47: Thoughtful CRM at omnichannel scale: Insights from GFiber Customer Communications Lead Trish Magnetico

How can you balance urgency, relevance and restraint in omnichannel customer messaging? In this episode, Trish Magnetico, customer communications lead at GFiber, a high-speed broadband internet service provider, shares how her team infused marketing into their new customer relationship management (CRM) approach through SMS and push notifications. She discusses how her team uses data, testing and consent-aware channel choices to focus on quality over quantity, to increase engagement across formats. Major platform migrations, she says, can also activate necessary transformation for delivery strategy, message design and data hygiene infrastructure across new and existing customer communication channels.  GFiber's Trish Magnetico shares how to scale customer communications without creating noise, using testing, data, and channel-specific choices to prioritize quality over volume.  Trish says omnichannel CRM at scale depends on marketing and engineering working closely together. She explains that this joint effort joint effort is particularly important when using sensitive customer information to deliver targeted, personalized experiences that stand out among the dozens of daily marketing communications customers receive across SMS, email and more. Noting how one signal can create multiple customer touchpoints, Trish encourages leaders to stay disciplined with scope, not to get hung up on volume and pay close attention to what customers communicate in support feedback, as this can reveal the right messages to send via the right channel, at the right time and for the right reasons. That's how CRM marketing can create impact.   In this episode, you'll hear: Why smarter channel choices can matter more than message volume  Practical steps to rethink your CRM at scale in the face of major platform changes  How marketing and engineering can work as one team to protect trust and increase engagement for memorable customer experiences   Key highlights:  [00:00] Introduction  [01:20] Raising competitive athletes  [02:45] Trish's path from biological anthropology to CRM  [05:55] The importance of a strong digital footprint  [07:15] What makes SMS and push notification marketing different  [10:05] Data retention during platform migration  [13:05] Rebuilding a CRM program  [15:05] Lessons from scaling omnichannel growth  [17:30] An experience you learned from: Meeting a life partner  [19:35] Advice to your younger self: Everything is not a fire drill   [21:00] A topic you're trying to learn more about: Crafting and jewelry making  [22:10] Latest curiosities: Rethinking the future of marketing  [23:45] Largest potential threat: Not spending enough time with the data    Resources mentioned:    GFiber    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with GFiber:  GFiber on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads