Communication and CRM: towards a unified strategy

How communication and CRM teams are converging to deliver an optimal customer experience in 2026, with Web Push notifications as a unifying lever.

Towards the convergence of Communication and CRM

In the past, Communication teams (branding, content, campaigns) and CRM teams (customer data, loyalty) often operated in silos. This separation is becoming increasingly untenable as consumers grow more demanding and are constantly engaged across multiple channels. 71% of customers now expect personalized interactions from brands, and 76% say they feel frustrated when this is not the case. To meet these expectations, companies and organizations are accelerating the convergence between Communication and CRM so they can deliver consistent, personalized messages triggered at the right moment on every channel.

Several underlying trends explain this convergence:

• The explosion of first-party data: In 2026, proprietary data (CRM, purchase histories, declared preferences) has become the primary fuel of marketing. 92% of the companies surveyed believe internal customer data will play the most decisive role in campaign performance. Prioritizing this data requires close alignment between Communication teams (who translate insights into content) and CRM teams (who centralize and analyze the data).
• The pursuit of an omnichannel experience: Consumers move seamlessly between online and offline channels. “Building continuous connections across every channel is the new superpower of profitability,” according to a Google study. This forces brands to speak with one consistent voice across all touchpoints—email, social media, website, store, push notifications, etc.—hence the need for a unified strategy powered by shared CRM data.
• The need for consistency and trust: Communication aligned with the customer profile and journey prevents dissonance (such as receiving an ad for a product already purchased, or contradictory messaging across channels). 53% of marketing leaders cite the integration of data from multiple sources as a key trend—without it, personalization can become ineffective or even counterproductive. By unifying Communication and CRM, brands build a reliable 360° customer view that ensures relevant messages and strengthens trust.

In practice, convergence takes shape through cross-functional teams (marketing, communication, data) collaborating around integrated relationship programs. For example, brand communication designs content or an offer, and CRM deploys it in a segmented way: a personalized email campaign, a web push reminder for those who did not open the email, followed by a targeted SMS for VIP customers, and so on. This type of unified, multi-channel orchestration was complex yesterday, but is becoming the norm thanks to modern technology.

Analysts also stress the importance of breaking down silos. According to a Digiday report, 91% of companies believe their marketing tools were “at least somewhat integrated” in 2025 (up from 88% in 2023), and the share with a “very well integrated” ecosystem more than tripled (13% in 2025 vs. 4% in 2023). The main remaining blockers are integration complexity (cited by 46% of brands), which still creates data silos, as well as cost and security considerations. Despite these challenges, the trajectory is clear: Communication and CRM are moving toward a unified strategy, where technology helps centralize data and harmonize customer interactions.

Performance opportunities unlocked by Communication–CRM alignment

Aligning Communication and CRM is not only a technical challenge—it is, above all, a driver of higher performance. Numerous recent studies highlight the tangible benefits of a unified strategy:

Higher conversion and revenue

Personalized campaigns consistently outperform. For instance, companies that excel at personalization generate up to 40% more revenue than others. Delivering the right message to the right segment (or even to each individual) at the right time maximizes conversions. One-to-one marketing, powered by CRM data, outperforms broad mass marketing.

Greater loyalty and customer satisfaction

Delivering a consistent experience across all touchpoints strengthens the relationship. 83% of consumers say they are more loyal to brands offering personalized experiences (and nearly two-thirds abandon brands that do not). Communication–CRM alignment makes it possible to nurture each customer with useful content coordinated across channels, increasing satisfaction and retention.

Operational efficiency and ROI

Pooling efforts prevents duplication and unnecessary spending. A unified strategy often means unifying tools: rather than multiplying disconnected platforms (email on one side, SMS on the other, etc.), companies adopt integrated systems (marketing automation, CDPs, etc.) that handle multiple channels. The result: fewer silos, a global view of performance, and clearer ROI. “ROI no longer depends on the performance of each channel in isolation, but on the synergy of the ecosystem,” an expert reminds us, underlining the importance of measuring impact holistically rather than in silos.

Greater responsiveness and engagement

When Communication and CRM teams work hand in hand, brands can respond in real time to customer behavior. For example, a user who abandons their cart can be re-engaged within the hour via a personalized push notification rather than waiting for a generic weekly email. These instant and relevant interactions drive engagement. In fact, companies that have implemented real-time marketing scenarios (trigger marketing) often see significantly higher conversion rates than with standard campaigns.

