How CRM drives transformation and resilience
Hideki E. Hashimura
CRM/CX Strategist and CMO at redk CRM Solutions - Associate Lecturer on Digital Transformation at University of Cambridge
In today's business environment, where change is the only constant, organisations are continuously challenged to adapt, evolve, and stay ahead of the competition.
Amidst this perpetual state of flux, Customer Relationship Management (CRM) systems have emerged as vital tools, not just for managing customer interactions, but as a mechanism to deliver meaningful, long-term value and differentiation; also acting as a transformation driver and a pillar for resilience.
The COVID-19 pandemic underscored this reality, as companies across the globe faced unprecedented disruptions. During this time, brands that had invested in well-implemented CRM systems were able to maintain continuity, adapt quickly to new customer needs, and even find new opportunities for growth amidst the chaos. For example, companies in the retail and hospitality sectors that had strong CRM frameworks in place were able to pivot to online models, personalise communications, and stay connected with customers, even as physical locations were forced to close.
What I find most interesting in my day to day is how brand leaders are talking to us about the challenges of “implementing CRM”, often citing a specific software product, such as Salesforce. It seems companies are finding difficult to think of CRM as an overarching initiative that involves business and technology and that aims at delivering specific business strategies, so they are unable to provide the right governance and leadership to drive these projects to success.
CRM is a lot more than software, it does more than manage customer interactions; it equips businesses with the agility and resilience needed to thrive in an unpredictable world. It enables companies to stay focused on delivering value and differentiation, regardless of the external challenges they face.
So here are some things that I found can help you understand CRM initiatives better.
Three Core Elements of Success for CRM Projects
The foundation of any successful CRM project lies in a deep understanding of the business it aims to serve. This goes beyond knowing what the company sells; it’s about comprehending the nuances of customer behaviour, market dynamics, and the unique challenges the business faces.
A CRM system should be tailored to support the specific objectives and strategies of the business, ensuring that it becomes a powerful enabler of growth rather than just another piece of technology. By aligning CRM with business goals, organisations can ensure that every customer interaction contributes to the broader strategic vision.
In the digital age, data is often hailed as the new oil, and for good reason. The insights derived from customer data can be transformative, offering companies a detailed understanding of their audience, identifying opportunities for growth, and enabling personalised experiences that drive loyalty.
Understanding data is not just about analytics, is about mapping the flow of data as it builds a profile throughout the customer journey. Personalisation, automation and the enablement of A.I. require data to be well understood, mapped and leveraged.
A successful CRM project harnesses the power of data, turning raw information into actionable intelligence. It’s crucial to have a strategy for data management, ensuring that data is not only collected and stored effectively but also analysed and utilised to inform decision-making at every level of the business.
Only people can drive things forward. Technology can only take an organisation so far; the real differentiator lies in the culture of the people who use it. A CRM system’s true potential is realised when it’s embedded in a culture that prioritises customer value above all else. This means fostering an environment where every team member is empowered to contribute to the customer experience, where collaboration is encouraged, and where the focus is consistently on how to better serve and engage customers.
When the entire organisation is aligned towards creating value, CRM becomes not just a tool but a catalyst for transformational change.
Four Layers Needed to Drive CRM Success
To truly harness the power of CRM, businesses must approach its implementation with a comprehensive, multi-layered strategy that addresses different levels of depth within the organisation. These levels—Strategic, Operational, Tactical, and Technical—are interconnected and must be carefully aligned to ensure the success of any CRM initiative.
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At the highest level, the success of a CRM project starts with a clear strategy that aligns the organisation’s business objectives with its technology initiatives. This means understanding the broader goals of the business—whether they are related to growth, customer retention, or market expansion—and ensuring that the CRM system is designed to support and drive these objectives by providing the digital ecosystem that enable operational performance.
Strategic alignment ensures that CRM is not just seen as a standalone tool but as an integral part of the business’s overall direction and vision. This alignment is crucial for gaining executive buy-in and ensuring that the CRM project receives the necessary resources and attention.
Once the strategic alignment is in place, the next step is to focus on the operational level, where the goal is to streamline business operations across multiple functions, teams and departments. Efficiency is the key here—companies cannot be effective unless they are efficient first. This requires a careful alignment of people, processes, and technology.
CRM systems should be designed to eliminate silos (here the need to understand data is crucial), promote collaboration, and automate repetitive tasks, freeing up valuable time for employees to focus on more strategic activities. By optimising operations, businesses can ensure that their CRM efforts lead to tangible improvements in productivity and customer satisfaction.
The tactical level is where the rubber meets the road—this is about putting in place the specific processes and tools that employees need to do their jobs effectively. This involves designing workflows, setting up automation, and configuring the different CRM system components (not always from the same software vendor) to support daily operations. It’s about ensuring that the CRM platform is user-friendly but especially that it provides employees with the information and working tools they need to interact with customers in a meaningful way.
At this level, attention to detail is critical; the CRM system must be intuitive and tailored to the specific needs of the business, empowering employees to deliver on the company’s strategic objectives. Building the right tactical tools often requires close collaboration with managers and people on the ground, so you can secure a good understanding of what is needed.
Finally, at the technical level, where technology is the angular stone. The focus is on building a robust architecture that supports the CRM initiative. This involves using modern methodologies to create a digital CRM framework that is scalable, secure, and integrated.
Key considerations include a data management strategy, integrations with other systems (interoperability), platform selection (most software is deployed on a Saas model where considerations about speed and reliability are extremely important), and security protocols for internal and external compliance.
A well-architected CRM system not only ensures that the company’s technology investments are used intelligently but also guarantees that the system can grow and evolve with the business. Scalability and security are particularly important in today’s digital landscape, where data breaches and system failures can have serious consequences for both the business and its customers.
Looking Ahead in Your CRM Journey
Technology plays a pivotal role in supporting these four levels—strategy, operational, tactical, and technical—each of which is essential to the success of a CRM project. However, it’s important to remember that CRM is more than just a technological solution; it’s a transformational force that requires careful strategy and thoughtful implementation, regardless of what software you are working with, be it Salesforce, SugarCRM, Zendesk or any other CRM vendor.
For brands to truly benefit from CRM, they must approach it as an integral part of their broader business strategy, ensuring it is aligned with their goals and embedded in their transformation agenda and the organisational culture. By doing so, companies can unlock the full potential of CRM, driving sustainable growth and differentiation in an increasingly competitive marketplace.
Working at redk, I have been able to work on helping companies successfully navigate the complexities of CRM projects across various industries, and I find it very exciting to be part of that change, to be a driving force for transformation. I invite you to contact me and ask me about some of these case studies.
Our consulting services are designed to address the unique needs of each business, ensuring that every CRM initiative is aligned with the company’s strategic objectives and operational realities. By working closely with our clients, we help them streamline their operations, implement the right tools, and build robust technical frameworks that support scalability and security.
Our expertise in aligning business goals with technology solutions has enabled many organisations to transform their customer relationships, drive efficiency, and achieve sustained growth. Through a combination of strategic insight, operational know-how, and technical proficiency, redk has become a trusted partner for businesses looking to harness the full power of CRM.
Business Analyst at Full Throttle Falato Leads, Our services include access to over 1 billion contacts and the ability to develop persona-based drip marketing campaigns using Emails & LinkedIn automation.
4moHideki, thanks for sharing! Any good conferences coming up for you?