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The Importance of CRM and Digital Transformation in 2017

10th February 2017

Author Tara-Lee Houkamau

As we start 2017, digital presence and transition have become far more apparent than ever. Every stage and level of a business’ typical cycle begins and ends with the current digitalisation wave. Teams can now carefully study consumer analytics and patterns; advertising campaigns have become increasingly focused and refined; and now many are entirely online. Virtual transactional businesses have found greater strength and efficiency, with consumer response and communication now occurring at fast speeds. Even crucial company decisions – such as how to carry a product or service forwards – are now dependent upon metrics and analytics available through digitalisation.

It would be unfair to state that this process was unexpected. Since the early 2000s, the scope of the Internet and online services was heavily hinting towards monumental changes. Companies and businesses have had to keep pace with ever-occurring developments and changes to survive and thrive. This is the reason why consulting firms have found comfortable niches in the corporate world today. A greater demand has led to a greater supply, and effective alternatives and options are available. At Davanti Consulting our services are flexible and carry high user-value as our clients struggle to make sense of current changes and digital developments our projects can assist, educate, guide, and revitalise.

It goes without saying that digital transformation is a necessary step all businesses need to take. Given that even physical stores have online variants today, the digital sphere is becomingly increasingly complex and crowded. Billions of potential consumers’ frequent innumerable websites and platforms, and each demographic carries its own set of patterns and biases. Taking a piece of the virtual pie is a must for any business looking to survive in the current age, hence having an online presence is rapidly becoming commonplace. To truly set a company apart, businesses must invest and engage in CRM.

CRM allows businesses to analyse and study consumer-related data to better improve and heighten future customer experiences. Any business should employ CRM as a basic staple. Any website or mobile application, for example, must require developers and publishers to carefully track usage patterns, drop-off points, and advertising efficacy. Only then can a product or service be refined and improved. If users have a tendency to stop using an application after a certain point, developers may want to look into ways to make the product more engaging and appealing, or offer short-term incentives to allow users to use the product for longer periods of time. CRM includes greater consumer to business communication, and analytics, to track consumer preferences and target advertising campaigns accordingly.

Again, Davanti Consulting can offer step-by-step and prioritised services to make the digital transition simpler and more effective. Companies based in New Zealand should focus on this digital switch, and reorganise through the process. CRM is not only cost-effective in the long run, but it is also highly lucrative and profitable, since it incorporates necessary insights and research that were previously underutilized. As we look forward to the rest of 2017, I predict that there will be increasing spend on CRM as companies have realised that a deep understanding of customers, and ability to build solid long-term relationships with them, leads to long-term profitability.


 Photo by qimono, sourced from