The team at redk has years of experience delivering complex transformation projects for clients across the world. From the PSN Group to TIME Investments, we’re experts at using CRM to accelerate digital transformation. 

In today’s digital landscape, businesses are constantly seeking new ways to innovate and stay ahead of the competition. Digital transformation has become a top priority for organisations looking to improve their operations, customer experiences, and overall business outcomes.

CRM technology is at the heart of digital transformation, which plays a pivotal role in managing and analysing customer interactions and data throughout the lifecycle.

In this blog post, we will explore the crucial role of CRM in digital transformation and how it can help businesses achieve success in today’s fast-paced digital world. But first, let’s delve into the value of digital transformation and how a CRM system can benefit your organisation.

Understanding the value of digital transformation

The COVID-19 pandemic highlighted the crucial importance of digital transformation for businesses. In the wake of the pandemic, many enterprises were negatively impacted by declines in sales performance, the inability to resume production, and the lack of face-to-face interactions with customers.

However, there were also positive impacts, such as improved collaboration, increased ability for online marketing and business development, and widespread recognition of the value of digital transformation. This recognition was a wake-up call for companies that neglected to invest in digital business and long-term resilience.

The pandemic has showed us that the value of digital transformation cannot be overstated, and companies must prioritise it to remain competitive and resilient in today’s business environment.

Benefits of CRM in digital transformation

Customer Relationship Management (CRM) technology is critical in digital transformation, helping organisations streamline processes, automate tasks, and gain insights into customer behaviour.

Streamlining Customer Acquisition Processes

CRM technology can streamline the sales process, allowing sales teams to focus on selling rather than administrative tasks.

CRM solutions can automate lead generation, scoring, and nurturing, providing sales teams with tools to manage sales cycles better.

Additionally, CRM technology can automate sales forecasting and reporting, giving managers real-time insights into sales performance.

Providing Insights for Personalised Marketing

CRM technology can provide insights that help organisations deliver personalised marketing experiences. By analysing customer data, such as purchase history and browsing behaviour, CRM solutions can help organisations develop targeted marketing campaigns. For example, a retailer can use CRM technology to send personalised offers to customers based on their purchase history.

Improving Customer Service

CRM technology can improve customer service by providing a complete view of customer interactions across multiple channels. Organisations can quickly respond to customer inquiries by centralising customer data and providing a seamless customer experience.

Take the PSN Group, for example – an insurance company with a goal to place the customer at the heart of every process with an innovative CRM system. The redk team implemented three technologies to aid customer service – SugarCRM, Zendesk, and Acoustic. Our approach made it possible for every employee to stay on the same page with policies, pay-outs, and financial activity.

Enabling Data-Driven Decision Making

CRM technology can deliver insights that enable data-driven decision-making.

Through analysing customer data, organisations can identify trends, understand customer behaviour, and develop targeted strategies.

For example, TIME Investments turned to redk for a data strategy that included a system to collect all data associated with client relationships, providing an accurate view of the customer and operational capabilities. We were able to automate several processes so TIME’s internal teams could deliver top-notch customer service across the board. With the help of data and a new CRM system, TIME Investments now has the digital capabilities to adapt to the demands of the modern customer.

Enhancing Collaboration

CRM technology can enhance team collaboration, providing a single source of truth for customer data. By sharing customer data across departments, organisations can improve communication and ensure everyone is working towards the same goals. For example, sales and marketing teams can collaborate on lead generation and nurturing, while customer service teams can provide valuable feedback on customer interactions.

CRM technology plays a critical role in digital transformation. In adopting digital capabilities, organisations can improve customer experience, increase operational efficiency, drive innovation, and remain agile in a rapidly changing environment.

Investing in CRM technology is essential for any business that wants to stay competitive and deliver exceptional customer experiences.

Tech involved in digital transformation

Digital transformation is not just about updating technology or adopting new tools but it is a cultural shift towards a new way of doing business. Technology is an enabler of digital transformation; it facilitates better human structures and interactions.

Here are some key technologies that enable digital transformation:

Cloud Computing

Cloud computing is a fundamental technology that supports digital transformation. It enables businesses to move infrastructure and applications to the cloud, reducing costs and increasing flexibility. With scalable, on-demand resource access, organisations can focus on core competencies and improving customer experiences.

Internet of Things (IoT)

IoT connects devices to the internet and each other, providing real-time data on customer behaviour, product usage, and performance.

By leveraging IoT, businesses can optimise their operations, improve product design, and offer personalised experiences to their customers.

IoT also helps organisations become more proactive in responding to customer needs.

Artificial Intelligence (AI) and Machine Learning (ML)

AI and ML analyse vast amounts of data to provide insights, automate processes, and make predictions. They are essential for businesses that want to stay competitive and deliver better customer experiences. AI and ML can be used for predictive analytics, fraud detection, chatbots, and personalised marketing.


As digital transformation accelerates, cybersecurity becomes even more important. After implementing robust cybersecurity measures, organisations can reduce the risk of data breaches and protect their customers’ data.


Blockchain is a distributed ledger technology that provides a secure and transparent way to record and transfer data. It can improve trust, security, and transparency, enabling organisations to streamline operations and reduce costs. Blockchain can also provide a secure way to share data with partners, customers, and suppliers.

CRM technology is essential

In conclusion, CRM technology is a critical enabler of digital transformation. Organisations should consider investing in CRM technology as part of their digital transformation initiatives.

The redk team can help you implement a brand-new CRM system that works for your team and business goals. With the right training and implementation, you can get the very most out of your CRM system. Get in touch today to learn more.