CRM Talks #25 with Maike Haberkorn

CRM Talks is excited to introduce Maike Haberkorn, Senior Digital Growth Manager and a driving force behind expanding German-speaking markets at MoEngage, a leading Customer Engagement platform.

Maike brings nearly a decade of expertise as a digital marketing specialist, focusing on customer centricity. Over the past ten years, she has dedicated her efforts to collaborating with B2C brands, empowering them to enhance customer communication and forge seamless customer experiences through the strategic application of marketing technology.

In this episode, Maike will discuss the importance of CRM during user-savvy time management, addressing challenges such as dependency on IT for internal solutions and envisioning a future that integrates holistic and actionable customer data with potent omnichannel customer engagement.

It’s a difficult question because the term has been subject to discussion and change in recent years as technology has developed, and what used to be traditional CRM is now frequently a constellation of CDP and CEP (but still referred to as CRM).

In general, I describe Customer Relationship Management as the process of developing relationships between brands and consumers through highly personalized experiences.

Today, marketing messaging and advertising infiltrate all aspects of customers’ lives. Also, the consumer market is more competitive than ever, and during a recession with high inflation rates, consumers spend less and consider their investments more carefully. To ensure that your brand creates a positive long-term impression on consumers and that they are willing to spend money on your products or services, their experience should be as consistent and relevant as possible. To accomplish this, businesses must deploy CRM technology that not only helps in identifying consumer behavior but also allows for multichannel communication based on their needs, interests, and previous experiences.

I work with brands in many European markets, and which KPIs are most important depends on the vertical and company strategy. For many businesses, however, retention measures are closely tied to overall revenue, making this one of the most essential KPIs. In addition, because acquiring a new customer is far more expensive than retaining an existing one, especially in today’s market, customer retention is critical for long-term business growth.

Even now, many businesses are unable to capitalize on current technologies. They frequently rely on old infrastructure, which inhibits their capacity to adjust quickly to market developments and function flexibly. It can take several days for them to launch a campaign, and their multichannel skills remain limited. Older systems are frequently difficult to operate and necessitate substantial developer participation, leaving marketing and CRM teams dependent on IT and engineering.

I think user-friendly yet effective omnichannel communication platforms, especially those that incorporate AI for personalized consumer experiences, will continue to thrive. This will result in less reliance on IT teams, faster time to market for campaigns, improved marketing team productivity, and, eventually, higher revenue.

In addition, as channels and devices get more complex, it will become increasingly vital to consolidate all data in order to have a holistic view of the customer and to employ technology to make these insights actionable. In my perspective, the combination of holistic and actionable customer data and robust multichannel customer engagement is the future of CRM.

About MoEngage

MoEngage® is an insights-led Customer Engagement platform for consumer brands that empowers marketers and product owners with AI-driven insights to create omnichannel experiences that consumers love.