CRM Strategy

You are constantly improving your service, sales and marketing by trying to personalise touchpoints and automating customer experience processes.

It's hard. Every step along the way brings up questions that are not always easy to answer. Some initiatives, however well intended, just grind to a halt for a myriad of reasons.

A well-designed CRM strategy is a requirement before starting the actual implementation. A strategic approach raises and answers questions you should take into account before diving in.

Are you aware of all digital touchpoints between your business and your customers? Do you know how many interactions there are before a purchase actually happens? What is the effect of marketing campaigns on the bottom line? Is our customer service increasing the loyalty of our customer base?

Mapping out what happens and where helps answer these questions and act upon these insights. You undoubtedly have a treasure trove of data that can help improve the bottom line. 

This time, though, we've got numbers. Let's use 'em.
Seth Godin


Payne's framework is a perfect fit for The Reference, as it puts business and customer strategy first. We work out a tangible and feasible CRM strategy based on your company objectives.

Some questions are easy to answer, such as what type of customers you want to service. But what are the types of customers that you do not want?

What is the value of a customer? What KPI's can we use to measure this? What channels can we attribute this value to? What's a like on Facebook actually worth to you?

 CRM strategie

It's easy to be convinced that the financial value of each contact stored in your database should improve, but what's in it for the customer? How can we create value and then capture it? 

We can help design this process of value creation and capture, improving your market positioning and surpassing your business objectives. 


The Reference uses a robust, tried-and-tested framework coupled with hands-on and extensive digital marketing experience. Nevertheless, each CRM project is unique to each customer. Perhaps you already made some choices, maybe there are guidelines that need to be adhered to.

Our approach is tailored to your situation, but the outcome is the same: better business results.

Contact us if you want to discuss your CRM strategy.

It's more than digital, it's your business
The Reference is nothing without its customers. Melexis is the stock market-listed global player in the semi-conductor and sensors industry for whom we facilitated future company growth by updating the brand, building the completely new corporate website and giving shape to the use of online channels. Read more about this client.