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Branding Through CRM
Mike Donoghue is a member of a multinational information technology corporation where he collaborates on the communications guidelines and customer relationship strategies affecting the interactions with internal and external clients. He has analyzed, defined, designed and overseen processes for various engagements including product usability and customer satisfaction, best practice enterprise standardization, relationship/branding structures, and distribution effectiveness and direction. He has also established corporate library solutions to provide frameworks for sales, marketing, training, and support divisions.
To appear unified and a strong player in an industry (or across a number of industries), an organization will often turn to branding solutions. Handled invisibly behind the scenes and manipulated to give customers and contacts the impression that all products, services and customer-facing solutions are connected, branding helps outsiders feel they are dealing with a well-assembled machine designed to make their experience a more cohesive and pleasurable one.
Examples of branding’s value can be found in a corporation’s Customer Relationship Management operation through its various channels. CRM is a mechanism through which better controls are put into place for those channels that are deeply integrated with customer businesses. This makes the role of CRM have even stronger significance these days with our hyper-collaborative IT universe. The core concepts of CRM revolve around building three-way relationships between your clients, your company and your products. As a result, the definition of branding has also extended its meaning to be the special connection that exists between client and product--and the bond that builds customer loyalty.
Branding and You
Unfortunately, many organizations fail to see how branding and CRM can be formed into a singular purpose. Part of the problem is that most of the strategies of branding tend to look only at how…
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"Words are the most powerful drug used by mankind." - Rudyard Kipling |