Hyperpersonalize every connection
Every great CRM strategy starts with the relationship between brands and people. Use first-party data not just to understand behavior, but to help your brand hyperpersonalize its connections.
Spotify Wrapped, and Spotify as a total experience, is a master class in emotional, data-driven storytelling. Wrapped is an annual moment that thanks users with a personalized recap of their year in music, podcasts, and audiobooks. It’s not just a summary; it’s a celebration of the customer’s intrinsic motivations, powered by behavioral data and elevated by editorial creativity. Together with the total brand experience, Spotify combines insight and imagination, turning routine usage into ritual—making Spotify one of the most shared CRM experiences in the world.
Recently, we had the opportunity work with Ikea Family on a campaign that allowed people to design the bedroom of their dreams while they slept, using insights from sleep data to hyperpersonalize product recommendations. As the technology we have at our fingertips continues to evolve, the opportunities for creative personalization grow commensurately.
Map your customer relationships
No two customer journeys are the same—and relationships are rarely linear. That’s why you need a modern “relationship map,” a creative blueprint of how connections should flow, evolve, grow, and even change, across your platforms.
Once you do that, bring your blueprint to life with serious data intelligence. For today’s marketers, first-party data is the great marketing equalizer—the reality is that everyone has it. The real edge? Use that data in radically original, emotionally intelligent, and creatively brave ways. Are you doing that—getting to the sexier side of CRM? If you’re one of the few, you know that’s the difference between spam and truly breaking through.
Strengthen the relationships you already have
While many brands pour budget at acquisition, they often overlook the gold mine of existing customers. By incentivizing loyalty, not just acquisition, brands can build more enduring relationships with their customers. According to Bain & Company, increasing customer retention rates by just 5% can increase profits by 25% to 95%.
As an example very close to our hearts, we helped Samsung tap into existing customers who had been somewhat “lost” on the commerce journey. While most brands store online abandoned cart data for just a few months, Samsung went back three years and found nearly a million abandoned carts. “Throwback Deals” was launched, and in a brilliant move, Samsung offered customers the same deal from three years prior on the latest models, turning the brand’s worst sales week into the second-best of the year, with AI transforming “forgotten” first-party customer data into personalized and effective messaging at scale.
