Dawn Mergenthaler has been leading CRM marketing teams for healthcare, retail, and Software-as-a-Service companies for over a decade. She works closely with customer experience (CX) professionals to understand the insights gained that can be leveraged for CRM. She’s well-known for partnering cross-functionally to improve the customer’s communication experience across an organization, ultimately working to improve customer experiences and increase sales for an organization.
We caught up with Dawn to provide her insights into how CRM and CX best fit together in an organization.
CRM can mean different things to different organizations. To start off, could you give us a quick explanation how you describe CRM?
Sure. It stands for Customer Relationship Management, and like customer experience, it’s a strategy. CRM uses different initiatives and methodologies than CX to achieve the goals of improving customer experience and increasing sales.
Similar to CX, it involves collecting customer information and data that’s used in a variety of functional areas across an organization to provide a cohesive customer experience. Read more