Going Digital Going Direct

Abstract

Digital customer relationship management is the use of Internet communications channels and technologies to enhance customer relationship management (CRM) and customer experience management (CEM ) initiatives.

An important goal of digital CRM is not only to provide an organization with a clear picture of each customer's habits and preferences, but also to make personalization and automated messaging easier. The term digital CRM is often associated with the Internet of Things, A scenario in which computer processors capable of sending and receiving data are embedded in everyday objects. In such a scenario, the customer may not be human -- the customer might be a fuel tank capable of sending an automated message to the supplier, requesting a delivery.