Customer Experience

Hey there! These days, businesses that don’t put the customer first get left behind. I’ve found that bringing together customer experience (CX) and customer relationship management (CRM) is the best way to keep your customers happy and your business growing. Recently, I shared my experience on how aligning these two strategies works. Let’s talk about what I’ve learned, how I’ve used these methods in my work, and why I think you should too.

What’s the Deal with CX and CRM?

So, what’s the real difference between CX and CRM? Simple: CRM is all about supporting business needs, keeping track of how to improve it, and driving sales/conversions. It’s focused on your company. On the other hand, CX is all about the customer. It’s focused on understanding how customers feel, what they experience, and how you can improve that.

Here’s the thing: you can have all the data in the world, but if you’re not paying attention to what your customers experience, you’re missing out. CRM is the engine; CX is what makes the ride smooth. Both matter if you want loyalty that lasts.

How I Made CX and CRM Work Together

1. Customer Journey Mapping at ExpressSteuer

At ExpressSteuer, a startup in tax services, we used customer journey mapping to get everyone on the same page about what kind of experience we wanted to offer. We brought together teams from marketing, product, and other departments to figure out what customers loved and where they got stuck. The result? We fine-tuned our CRM strategy and boosted conversion rates by 10–15 percentage points.

Getting everyone aligned on what matters to the customer was key. You can’t expect CRM to work if your teams don’t understand the journey your customers are on.

2. Reactivating Users During COVID-19

COVID-19 hit hard. We saw active users drop fast, and we needed a way to bring them back. I used customer feedback to figure out what different groups of users needed. For some, it was clear communication about when venues were reopening. Others needed discounts, while some wanted reassurance about safety. This approach helped us achieve a 15% conversion rate, even in the middle of the pandemic.

Q&A Insight

During the Q&A, someone asked how we decided when to offer discounts in our reactivation strategy. We ran tests in one region first, to see if combining discounts with reopening communication worked. When our conversion rates dipped below a certain threshold, we rolled out the discounts more broadly. This approach allowed us to make quick decisions and adapt as needed.

The lesson here? Don’t wait. Test early, listen to your customers, and adapt quickly.

Why CX and CRM Are Stronger Together

Here’s the bottom line: combining CX and CRM gives you a complete view of your customer. Here are five times when using both made a difference for me:

1. Standing Out from Competitors: If you want to be different, CX is what will set you apart.

2. Getting Executive Support: When leadership buys into CX, you’ve got a chance to make real changes.

3. Cutting Through the Data Mess: Too much data can be overwhelming. CX helps you find the insights that matter.

4. Navigating Industry Changes: When big changes hit (like COVID), CX gives you the flexibility to adjust.

5. Fixing Failing Campaigns: Sometimes CRM campaigns flop. CX insights can help you understand why and make improvements.

Key Takeaways

• CRM and CX are better together.

• CRM focuses on managing relationships and data, while CX looks at the whole customer journey.

• Combining the two leads to better customer satisfaction and stronger business performance.

• Customer journey mapping and feedback are essential tools to improve both CX and CRM.

About the Speaker

I’m Jessica Jantzen, Head of CRM and Customer Experience at Project A. I’ve worked across industries, from startups to established companies, and I’ve seen how powerful CX and CRM can be when they’re used together. I’m all about creating customer experiences that don’t just meet expectations—they exceed them.

About the Meetup

Organised by Audrey Mann and Jessica Jantzen, the INSIDE CRM Meetup is a platform for CRM professionals to share insights, strategies, and success stories. It brings together experts from various industries to discuss the latest trends and innovations in customer relationship management.

Disclaimer: This article has been generated with ChatGPT based on an audio transcript and presentation slides from the INSIDE CRM Meetup. The content has been reviewed by the presenter to ensure accuracy and relevance.