Customer relationship management (CRM) platforms have been a major topic of conversation in marketing for several years now. But if you think it’s a worn-out topic, you should think again.

Here’s what CRM can do for your organization:

• Manage and coordinate not only mail and email, but also social campaigns, SMS, push messaging, in-app messaging and much more. When you add new channels to your marketing strategy, your CRM can encompass it.
• Store, manage and utilize your customer data from across all channels and all service lines.
• Use powerful decisioning tools to utilize data in the most effective way, to determine who to target and what the target message should be.
• Focus on KPIs across all channels to determine the effectiveness of your overall marketing efforts.
• Include loyalty data to help turn new customers into loyal customers.
• Utilize data on your best customers to help you acquire more customers like them.