Digital Transformation and CRM Marketing

Digital Transformation definition of Salesforce is as follows;

“Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. This reimagining of business in the digital age is digital transformation.”

I especially like the second sentence here. Reimagining the business in the digital age. This is exactly why Digital Transformation is a matter of strategy. It is a project management job that should be carried out consciously. When I act unplanned, I see the risk of being caught in a wind and being thrown in the wrong direction just to keep up with fashion.

First of all, it is necessary to decide on Digital Transformation at the company management level. Digital Transformation should enter the annual or even five-year strategic priorities of the companies, and then go down to a lower level and analyze which part of the company and what headings should be planned.

Digitalization means different things for each company when we consider the sector it is in. First, the company should analyze this transformation very well according to the sector in which it is located and according to its current needs. What is needed at what level in the company should be analyzed very well. For some companies, Digital Transformation is sufficient only in customer experience and services, and for some companies, Digital Transformation is absolutely necessary in Stock Planning, Logistics Management, Marketing.

CRM is one of the biggest stakeholders of the Digital Transformation project. Many functions, from the environment where the customer database is stored, to the campaign design mechanisms, or to the planning of personalized communications, are functions that benefit from developing technology. A company can include live-time or location-based communications in its life under the Digital Transformation project. Likewise, technological infrastructure is required to measure and report the actions taken, and this can be considered as a subtitle of Digital Transformation.

For Digital Transformation projects to be successful, a holistic perspective is required. For example, CRM actions and stock management can be combined with the possibilities of technology to make customers feel special and an efficient stock management can be made. In the medium term, the company will gain profitability from two titles separately.

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