“How people decide what to buy lies in the “messy middle” of the purchase journey”. The Messy Middle is the new paradigm of purchasing process, not only for B2C.

CRM and value creation

Companies struggle in the effort to enhance the value creation for their customers as a competitive advantage to win against competitors. We would like to investigate what role does CRM play in the customised value creation process.

What matters in marketing is how organisations can effectively master their influence over the perceived value.

So what role does CRM play in the value creation process?

We are now in the Relational Marketing era. While Transactional Marketing relies on massive communication addressed to large audiences, which then develop preferences, Relational Marketing supports more complex processes to shape clients’ preferences. The back and forth between clients and vendors, as well as the many interactions that take place along the way and, ultimately, the perception of mirroring themself in the brand shape the client’s experience and this affects their preferences, well beyond the yet important moment of truth.

Google suggests How people decide what to buy lies in the “messy middle” of the purchase journey”. The Messy Middle is the new paradigm of purchasing process, not only for B2C.

What happens during that messy middle of the customer journey is what vendors should take care about: providing the most coherent brand’s experience.

Due to this very reason, relationship marketing places the client’s experience under a crucial perspective and leads it at its best in a positive, long-term relationship.

There is no doubt that CRM contributes to the customisation of the value creation process nowadays. It is even more relevant in B2B environments where prices may emerge during the course of the relationship. Value, thus price, is a matter of perception rather than cost, the relationship is the territory where perception is created, developed and nurtured, but also negotiated between different perspectives.

Specifically, the CRM tool’s role is to execute the CRM strategy, thereby facilitating the value proposition on the journey to outreach the value co-creation process. 

The purpose of our company is to help you create value for both you and your customers.

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