CRM glossary

In CRM, campaign management involves ensuring that each customer receives the right information about your products, in the right communication style, using the right communication channel and at the right time.

This means selecting the right campaign and follow-up campaign for each customer and at the right time. The campaigns chosen depend on the customer's needs.

All customer touch points are taken into account, such as contact via sales, customer service and eCommerce, and all this data is then analyzed.

This valuable information is then used to optimize advertizing activities such as direct mailing, e-mail and telemarketing, e-mail and letter campaigns.

Campaign management generally involves three phases: planning, control and analysis.