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Welcome to

Dear Reader,

Studies prove that consumers are still expecting a kind of "human touch", aside from the
growing digital frenzy, and that the personal interaction with customers is crucial for marketers
to succeed.

Customer Relationship Management (CRM) can help them in their efforts to do so, since it is
not just a software tool, but generally the basis for a customer-oriented company strategy that
aims at customer acquisition, customer loyalty, and customer value development.
Even if it seems we are talking about 'one-to-one marketing' for ages, it is unfortunately often
not implemented properly in practice. On the contrary, we still see a lot of mass-marketing,
with little thought about whether the advertising message is significant or how it affects
customers, who in turn simply brush meaningless marketing activities off.

Read more on this in today's issue of Asian eMarketing, besides getting Adobe's expert tips on
how to improve customers' online shopping experiences, finding out how CRM digitization sup-
ports cutting-edge marketing, how Microsoft improves the end-to-end developer experience, or
why customer care is at the crossroads with data-driven "super-agents", among many other
articles this month.

Happy reading & See you next month!

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 November 2016 - Customer Relationship Management (CRM:)
Phone: +65 6836 1807 email: info@mediabuzz.com.sg www.mediabuzz.com.sg