possible thanks to fully digital mechanisms and to behavioral targeting, which is at the core of what is known as progress marketing, necessary to redefine clusters on-the-go and to modulate one-to-one communications with vertical contents and proposal which are valuable, relevant and customized.

The difference is clear. From the mere adoption of tools which often create weak links, to the creation of continuing, stable and long-lasting relationship.

Many companies organize a contact plan through dem and newsletters, analyzing only the open rate and click through data. On the contrary, not many of them analyze cross-campaign data or conduct a re-segmentation of the database on a regular basis, targeting and customizing communications with contents which are relevant to database mapping: this is CRS.

The results are clear: incremental opening rates, punctual measurement of the relation between digital campaigns and sell-out results, steady growth of redemption and ROI.


Fulvio Furbatto