Why CX is the key to a successful CRM strategy


Customers aren’t just demanding better service, they’re demanding more automated engagement and more personalized, nuanced experiences. 

Customer relationship management (CRM) systems help to analyze customer data, identify sales opportunities and manage marketing campaigns. These systems are beneficial for many reasons, but they can also help to enhance and streamline the customer experience (CX). 

Why CX is so important to business success 

CX is a key component of CRM systems, which can help to promote customer satisfaction, loyalty and advocacy. However, by 2025, 50 per cent of large organizations will have failed to unify engagement channels, according to Gartner’s CRM Strategy and Customer Experience Primer for 2023. This will result in a “disjointed and siloed CX that lacks context.”  

But, Gartner also predicts that by 2026, 60 per cent of large organizations will transform their business models to provide “world-class” customer and employee advocacy levels through total experience (combining customer, employee and multi experiences). 

Key challenges in providing a seamless CX 

Reaching that goal is difficult without a 360-degree view of customer data. Too often, that data is siloed across marketing, sales, e-commerce and customer support teams. That makes it difficult to manage the customer experience, since data may be outdated, incomplete or inaccurate. 

Yet, a critical success factor in creating world-class CX is providing a consistent customer experience across all channels. This requires the right technology, but it also requires a strategic plan and holistic approach. For example, it’s important to understand how customers interact with your business—and their key challenges, motivations and expectations—through direct customer feedback and customer journey analytics. 

From a technology point of view, getting value out of your CRM system means first consolidating data across departmental silos to provide a single source of truth. It also requires high-quality data—and enough of it—to generate meaningful insights, so a CX strategy should incorporate tools and methodology to collect, analyze and monitor data across channels and touchpoints. This can help to unlock the full benefits of a broader CRM solution. 

Reaching your CX business goals  

The right CRM system—integrated with existing tools and processes—can help businesses reach their CX goals by providing a seamless customer experience that drives satisfaction, loyalty and advocacy.  

At Logient, we understand the CX challenges that businesses are facing, and can work with you as a trusted advisor to increase synergies across departments and build a seamless customer experience.