Can CRM work in emerging markets?

This paper outlines the continuous relationship marketing (CRM) challenges - poor data quality, poor direct marketing skills, and organizational resistance - unique to emerging markets and recommends practical ways of overcoming them.

Can CRM Work in Emerging Markets?

Sungmi ChungMcKinsey & Company andMike ShermanMcKinsey & Company

INTRODUCTION

Like their counterparts in London and New York, people living in Seoul, Istanbul, Cape Town and So Paolo are starting to receive sophisticated direct mailers and telemarketing calls from both local and global companies seeking to build consumer loyalty.

The marketing material receivedfrom credit card providers differs according to the recipients' spending patterns. Those who routinely change mobile phone providers to get the best deal each time their contract expires receive far more calls with information about competitors' deals from...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands