Building Relationships with E-CRM

Customer relationship management is one of the most important aspects of a marketing plan. If the marketing effort were to end with the transaction or conversion, a large portion of the marketing investment would be wasted. That is why it is essential to extend the relationship with the customer and create future value. In today's fragmented media landscape, it is more important than ever for brands to leverage all touch points, not just to sell products and services but to create genuine relationships.

Interactive communications offer opportunities to create strong, long-term, mutually beneficial relationships between brands and consumers. While electronic customer relationship management (eCRM) is often thought of as just email marketing, At Nurun we hold the view that relationship management must be built into all aspects of an interactive marketing plan, from branding and acquisition to the user experience, from the e-commerce platform to email and mobile communications.

When these channels work in synergy, as they do for The Home Depot Canada, Cingular Wireless, Pirelli, Bombardier Recreational Products and other Nurun clients, the results in terms of customer loyalty are phenomenal. Yes, we are building valuable databases of customer interactions (Nurun manages approximately 80 million consumer profiles), but we are also supporting consumers as they make purchase and lifestyle decisions involving brands.