‘Creative Relationship Marketing’ Is the Sexier Side of CRM

Let’s call it out. CRM has an image problem.

For too long, CRM has been boxed in as boring and relegated to the back end of marketing plans. Just another acronym for email retargeting, automated triggers, and—let’s be honest—spam.

It’s time to change that. Because when done right, CRM can be an emotionally intelligent, commercially powerful relationship building tool for brands. Why? People who feel appreciated and valued by brands are 88% more likely to stay, 86% more likely to buy, and 87% more likely to advocate.

CRM spend is projected to top $215 billion by 2027, yet marketers are only using 33% of their martech stack’s capabilities—including CRM systems. The drop (down from 58% in 2020) reflects mounting pressure to prove ROI, integration headaches, and a shift toward short-term performance priorities.

If you’re managing your CRM, here’s how you can inject some personality and performance into your investment.

Redefine CRM altogether

Start by redefining the acronym. CRM should no longer stand for “customer relationship management.” Reframe it as “creative relationship marketing,” because that’s what top CRM performers are doing. Think Sephora’s Beauty Insider, a rewards palette with real perks; think Nike Membership, exclusive drops, access, and community.

Effective CRM is undoubtedly about relationships. So why do CRM and loyalty programs often feel like anything but? Because, frankly, they’re often treated as an afterthought. When done right, CRM and loyalty programs should be personal—not just cold emails but well-designed ecosystems that foster community and deliver value at just the right time.