‘Creative Relationship Marketing’ Is the Sexier Side of CRM

CRM isn’t just a back end tool. It’s a creative engine, and it’s time we treat it like one

Multicolored close-up of a handshake — It’s time to reimagine what your modern CRM could be: a creative playground.CSA Images/Getty Images

By Ronald Ng & Diana Caverly

Let’s call it out. CRM has an image problem.

For too long, CRM has been boxed in as boring and relegated to the back end of marketing plans. Just another acronym for email retargeting, automated triggers, and—let’s be honest—spam.

It’s time to change that. Because when done right, CRM can be an emotionally intelligent, commercially powerful relationship building tool for brands. Why? People who feel appreciated and valued by brands are 88% more likely to stay, 86% more likely to buy, and 87% more likely to advocate.