Mar 17, 2020

Why You Should Play the Long Game in CRM, and How We Win Over Customers

Krzysztof Szymański
CRM Lead

Krzysztof Szymański, CRM team lead, was a guest on the Cross Engage podcast. He shares his insights on how and why CRM teams should shift their strategy to building long term relationships with customers rather than focusing on short-term wins. The industry expert also explains how the perfect mix of data and creativity is the secret to customer loyalty.


CRM stands for “Customer Relationship Management”, so why is so much CRM focused on short-term revenue increase? Krzysztof Szymanski, CRM lead for global tour providers GetYourGuide, thinks CRM managers are getting things wrong by treating customer relations as short-term flings rather than long-term relationships. Relationship building requires data, creativity, and consistent brand vision and voice. Today’s CRM managers have unparalleled access to customer data, however, by not prioritizing creative data activation as part of a consistent long-term brand vision they aren’t retaining their customers as well as they could be. Don't miss your chance to hear and see more of Krzysztof Szymanski at the Heroes of CRM Conference 2020 (https://www.heroesofcrm.com), Germany's largest CRM conference, on March 20 in Berlin. Don't miss your chance to grab a ticket. Using the code HERO2020, you get 25% off until the end of February. https://www.crossengage.io/11-krzysztof-szymanski-crm-lead-getyourguide/

We live in a world where businesses have to live up to a certain expectation of revenue goals, and it’s actually relatively easy to generate short term revenue when you know your customer base. Krzysztof explains how companies should be mindful of falling into the trap of using CRM campaigns to generate these short term wins – what happens when your customers get used to receiving discounts? It’s not sustainable. The expert explains why a CRM manager should rather spend their efforts on making the customer’s life easier and connecting them to the brand in an effective way.

Make the most out of your touchpoints

Krzysztof gives examples of how CRM teams can maximize touchpoints with customers. For a majority of ecommerce businesses, they receive their subscribers during the checkout process. These initial marketing touch-points shouldn’t feel too pushy or salesy. How can you fill the time between ordering a product and waiting for it to arrive? What can you write in a newsletter that can make a new subscriber feel welcome? Actively look for touchpoints and make the most out of these interactions to personalize interactions and build relationships.

Learn from your happiest customers

Focus on people who are happy and increase their happiness. Separate customers into different groups based on their satisfaction level and how often they use the product. Then, understand why the VIP customers are so excited about your product. Take those learnings and apply them to the groups that need a bit more attention.

Focus on creating special, unexpected moments

Satisfied customers don’t talk about decent service – they talk about service that surprised them. If you want all your customers to share something positive about you, do something unexpected. Don’t look for shortcuts. Unforgettable experience comes with surprise and effort. It could be a personalized video, a piece of shareable content, personalized offline mail, or a gift with their order. Krzysztof says that creating these experiences requires just a bit of time, creative brainpower, and strong execution.

You can catch Krzysztof at the Heroes of CRM conference on June 10, 2020 at Festsaal Kreuzberg. His talk will focus on the Importance of CRM in a platform economy. The CRM team lead will share best practices and case studies to inspire other market leaders to maximize their campaigns. Please check their website for any date changes in relation to the COVID-19 virus.

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