Resource Library
Dive deeper to discover more about how Modern CRM creates adaptive experiences that resonate in the moment.
Thought Leadership
The Invisible Advantage: Five CX Imperatives for AI That Earns Its Place
Most brands are investing in AI. Few are using it in ways that customers actually value. See what our 2026 global research says it takes to get it right.
Powered by Modern CRM, The Revenue Revolution
Today’s CRM isn’t a channel or a tool. It’s a total approach to building value-driven, enduring customer relationships. How do you deliver? Connected data, technology, and teams.
The Algorithm Will See You Now
Loyalty needs to be multidimensional. Points and discounts are no longer enough to earn it. If you want customers to actively choose your brand, you need to do more.
2025 Global CMO Navigator: CX Edition
Our second annual CX-focused CMO Navigator captures what 1,900+ marketing leaders are planning next, what excites them, and what keeps them up at night.
Blogs
From Signals to Experiences: Why Data Flows, Not Data Volume, Define AI-led CX series
Effective AI‑led customer experience depends on connected data flows, not data volume. Fragmented systems force AI to infer intent, creating confident but wrong decisions. Organisations that link signals across channels deliver timely, contextual experiences and build long‑term customer trust.
The Inbox Was Never an Owned Channel: Is Your Brand Ready for What Comes Next?
Inbox control is shifting as AI rewrites previews, filters content, and inflates engagement metrics. Brands must reduce dependence on email and build owned, app‑based messaging ecosystems that enable personalised, anticipatory, two‑way experiences powered by connected data and real‑time AI.
Why the Most Valuable Asset in Your Business is Already Hiding in Your Loyalty Data
Loyalty programmes underperform because they operate as isolated marketing initiatives. Real value emerges when loyalty data becomes an enterprise‑wide operating system—unifying customer identity, informing decisions across teams, and driving retention, lifetime value, and smarter organisational strategy.
Modern Decisioning in the New AI Era
Modern decisioning is shifting from scheduled marketing to real‑time, signal‑driven intelligence powered by agentic AI. Reinforcement learning, natural‑language governance, and event‑streaming infrastructure let systems interpret context, choose optimal actions, and self‑improve. Emerging AI decisioning hubs and enterprise policy platforms offer advantages but require strong data foundations. Organisations that build a central intelligence layer early gain a compounding competitive edge.
Organisational Readiness: The Missing Piece in Tech Transformation
Leading organisations see far greater returns from technology because they invest in organisational readiness—clear governance, structured change management, upskilling, and cross‑functional ways of working. Most failures stem from people and process gaps, not platforms. To unlock value, enterprises must prioritise enablement, alignment, and AI governance alongside tech adoption.
Beyond Function-First: Building Technology Organizations That Drive Growth
Future‑ready technology organisations move beyond function‑first thinking by building adaptable infrastructure, operating models aligned to customer outcomes, and deep strategic partnerships with the business. These capabilities enable continuous innovation, efficient AI adoption, and technology that drives long‑term growth rather than just supporting operations.
Future Marketing Operating Models: Innovate Without Risk
Marketing teams must innovate with AI while still delivering short‑term results, but legacy data, skills gaps and risk aversion slow progress. Building a future‑ready, AI‑driven operating model in parallel to existing operations lets organisations experiment safely, prove value quickly and modernise without disrupting performance.
Get in touch
Why choose Modern CRM from Merkle
Heritage in data and tech
Modern CRM is grounded in data and tech, not just big ideas.
Tech agnostic
We work with all major and upcoming tech platforms and know how to maximise value realisation.
Proprietary accelerators
We’ve built a number of AI accelerators to streamline and operationalise Modern CRM. And we can further enrich it with our generative audiences (dentsu audiences).
Award winning strategy
CRM Strategy and loyalty that deliver real KPI results.
Connecting sales, service and marketing
We can truly connect sales, service and marketing – with proven expertise across all three – to deliver end to end Modern CRM.
Empowered by Dentsu Creative and Tag
Backed by our global creative network and our newest acquisition Tag: for scalable content production.
