It is no news that customers are constantly demanding deeper and more meaningful relationships with their chosen brands. That’s why organizations are currently leveraging CRM software to serve their customers better.
Today, we’ve put together 10 CRM case studies from some of the world’s biggest brands. This article highlights CRM case studies uses and vital lessons you can replicate in your business.
Before we proceed, let’s look at the meaning of customer relationship management (CRM)
There are two main definitions of a CRM:
It refers to a business’s principles and strategies to engage better and retain its customers.
It refers to a software system that helps businesses to manage client relationships, leads, contacts and campaigns. Also, it allows companies to automate their processes and increases productivity.
Best CRM Case Studies
The Coca-Cola Company is one of the world’s oldest and most influential brands. With a presence in over 200 countries, Coca-cola started as a carbonated soft drink business. But today, they are a conglomerate with over 200 product lines servicing billions of customers globally.
Logically speaking, for them to exist across several decades and remain relevant and competitive says a lot about their customer service. That said; let’s examine their customer relationship management (CRM).
When you hear the word “Zara”, what come to mind are clothing, luxury, and lifestyle. Established in 1975, Zara is a Spanish multi-national retail clothing chain.
They specialize in clothing accessories, beauty, shoes, and other lifestyle products. Zara’s phenomenal success in fashion and beauty is a testament to its solid CRM strategy. They effortlessly delight their customers in a way that leaves them returning for more.
- Unilever CRM Case Study
Unilever’s mission statement is “to add vitality to life. We meet every day needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”
Unilever’s CRM strategy focuses on elevating people’s well-being and helping them enjoy life to its fullest. This singular aim is the driving force behind their great customer experience initiatives, marketing campaigns, products, and positioning.
- BMW CRM Case Study
BMW’s mission is to “become the world’s leading provider of premium products and services for individual mobility.” You’ll agree that BMW has become the world’s leading provider of premium automobile products. But the big question is, how did they get there?
BMW CRM case study is not too distant from the others. Firstly, the focus is on treating customers fairly, which is clearly stated in their Supplier Program. Their suppliers and end-users are at the core of their CRM strategy, which has kept them going.
- Tesco CRM Case Study:
Tesco’s mission statement is “What we make matters better, together. This statement encapsulates Tesco’s aim to serve customers across cultures and backgrounds.
Tesco is among the first multi-national brand to adopt CRM software. In 2009, Tesco announced that they were adopting the RightNow CRM (now acquired by Oracle).
Uber’s mission is “Transportation as reliable as running water, everywhere for everyone.” In other words, they aim to make transportation accessible at any time.
The big question is, what CRM does Uber use? Uber uses LiveRamp as their CRM anonymizer. Essentially, they LiveRamp CRM to segment users into specific life-cycle stages. It allows them to craft personalized and targeted campaigns that resonate with the customers.
- McDonald’s CRM Case Study
McDonald’s mission statement is to be our customers’ favorite place and way to eat and drink. Their mission statements depict McDonald’s passion for differentiation, uniqueness, and class.
McDonald’s CRM case study is hinged on their passion for differentiation, which is evident in the architectural designs of their restaurants, food recipe and taste, service delivery, and mode of operation.
