Question

3) Nowadays, what are the relationships and synergies between a CRM system and an omnichannel marketing strategy? Actually, how are they affecting the consumer journey and the consumer experience? Provide an example of their integration (L'OREAL PARIS EXAMPLE)

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Answer 1

The relationships and synergies between a CRM system and an omnichannel marketing strategy, especially from customer point of view is that the customer experience becomes better and customer preferences are met with such synergies. Moreover once the customers get various options to choose from and with varying channels of marketing such as online, offline, door to door, personalised, marketing etc, it becomes easier to reach out to more customers and customer conversion rate also increases. Moreover the customers get what they want with better customer service. For example, L'oreal Paris with its range of fashion, personal styling products has established an omnichannel marketing strategy for enhanced customer experience and markets its various products through both online and offline modes, thereby catering to more customers. Moreover it is synergised with CRM since the entire omnichannel marketing strategy is aimed towards providing better customer service and managing better relationships with customers.