SUSTAINABILITY
experience and deliver the behavior change our clients are seeking . That might be to get the customer to spend more , become more loyal , or even to feel more positively toward the brand . To complete the loop , we analyze the resulting data and optimize the strategy .”
Armadillo , which is celebrating its 25th anniversary this year , lists McDonald ’ s , the BBC and Disney amongst its clients . The company claims to have run a number of CRM strategies as part of integrated
“ With the accessibility of powerful marketing technology and the empowerment it brings , clients ’ needs are more fluid and varied than ever before ”
– James Ray , CEO of Armadillo CRM campaigns for clients which have driven double-digit uplifts in performance from the CRM channel alone . Impressive – but as companies embark on digital transformation and become more tech-aware , has CRM become more popular ? “ Yes ,” says Ray . “ The diversity of our client base points to this – digitally native brands like Hotels . com , where CRM is baked in to their DNA , as well as more traditional businesses like McDonald ’ s and Disney , where what started as a specialist channel is now core to their future plans .
“ We often start working with businesses when they are consciously at a turning point in their approach to managing and using customer data .
We help them build the strategy for managing their customer relationships , which helps define the associated requirements for technology within the business . I think there ’ s a shift in client expectations going on , not only in CRM but in marketing services more generally , too . With the
54 April 2018