CRM for DTC brands - same rules, different tools
Photo by Possessed Photography on Unsplash
There’s no mystery to CRM in a post-Covid setting for DTC brands, as much as many selling expensive tech platforms would have you believe. Despite the DTC revolution that’s recently been forged, CRM still offers a set of principles and frameworks for brands to succeed. Working with colleagues at Squad, we’ve been pondering the shift away from traditional retail marketing to e-comm and considering the role of positioning and CRM within this, along with considerations for other disciplines and channels too.
In truth, the same principles that have always applied still prevail. I call it getting the basics right. There are many great CRM wizards out there who talk about innovation in the discipline, but when it comes down to it, they are talking about the same principles that have been around for decades.
Regardless of the massive disruption there has been in many markets prompted by the pandemic, brands would do well to return to brass tacks and concentrate on the basic principles. Same rules, different tools.
The sheer pace of change in the last 18 months left many brands floundering, unprepared (as we all were in fairness) for the sea changes afoot that brought about the new normal.
The first question of marketing was, is and will always be centred on the customer. Who are we targeting and what do they need, think, and feel? When you are confident of being able to answer this question, you can discover relevancy and empathy in any given set of circumstances, even in the extreme ones we recently saw. Comms about ‘being there for people’ and ‘we’re all in this together’ were not what people wanted at the time. The oft-used words ‘unprecedented’, ‘challenging’, and ‘uncertain’ laced every touch point. It felt empty, generic, and lacking in empathy.
To put your customer at the heart of things you need to listen and respond in a human way ensuring you ‘meet the customer’ and show genuine empathy, add real value, and make them feel you’re ‘for them’ in whatever way is relevant – delight them, reassure them, excite them – whatever it is.
Technology needs to help us out here so that real-time listening and points of engagement can be identified and harnessed, particularly navigating challenging regulatory compliance. But don’t let technology lead. Get the strategy right first and then find the technology that will support your vision. There’s a lot of systems out there and it can be over-facing. Most brands only use a fraction of the capability of the systems they spend good money on – it’s true.
To be a leading DTC brand in these revolutionary times requires a 360 view of customers across all touchpoints (e-comm, service, loyalty programmes) throughout the various stages of the relationship with the brand – newbie, engaged customer, loyal customer to advocate. You’ve probably heard people like me banging on about this for many years, but customers really do expect a joined-up experience and it’s therefore essential for business structures, business process management and technology to support this conversation in totality. Data and systems unification are now matters of necessity.
I like to keep things simple. I’m a card-carrying CRM poster girl and here’s my brass-tacks principles:
Know your customer – in the words of Barry White, my first, my last, my everything. This is an ongoing process. Know them as people and their experience, not as data sets. Understand that they have the power in this relationship and know that they do
Understand their journey and every touchpoint. Walk in their shoes and map it out. Remove any points of friction and barriers between the brand and the customer
Work out how you can personalise and be relevant to them, what you might say or offer - (anchored by your brand positioning and your commercials)
Design your technology eco-system to support this process – not the other way around. Make sure your tech supports agility, speed, and connectedness
Test, learn, refine - supports improvement and a culture of innovation
The above isn’t really rocket science or new and this is not a plea to approach your CRM programme in a simplistic way. However, based on these principles, the outcomes can be innovative, creative, empathetic, and motivating to your customers and ensure that you remain relevant. Only good things will come.
Find out more about my CRM services and more from agency partner Squad who have created a playbook on on how the pandemic has rapidly accelerated the shift from bricks-and-mortar retailing to e-commerce.
