2022-04-20-KPMG_Global-Unifying_CRM_17页_724kb

Unifying CRM Summary

This report emphasizes the growing need for unified CRM systems to enhance customer experiences, improve operations, and enable seamless interactions in today's digital economy. Key drivers include digital acceleration, changing consumer behaviors, and pandemic-induced shifts, with 79% of CEOs prioritizing seamless digital customer experiences. A unified CRM integrates customer data across front and middle offices, providing a single view of the customer to drive personalized engagement, improve decision-making, and increase profitability. However, organizations often struggle with data silos, implementing CRM as mere technology tools, leading to adoption challenges.

Core benefits include breaking down departmental barriers, such as marketing, sales, and service, to create a connected enterprise approach. This supports competitive advantage and customer loyalty, as 63% of consumers value personalization. The report highlights three CRM maturity stages: departmental (siloed data), integrated (cross-departmental processes), and unified (single customer view), with best practices focusing on data quality, master data management (MDM), and creating a Center of Excellence for governance and adoption. Overcoming adoption involves training that connects CRM to job roles and demonstrating tangible value.

Unified CRM enables real-time insights, optimizes supply chain operations, and supports the customer lifecycle from awareness to retention. KPMG advises businesses to start with an outside-in perspective, align with strategic goals, and leverage their expertise in CRM solutions for digital transformation. Ultimately, unified CRM is a journey that requires disciplined execution to achieve greater customer-centricity and business value.