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Scaling up CRM in a high-growth business

Author

Listed:
  • Allan, Catherine

    (Babylon, UK)

  • Mccarthy-Cheung, Jim

    (Babylon, UK)

  • Usmanova, Veronika

    (Babylon, UK)

Abstract

There are a wealth of potential tools, techniques and data that a digital customer relationship management (CRM) team can use to add value to an organisation, yet it can be extremely hard to get all the required data, tracking and systems in place to scale at speed, especially when working within a high-growth business. This paper details how the CRM team at Babylon took the CRM function from one person sending a monthly email newsletter to a global business unit which utilises data-driven personalisation and automation across multiple channels to deliver key business results; all within 30 months, and during a time when Babylon itself doubled in size and value, and added new international markets to its offering. The team went through four key phases: Getting Started; Test and Learn; Scaling Up; and Optimising.

Suggested Citation

  • Allan, Catherine & Mccarthy-Cheung, Jim & Usmanova, Veronika, 2021. "Scaling up CRM in a high-growth business," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(3), pages 205-213, December.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:3:p:205-213
    as

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    More about this item

    Keywords

    CRM; email marketing; push notifications; app engagement; membership marketing; tracking data;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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