A visual guide to building a modern customer experience and loyalty engine

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Most organisations don’t have a CRM technology problem. They have a complexity and integration problem. Over time, CRM and martech stacks grow. New tools get added. Old ones rarely get removed. The result is a fragmented ecosystem that’s harder to use, harder to scale, and harder to prove value from, even as expectations for personalisation, loyalty and customer experience keep rising. This infographic is a clear, practical guide to what a “best in class” modern CRM architecture really needs to look like.

What you’ll learn:

  • The four core building blocks of modern CRM: data, content, activation and measurement
  • How these capabilities need to work together to support customer experience and loyalty
  • The most common mistakes brands make when choosing CRM and martech technology
  • Where integration, workflow and decisioning matter more than adding more tools
  • A simple roadmap to simplify, connect and scale your CRM capability

This is not a vendor comparison or a technical blueprint.

It’s a strategic guide for senior marketing, CX and digital leaders making CRM investment decisions.

Choosing the right CRM technology: A visual guide to building a modern customer experience and loyalty engine.

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As more budget shifts into CRM, retention and loyalty, the brands that win won’t be the ones with the biggest stacks, but rather those with the best-connected, best-orchestrated architectures. Modern CRM success comes from aligning data, content and decisioning to deliver consistent, measurable experiences across channels.