Chanuttita Chitmanasak, regional CRM & marketing automation lead – East Asia & Australia at Michelin, shares insights into how businesses can optimise their CRM strategies, navigate omnichannel challenges and integrate AI for enhanced customer engagement.
The role of data in refining CRM strategies
According to Chitmanasak, data is the foundation of any successful CRM strategy. “Without consumer data, companies cannot create meaningful interactions or deliver personalised information effectively,” she explains. A well-structured CRM system starts with ensuring high-quality data integration across platforms. By segmenting customer data based on behaviour, demographics, and purchase history, companies can refine targeting and personalise interactions.
Predictive analytics also play an important role in customer needs. Chitmanasak emphasises the importance of AI-powered tools, saying, “With predictive analytics, companies can tailor their marketing communications in real time, ensuring that customers receive relevant offers and recommendations based on their preferences.”
Navigating challenges and opportunities in personalisation
Personalised experiences drive engagement, but implementing them at scale comes with obstacles. One of the biggest hurdles is data integration and consistency. Customers interact with brands across multiple digital platforms, from social media to e-commerce sites. Ensuring a unified customer experience across these channels is essential. “Consumers should see a consistent message across platforms. If they receive conflicting promotions on different channels, it creates confusion and diminishes trust,” says Chitmanasak.
Another challenge, particularly in the Asia-Pacific region, is data privacy laws. Countries like South Korea and Vietnam have strict data storage laws that require businesses to alter their CRM strategies accordingly. “Regulations around consumer data are evolving, and businesses need to stay agile to ensure compliance while maintaining a customer experience,” she notes.
Despite these limitations, businesses have significant opportunities to enhance engagement using AI and automation. AI enables real-time behaviour analysis, allowing brands to deliver personalised content instantly. “When you shop online and see product recommendations or bundled offers tailored to your preferences, that’s AI at work – analysing data and delivering relevant suggestions in real time,” Chitmanasak explains.
Bridging the online and offline customer experience
While digital platforms provide a wealth of customer data, offline interactions remain valuable, particularly in industries like automotive and retail. A major challenge in offline engagement is limited data collection, as brick-and-mortar stores lack digital tracking unless customers enrol in loyalty programs. And, fragmented consumer journeys make it difficult to connect in-store behaviour with online activity.
To address these challenges, businesses should develop Online-to-Offline (O2O) strategies that create a transition between digital and physical experiences. “Human interactions still matter. If a brand builds strong relationships with customers in-store, they are more likely to return – even without a loyalty program,” says Chitmanasak.
Building a strong omnichannel strategy
A well-executed omnichannel strategy makes sure that customers receive consistent messaging and interactions across multiple channels. According to Chitmanasak, brands must first map the customer journey, identifying key touchpoints and integrating data across sources. “Companies need to unify customer data in a Customer Data Platform (CDP) or corporate data lake. The allows them to segment audiences more effectively and prioritise the most relevant communication channels,” she advises.
With predictive analytics, businesses can optimise marketing performance and tailor interactions based on customer behaviour. Investing in the right martech solutions is also essential to maintaining efficiency across different platforms. “Each industry has its nuances, but the core principle remains the same – understand your customer, integrate data across channels, and deliver personalised experiences at scale,” she says.
Maintaining agility amid digital transformation
Retaining agility is key to delivering a consistent customer experience. Internal teams should embrace digital tools and automation while transitioning to a martech-driven approach. “Marketing is no longer just about promotions; it’s about integrating technology to enhance customer interactions,” says Chitmanasak.
Unifying customer data and using AI enables real-time personalisation, automated CRM messaging, and smarter product recommendations. Automation not only streamlines marketing efforts but frees up time for teams to focus on strategy and innovation. “By automating repetitive tasks, businesses can focus on refining engagement strategies and driving meaningful interactions,” she explains.
AI’s role in personalisation and customer engagement
AI is transforming CRM and omnichannel marketing by delivering hyper-personalised experiences. AI-powered insights allow businesses to predict customer preferences and provide tailored content across websites, emails, and social media. “AI helps brands analyse vast amounts of customer data, identifying patterns that allow for more effective personalisation,” says Chitmanasak.
AI-driven chatbots and real-time customer support systems further enhance engagement by offering instant assistance and proactive recommendations. However, Chitmanasak warns that too much personalisation can feel intrusive. “Brands must strike a balance – AI should enhance the customer experience, not overwhelm consumers with excessive recommendations,” she says.
Balancing digital innovation with core brand values
As organisations integrate new digital tools, they must also preserve their core values and tradition. Chitmanasak believes that technology should complement, not replace, traditional customer engagement strategies. “New tools should complement existing systems rather than disrupt them. The goal is to create a experience where digital advancements align with brand identity,” she explains.
For industries like automotive, where traditional business models coexist with modern technology, this balance is important. “We incorporate martech solutions while preserving our company’s core values. At the end of the day, putting the customer first remains the priority,” she says. Ensuring consistent communication across all touchpoints, whether online or offline, promotes trust and improves brand credibility.
Conclusion
To remain competitive, businesses must improve their CRM, AI, and omnichannel strategies. Companies that use high-quality data, predictive analytics, and automation can deliver seamless, personalised customer experiences. As Chitmanasak puts it, “a smart CRM strategy isn’t just about data collection – it’s about using that data to build genuine, long-lasting relationships with customers.”
By integrating AI, maintaining agility and balancing digital transformation with brand authenticity, businesses can ensure sustained engagement and long-term growth in the digital era.
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