48: Building an interconnected CRM experience: Insights from Ford Motor Company Consumer CRM Lead Kim Reedy

How can you deploy an end-to-end CRM strategy that keeps pace with complex, evolving customer journeys?   In this episode, Ford Motor Company Consumer CRM Lead Kim Reedy explains why she views CRM as an end-to-end capability that connects a businesses' strategy, creative, execution, analytics and internal stakeholders. Kim reflects on her path from marketing to agency work and then to the client side, and how those experiences shaped her strategic approach to automotive CRM transformation: Start by tackling smaller, specific opportunities to improve dynamic elements of the customer journey, rather than trying to overhaul everything at once.   Kim discusses her view of AI as a practical assistant for targeting, timing and creative scale, while emphasizing the need for ongoing human oversight and talent upskilling. Her key insight for marketers: When teams align the right data, process, technology and operating model around a clear business objective, they can create more relevant, impactful customer experiences, even in a market where loyalty is under pressure.    In this episode, you'll hear:  How deeply intentional, collaborative, end-to-end CRM transformation can have a big impact  Why customer engagement journeys are no longer linear, and how marketing can adapt   Ways AI can help marketing teams target better, move faster and scale personalized content, but only when the right people and processes are in place    Key highlights:  [00:00] Introduction  [01:15] Being a dance mom  [02:45] Kim's path to Ford  [04:10] Moving from agency side to client side  [05:00] What CRM at Ford looks like  [07:00] Automotive CRM transformations over the years  [11:00] The evolving impact of AI  [13:25] Keeping humans at the helm  [16:50] A shift in the loyalty paradigm  [22:00] Advice to your younger self: Do things that are uncomfortable   [22:50] A topic you're trying to learn more about: Automating daily tasks  [24:45] Latest curiosities: AI and creativity  [28:20] Largest potential opportunity: Rethinking organizational processes    Resources mentioned:    Ford    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Kim and Ford Motor Company:  Kim on LinkedIn  Ford Motor Company 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