CRM Marketers Want Better Personalization Capabilities in 2022

Tinyclues’ State of CRM Research highlights gaps in CRM resources and reveals strategic focuses for 2022
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Today, Tinyclues, a CRM Marketing Technology Company, released the results of a quantitative research study focusing on CRM Marketers. The State of CRM research report is based on a survey delivered to nearly 100 CRM marketers worldwide. The research focuses on CRM marketers’ key challenges, tech resources, marketing strategies, and tactics to improve customer centricity in 2022. This is the latest wave in a series of annual CRM studies from Tinyclues.

The findings highlight that CRM Marketers face a new set of challenges in 2022 with specific concerns around the connectivity of tech solutions and personalization. The top gaps CRM marketers identified were 48% mentioned a need for tech solutions that are easier to integrate, 44% selected easier access to data, and 43% solutions that connect more easily into their existing stack. This highlights the need for CRM marketers to build a connected, full stack solution and the ability to make better use of their data.

Creating personalized, relevant experiences for customers is also a big area of concern for CRM marketers with 37% of marketers saying a need for better personalization capabilities is a big gap. To dig into this further, Tinyclues took a closer look at best in class CRM programs (those that have an integrated tech stack and a deeper view into their customer among other attributes) to identify areas on which CRM marketers should focus.

Best in class marketers are 68% more likely to use preference centers to learn more about their customers and 9% more likely to personalize content. This shows that advanced CRM programs are dialed into customer preferences as it relates to what content they want to see and the channels on which they wish to communicate. In fact, best in class CRM marketers 43% more likely to employ an omnichannel CRM marketing strategy while the total sample was more likely to stick to a single CRM channel.

“This year we are really seeing a shift in focus toward delivering relevant experiences for each individual customer,” says Benoit Bouteille VP of Customer Success at Tinyclues. “And they are looking for technical solutions that integrate together to help them deliver these experiences through omnichannel activation, personalization capabilities, optimization, and measurement.” CRM solutions will no doubt have to focus on interoperability to deliver on the expectations of CRM marketers in the months and years ahead.

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