Three things successful D2C companies have in common when it comes to CRM

[ashammi228]

Muraoka: What is the "customer-centric CRM" that successful D2C companies practice ?

Kitagawa: CRM is about building relationships with customers, so the way it's done can vary from company to company. However, companies that have put customer-centric CRM into practice have three things in common .

First, the company's top management places importance on "customer experience" and "building relationships with customers ." As an example, Belta Co., Ltd., which I introduced earlier, has been focusing on CRM measures from the top down since the brand was first launched.

Secondly, many growing D2C companies consider customer centers to be " bc data china valuable touch points with customers" and operate them carefully in-house at great expense. I'm not saying that outsourcing customer centers is bad, but I feel there is a difference in how to utilize customer touch points, including how to set KPIs for customer centers.

The third is to listen to customer feedback on a daily basis and reflect it in marketing messages and product development . For example, they hold roundtable discussions with loyal customers to ask them why they continue to use the brand, and then convey that feedback to customers who have just started using the brand. Conversely, many companies do this as a matter of course, asking customers why they are canceling their subscriptions and resolving those issues one by one.