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Scaling up CRM in a high-growth business
Journal of Digital & Social Media Marketing,
9
(3),
205-213
(2021)
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.
Keywords: CRM; email marketing; push notifications; app engagement; membership marketing; tracking data
The full article is available to subscribers to the journal.
Author's Biography
Catherine Allan is Director of CRM at Babylon and a CRM, personalisation and content expert with a proven track record in delivering innovative, complex content products within fast-paced, entrepreneurial businesses. An inspirational leader with a strong understanding of analytics and how to positively influence audiences, client engagement and commercial results.
Jim Mccarthy-Cheung is a senior CRM Manager at Babylon with experience in various industries, from luxury lifestyle services to technology-driven healthcare and a lecture series for the creative community. His passions within email are design, coding and using in-email interactivity and personalisation to create memorable, effective campaigns.
Veronika Usmanova is a Senior CRM Manager at Babylon and a multilingual and experienced CRM Manager, passionate about all things marketing and a demonstrated history of working in the capital markets and healthcare industry. With an entrepreneurial spirit and can-do attitude, Veronika has taken on the challenge of building and implementing personalised and automated lifecycle campaigns that meet the end users needs.