Customer journey optimization

A smooth buying journey—without breaks between channels—improves the overall experience. 76% of CX decision-makers believe a seamless experience is essential for a successful customer interaction. By unifying CRM and Communication, each stage of the journey can be coordinated: the advertising message reflects interest already expressed, the website personalizes content based on customer history, customer service knows the context of previous interactions… This personalized continuum streamlines the conversion funnel and reduces friction points.

In short, Communication–CRM alignment enables brands to move from approximate mass marketing to individualized, orchestrated marketing. The gains show up in additional revenue, improved click-through rates, lower acquisition costs (thanks to loyalty), and higher customer satisfaction. By 2026, companies that successfully unify these functions will enjoy a real competitive advantage, while those that remain fragmented risk diluting their efforts and delivering a disappointing experience. “Today’s customers no longer forgive irrelevant communications—they favor relevance and consistency,” sums up a CMO Council report.

Tools and channels enabling a unified strategy (including Web Push)

Communication–CRM convergence relies on a robust technology foundation. Here are the key tools and channels that enable this unification—and how to leverage them effectively:

Data integration: CRM, CDP, and a 360° view

The starting point is unified customer data. This requires a centralized CRM (or a Customer Data Platform—CDP) that aggregates all relevant information: sociodemographic data, purchase history, marketing interactions, web browsing, campaign responses, etc. The goal is to break down data silos across departments (marketing, sales, support…) to achieve a single view of each customer.

Since 2025, many companies have been investing in these data “hubs”. CDPs, in particular, are booming: these platforms resolve multiple identities (matching email addresses, first-party cookies, mobile IDs, etc.) and build a customer profile that can be activated across all channels. The benefits are immediate: Communication teams can segment audiences far more precisely, and CRM can trigger targeted actions based on behaviors updated in real time.

Data integration also addresses privacy concerns. A CRM fueled by first-party data enables personalization without relying on third-party data, which is often invasive. In fact, 85% of marketers now focus on first-party data to drive their actions rather than external data provided by advertising platforms. This “privacy by design” approach builds trust: customers see that the brand knows them intelligently without exploiting data they did not explicitly share.

Concretely, integrating Communication and CRM through data also means setting up shared governance. A best practice is to create a cross-functional data committee: together, teams define key KPIs to monitor, priority segments, contact rules (frequency, channel prioritization, etc.). This way, all teams work from the same customer asset and the same objectives, avoiding contradictory or redundant messages.

Omnichannel orchestration and automated personalization

Once data is unified, brands need tools to act in a coordinated way across all channels. This is where marketing orchestration platforms come in (often called marketing automation or multichannel campaign management). Only 18% of surveyed D2C brands used an automation platform in 2024—an underexploited opportunity to scale personalization. In 2025, this share increased as companies realized that “without automation, personalization doesn’t scale.”

An orchestration tool allows brands to design customer journeys: for example, triggering a welcome email and—if the customer does not engage—sending a follow-up via another channel (SMS, push notification) a few days later, etc. Rules can be built on behaviors (click, visit, purchase, inactivity…) or key moments (customer birthday, subscription renewal, engagement score…). These platforms connect signals (from the CDP/CRM) to the right messaging channels, removing manual tasks and ensuring message consistency across every touchpoint.

For example, when a web customer adds a product to their cart without purchasing, marketing automation can:

• send a push notification one hour later (“Your item is still waiting—complete your purchase now”),
• then, if there is still no response, send a personalized email the next day with the product visual and an incentive promo code,
• and finally, for premium customers, send a follow-up SMS within 48 hours offering help or highlighting urgency (“Stock is running low—don’t miss out”).

This type of unified scenario uses three channels in synergy. Thanks to the CRM, brands can ensure, for example, that they do not contact the customer by SMS if the purchase was ultimately made after the notification—avoiding irrelevant messaging. Automation guarantees responsiveness (actions triggered immediately) and relevance (content driven by data). Results can be spectacular: some brands find that these automated journeys now represent a major share of incremental revenue, while improving the perceived experience (customers receive helpful nudges rather than generic spam).

Finally, modern orchestration increasingly integrates AI. In 2026, 3 out of 4 marketers already use AI to segment audiences or automatically trigger optimized actions (chatbots, next-best-product recommendations, etc.). In the near future, AI will push unification even further: predicting each customer’s preferred channel, adjusting send times at an individual level, or even dynamically generating the most engaging content (text, image) based on the profile. These innovations all rest on the same foundation: a strong CRM and a coordinated communication strategy.

