Digital Marketing – Customer Relationship Management (CRM)
                     DIGITAL MARKETING / STRATEGY DECK
CUSTOMER OVERVIEW
RETENTION RATE
CUSTOMER 84%
RELATIONSHIP
MANAGEMENT LEADS ACTIVE
1,248 762
Turn customer data into stronger relationships, CUSTOMER ENGAGEMENT
smarter campaigns, and lasting loyalty.
A PRACTICAL GUIDE TO CRM-LED GROWTH
01 — THE FOUNDATION
CRM is more than software.
It is the strategy, process, and technology used to manage 
customer relationships across the entire journey.
01 02 03
UNDERSTAND → CONNECT → IMPROVE
Collect useful signals from customer Deliver relevant, timely communication. Learn from outcomes and refine the 
interactions. experience.
THE GOAL: Make every customer feel recognized—not processed.
CUSTOMER RELATIONSHIP MANAGEMENT 02 / 10
02 — THE CUSTOMER JOURNEY
One relationship. Every touchpoint.
CRM connects marketing, sales, and service instead of leaving customers to start over.
01 02 03 04 05
DISCOVER CONSIDER CONVERT RETAIN ADVOCATE
› › › ›
Ads · Search · Social Email · Content · Landing page · Sales Support · Loyalty Referrals · Community
Reviews
CRM keeps context moving with the customer—from first click to repeat purchase.
CUSTOMER RELATIONSHIP MANAGEMENT 03 / 10
03 — KNOW YOUR AUDIENCE
Useful data beats more data.
Build a customer view from information that helps you serve 
people better—and collect it responsibly. SEGMENT BY NEED, NOT JUST DEMOGRAPHICS
NEW Welcome & educate
01 PROFILE
Preferences, location, consent
ACTIVE Personalize & support
02 BEHAVIOUR
Pages viewed, clicks, purchases AT RISK Listen & re-engage
03 HISTORY LOYAL Reward & invite
Orders, support cases, feedback
Respect consent. Limit access. Keep records clean.
CUSTOMER RELATIONSHIP MANAGEMENT 04 / 10
04 — PERSONALIZATION
Relevant feels personal. Random 
feels spammy.
Use customer context to make communication more helpful—not 
just more frequent.
GENERIC CONTEXTUAL
“Hey there, buy something today!” “Your usual is back in stock.”
Same message. Same timing. No clear customer value. Useful timing, relevant content, and a clear reason to act.
PERSONALIZE BY Lifecycle Interests Purchase history Channel preference
CUSTOMER RELATIONSHIP MANAGEMENT 05 / 10
05 — CONNECTED CAMPAIGNS
Coordinate the message. Automate the 
busywork.
A connected CRM helps teams communicate consistently across channels.
EMAIL SOCIAL
Nurture Retarget
CRM HUB
SMS SERVICE
Reminders Follow-up
TRIGGER  →  MESSAGE  →  MEASURE
Start with simple workflows: welcome series • abandoned cart • post-purchase care • renewal reminder
CUSTOMER RELATIONSHIP MANAGEMENT 06 / 10
06 — TOOLS & INTEGRATION
One source of truth. A stack that works 
together.
Choose tools around the workflow—not the other way around.
INSIGHT Dashboards · Attribution · Cohort analysis
BUYING CHECKLIST
ENGAGEMENT Email · Messaging · Campaign automation ✓ Easy for teams to adopt
✓ Integrates with current tools
RELATIONSHIPS CRM records · Pipeline · Service history
✓ Clear permissions & consent
✓ Reports on real outcomes
FOUNDATION Consent · Data quality · Integrations
✓ Can scale with the business
Avoid tool sprawl: fewer connected tools often beat a dozen disconnected ones.
CUSTOMER RELATIONSHIP MANAGEMENT 07 / 10
07 — MEASURE WHAT MATTERS
Track relationships—not vanity 
metrics.
Pair campaign performance with customer and business outcomes.
RETENTION RATE REPEAT PURCHASE LIFETIME VALUE
Customers who stay Returning buyers Value over time
Are we keeping customers? Are relationships growing? Are we building long-term value?
CSAT / NPS CONVERSION RATE CHURN RATE
Customer feedback Desired actions Customers lost
Would customers recommend us? Are journeys removing friction? Where do we need to intervene?
Set a baseline → define a target → review regularly → test one improvement at a time.
CUSTOMER RELATIONSHIP MANAGEMENT 08 / 10
08 — PUT CRM INTO ACTION
A practical 30-day starting plan.
Keep the first rollout focused, measurable, and easy to maintain.
WEEK 01 WEEK 02 WEEK 03 WEEK 04
AUDIT SEGMENT AUTOMATE LEARN
→ → →
Map the journey, data sources, Define 3–4 useful audiences Launch one welcome or post- Review results, ask for 
consent, and customer pain and clean the most important purchase workflow with clear feedback, and improve one 
points. records. stop rules. weak point.
FIRST WIN: one audience • one helpful message • one metric • one learning loop
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THE TAKEAWAY
Better relationships.
Better marketing.
CRM works when customer insight leads to useful action—and 
every interaction earns the next one.
TRUST
RELEVANCE
CONSISTENCY
START SMALL. LISTEN CLOSELY. IMPROVE CONTINUOUSLY.
DIGITAL MARKETING • CUSTOMER RELATIONSHIP MANAGEMENT