Managing Customer Experiences in an Omnichannel World by Dirsehan Taşkın;

Author:Dirsehan, Taşkın;
Language: eng
Format: epub
Publisher: Emerald Publishing Limited
Published: 2020-10-21T00:00:00+00:00

Customer Relationship Management

CRM refers to gathering and examining customer data in order to provide a better service for customer needs. As this process significantly influences consumers in terms of competitive advantage, it increases customer loyalty for the brands. CRM is positioned under relationship marketing, and it is synonymously used with terms such as direct marketing or individual marketing. (Solarova & Svec, 2016). Basically, CRM analyzes the interaction between businesses and their customers. Moreover, CRM largely benefits from technology in order to deliver unconventional after sales service to customers. Overall, CRM relies on a strong relationship between the company and its customers (Turhan et al., 2012).

Integration of customer data consists of helpful effects of data sharing among various channels which openly support omnichannel strategies (Hsieh et al., 2012). Also, it is critical to indicate that adequate management of multiple channel models necessitates retailers to share different marketing intelligence such as inventory, pricing, and consumer information across all channels. (Berman & Thelen, 2004). The association between omnichannel and CRM is persistent. In order to escalate the impression of omnichannel service quality, information on purchase and profiles of consumers should be constantly updated on various channels instantaneously (Sousa & Voss, 2006).

Additionally, in order to advance and customize qualitative data for future shopping experiences, retailers gather the online and offline transaction data of their loyal customers (Oh & Teo, 2010). Peppard (2000) points that the integration of customer data collected by various channels would not be as useful as collecting data through omnichannels in terms of customer experience regarding high quality. Thus, it is believed that the key point for omnichannel approach is data integration, for which companies should focus on attracting lots of attention in order to create their own loyal customer databases.

It is acknowledged by retailers that synchronizing customer data for business leads to improvements and results in higher levels of productivity as well as better customer service. Therefore, there is a positive correlation between CRM, the execution of omnichannel approach and customer satisfaction (Kotorov, 2002). For online channels, customer loyalty is created by customer satisfaction. Additionally, it is usually mentioned that satisfaction is one of the main factors for creating e-loyalty. Therefore, the relationship between customer satisfaction and customer loyalty in omnichannel structure is regarded to be in the same scope (Anderson & Mittal, 2000).

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