Putting the 'mmm' into CRM

As a PR practitioner, I'm fully aware of the importance of targeting key messages to identified audiences, so I was very impressed by the personalized – and more importantly – relevant, email from Exclusive Books.

The email referred to a previous cartoon book that I'd bought, and went on to offer some enticing tidbits about a similar type of book.

They pushed the right button. Clearly, Exclusive Books is using the latest telecommunications technology to enhance their customer relationship management (CRM) programmes – and it paid dividends. They've used their market intelligence very well, managing to talk directly to a targeted customer with the appropriate message.

Every business has customers, regardless of the nature of the business. Sometimes these may be employees, sometimes customers may be spread all over the world. But regardless of its scale and scope, every business needs to communicate with its customers, and an effective CRM programme can be the vital competitive differential.

I think there are even further advantages when an organisation's CRM programmes is closely aligned to its public relations campaign. These two should be mutually supportive. After all, public relations is about reputation management and effective communication with identified audiences.

And, having been a recipient of effective communication from Exclusive Books, my loyalty has been secured. I've told everyone about this – and as we know, word-of-mouth promotion is very valuable.  All I need now from Exclusive Books are advance email reminders about forthcoming birthdays for my family and friends – and some appropriate gift suggestions!