Since its creation in 2002, ClaraVista's vision is based on 3 pillars:
The mastery of customer data
Data will be the keystone of successful decision-making in marketing.
Integration of all key expertises
(Marketing, Tech, and Analytics)
Marketing and digital skills, but also tools and data, will have to be leveraged jointly to create innovative and more efficient solutions.
Relational strategies will be altered, both because of channels' multiplicity and of messages' diversity.
These pillars are still the foundation of our guiding principles
Customer intelligence will never replace marketing creativity and business sense; but it is definitely a fundamental asset marketing teams need to leverage.
Understanding the "average" customer isn't enough; it is equivalent to providing luke warm water to a population, half of which wants hot water and the other wants cold.
Constant awareness of strategic, operational and organizational dimensions is essential to efficiently address Marketing and CRM questions.
The use of technology is often necessary, but its implementation must serve and be driven by marketing strategy rather than the other way round!
The quality and effectiveness of a CRM action rests as much on its conception as on its execution (content, target, timing,…).
Aside from marketing convictions and analysis-based findings, a "test & learn" approach is key in successful CRM.