Focus: Web Push as a pivotal convergence channel

Among the emerging channels serving this unified strategy, Web Push notifications (push notifications delivered via the web browser) hold a special place: they perfectly illustrate the convergence between marketing communication and CRM. They make it possible to deliver an instant message to a user—on desktop or mobile—even when the user is not on the website. Integrated into the marketing stack, they act as a bridge between anonymous traffic and known customers, between web visits and long-term customer relationships.

Why does Web Push embody a convergence channel?

On one hand, it is a direct communication channel: a short message (title + text + image) appears on the user’s screen and is clickable—similar to an SMS or a mobile app notification. From a communication standpoint, it offers a proactive lever to distribute content (news, offers, new arrivals). On the other hand, it relies on CRM: a push can be triggered by a customer event (e.g., birthday, abandoned cart) and integrated into the omnichannel workflows defined in the marketing platform. The term “CRM Push” is often used when targeting identified customers (known in the database) through web or app push notifications. For this to be effective, you must match the push subscriber with the CRM profile, which is why a unified database matters (hence the “requires unified data” note in the table below).

Comparative characteristics of three key channels:

Channel	Opt-in & Required data	Strengths	Things to watch
Email	Email address (explicit consent via form). Rich CRM data available (name, purchase history, etc.).	– Near-universal reach (standard). – Rich, long-form content possible (images, detailed copy). – Fine-grained personalization (CRM data, complex workflows).	– Average open rates only 20–30%. – Inbox saturation (risk of being ignored or marked as spam). – Requires ongoing list hygiene (deliverability, opt-outs).
SMS	Mobile number (express consent, often captured via CRM). Moderate data (phone, sometimes name).	– Near-guaranteed reading (90%+ open their SMS). – Exceptional immediacy (flash message). – Ideal for urgent alerts or 2FA codes.	– Very short message (160 characters recommended). – Higher cost per send vs. email/push. – Can feel intrusive if poorly calibrated (reserve for critical info).
Web Push	Browser permission (1-click opt-in, anonymous or CRM-linked when identified). No personal data required (technical ID).	– Easier opt-in: ~15% accept (up to 15× vs. email signup). – No personal info required; inherently GDPR-friendly. – Instant delivery even off-site (bypasses adblock/spam). – Great for recapturing “lost” traffic.	– Short message, limited creative (notification format). – Requires browser authorization (users can decline). – iOS has fully supported Web Push only since 2023. – Easy unsubscribe (one click stops all notifications from the site).

In just a few years, Web Push has gone from a niche innovation to an essential channel for maximizing CRM

Since 2023, all major browsers (Chrome, Firefox, Safari) have supported push notifications, including on mobile iOS/iPadOS (with a few remaining technical constraints on Apple’s side)—greatly expanding the potential audience. On desktop and Android, push subscription happens in one click, which helps explain its high opt-in rate (15% on average). For brands, this means a meaningful share of anonymous visitors can be converted into an addressable “owned” audience—without even capturing an email address.

It is a breath of fresh air at a time when, as experts often remind us, “around 98% of a site’s traffic evaporates without leaving a point of contact.”

From the standpoint of Communication–CRM convergence, Web Push checks several boxes:

• It combines broad reach and personalization. You can send a notification to all subscribers (a “mass communication” approach, e.g., announcing a new article or a flash sale), or target a specific individual based on behavior (a “CRM” approach, e.g., abandoned-cart follow-up). One tool therefore supports both broadcast and one-to-one.
• It is integrated into modern marketing tools. Most automation and CRM solutions now offer a web push module or integrations with specialized platforms. This makes it possible to include Web Push in omnichannel workflows alongside email and SMS—for example, triggering a push 15 minutes after action X, then an email on D+1 if there is no engagement, etc.
• It offers a respectful user experience. Because subscribers provide explicit consent (and can easily unsubscribe via their browser), web push lends itself to virtuous permission marketing. It also does not clutter on-site navigation (notifications appear outside the site, directly on the device). When used intelligently—by segmenting sends and delivering real value—Web Push can achieve excellent click and conversion rates without fatiguing the audience.
• It opens up new cross-site possibilities. Beyond its own subscriber base, a brand can leverage push notification networks to reach similar profiles who have never visited its site, through publisher partners. This is more of an acquisition angle, but it highlights the channel’s versatility: the line between acquisition communication and relationship CRM keeps blurring—and push is a strong symbol of that (it can recruit and retain).

