“Great CRM” is rooted in empathy and understanding, not the latest cloud solution or a centralised Customer Data Platform.
…and, no, I don’t work in I.T.
– I work in H.U., “Human Understanding.”
Google “What is CRM?” and you’ll find a long list of definitions like:
- “CRM is a system that helps businesses manage and analyse customer interactions and data.”
- “CRM lets you store customer and prospect contact information, identify sales opportunities, record service issues, and manage marketing campaigns, all in one central location.”
So, it comes as no surprise, when I tell people I work in CRM and engagement, they often respond, “Ok, so you’re in I.T. or something?” Sometimes, I just say, “Yes, something like that!” But when the moment is right, I explain:
“No, I actually help organisations get to know their customers by gaining understanding and developing empathy – discovering what makes them tick, what they want to achieve, and what’s stopping them from doing so.”
CRM solutions and platforms are remarkable tools, but they’re almost redundant without true understanding.
Technology Alone Isn’t Enough
Don’t get me wrong—CRM platforms like Salesforce, Adobe, and HubSpot, are incredible tools. They help businesses automate processes, integrate data, and scale operations. But their true power lies in how well they’re guided by empathy and understanding.
CRM systems process countless data points: transaction history, website visits, app usage, social media interactions, and more. But deciding which data points truly matter isn’t a technical challenge – it’s a human one. Without empathy, data can become noise instead of actionable insight.
For example: knowing two customers browsed your site three times last week is useful. But understanding why one of them didn’t complete a purchase – and using empathy to craft solutions that address their needs – is what truly resonates and drives results.
The Role of Empathy in Tailored Communication
Empathy is the driving force behind tailored UX and communication – the lifeblood of great CRM. Reaching the right person with the right message at the right time is more than a tagline; it’s a process requiring in-depth research, detailed planning and precise execution.
While data leads to segmentation, helping identify broad groups of customers, understanding leads to meaningful engagement. By uncovering motivations, challenges, and goals, businesses can create communication and experiences that feel personal, relevant, and timely.
The Human Element in CRM Success
Empathy is what transforms data into stories. It’s what turns a ‘customer ID’ into a human being with needs, frustrations, and desires. Without empathy, even the most advanced CRM solutions deliver generic messages that fail to resonate.
I’ve seen this in action, working with many organisations that have invested heavily in automation but struggled with engagement. The issue isn’t their platform – it’s their lack of customer understanding and knowing which data points they require. By developing customer personas, and mapping key journey touchpoints, we uncovered emotional triggers and crafted tailored experiences. The result? Often > 25% lift in engagement within six months.
Empathy: The Foundation of successful CRM
Success in CRM isn’t about having the right tools—it’s about having the right mindset. It starts with human understanding, by building empathy, and using that foundation to guide everything from data gathering requirements, to targeting, comms strategy, content creation and automation. Today’s platforms are powerful, but without empathetic insights, they’re simply tools without purpose.
Throughout my career, I’ve made it my mission to champion the customer, disrupt where necessary, and bridge the gap between data and humanity. Because at the end of the day, CRM isn’t about managing data points—it’s about nurturing customers.
Actionable Takeaway
Start small by engaging directly with a few of your customers. Listen to their challenges, observe their behaviours, and uncover their goals. Use those insights to help you identify the data points that truly matter and craft strategies that match their needs. Empathy is the first step – how you apply it to content and automated communications will define your success in creating meaningful engagement and connections.
So, the next time someone says, “CRMs are just a system,” remind them: there’s so much more. It’s a combined art and science of understanding people—and the basis of managing meaningful long lasting customer relationships.