In 2026, Web Push has therefore established itself as a prime convergence channel, connecting marketing, communication, and data. It does not replace email or SMS, but complements them in a unified strategy. As a Forrester analyst noted as early as 2015, “push notifications will become a key component of any direct and relationship marketing strategy,” ensuring that “all messages, via any channel, serve common objectives and do not overwhelm the customer.” That prediction is coming true today: when integrated into the CRM, web push helps send fewer messages that are better targeted and better synchronized, benefiting both performance and customer experience.

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Best practices for a unified strategy in 2026

In 2026, several best practices stand out for getting the most out of Communication–CRM convergence. Here are some of the most widely recommended by experts:

Centralize data and unify KPIs 

Set up a single source of truth for customer data (an enriched CRM or CDP) and define shared KPIs across Communication, Marketing, CRM, and even Customer Support. For example, track a unified churn or CLV (Customer Lifetime Value) metric rather than channel-by-channel metrics. Simplify the stack and centralize data first—“define your North Star (e.g., retention), align teams around it, then move away from siloed reporting to evaluate the global ecosystem,” advises an expert.

Encourage cross-team collaboration 

Break down organizational walls between departments. Create multi-disciplinary squads (for example, a Content Marketing + CRM Analyst duo for each major campaign) so that content creation and data activation move forward together. 53% of leaders also cited the lack of cross-department cooperation as a major barrier to improving customer experience—a rising statistic that highlights how crucial internal alignment is. In 2026, winning companies will be those that have infused a culture of convergence in which Communication, Data, and IT work in harmony.

Automate intelligently while staying human 

Leverage marketing automation platforms to orchestrate complex, repetitive journeys, while keeping a human touch in the content. Use AI and automated triggers to scale personalization (fine segmentation, product recommendations, send-time optimization), but keep creative control. As one CMO summarizes: “AI should be your assistant, not your replacement.” Technology helps deliver the right message, but authenticity of tone and human creativity remain crucial to avoid sounding robotic or intrusive.

Adopt a privacy-first and ethical approach 

A unified strategy is built on trust. Ensure every touchpoint respects consent and data privacy. Implement CMPs (Consent Management Platforms) to manage opt-ins/opt-outs across channels (email, cookies, push…). Practice transparency in how data is used (customizable preferences, clear unsubscribe options). In Europe, GDPR remains the framework—capitalize on the fact that channels like Web Push or opt-in email are compliant by design, and highlight this to your audiences. Successful personalization is personalization perceived as useful, not creepy—otherwise it backfires. Studies show that poor use of personalization can erode trust and drive customers away. So personalize, yes—but with tact and transparency.

Diversify channels while maintaining a unified view 

Omnichannel does not mean being everywhere for the sake of it—it means being where it matters for the customer. Analyze your personas and test new complementary channels (WhatsApp Business, instant messaging, mobile or web push, etc.) in addition to email/SMS, without fragmenting management. Ideally, control everything through an omnichannel hub. For example, more and more companies centralize social and chat conversations in the CRM to keep the full history. In 2026, every channel should “talk” to your CRM so that no interaction is lost. The goal is to expand reach (some customers prefer WhatsApp or app notifications) while maintaining a single memory of the relationship.

Measure and iterate continuously 

Finally, the timeless best practice is to measure results and continuously optimize this unified strategy. Build shared dashboards for Communication and CRM teams with metrics such as multi-touch conversion rate (channel combinations), average sales cycle length, customer satisfaction score (NPS) after personalized communications, etc. Run A/B or multivariate tests not only on a single channel (e.g., email subject line) but on channel combinations (e.g., email-only vs. email + push). In 2025, 47% of brands prioritized investment in measurement and attribution to better understand the impact of each action. Communication–CRM alignment goes hand in hand with robust multi-channel attribution: ensure each channel receives fair credit along the customer journey (data-driven attribution models, marketing mix analyses, etc.), so you can adjust budgets and efforts toward what works best for your customers.

A unified strategy requires both the right tools and the right organization

Leaders’ experience shows that brands must think “customer first” (rather than “channel first”): structure all communication around shared customer knowledge—not the other way around. With this approach, opportunities in 2026 are immense: higher CLV, highly effective predictive marketing, seamless experiences that become a competitive advantage, and stronger resilience to regulatory changes (because it is built on solid first-party data). In a fast-moving digital landscape, this Communication–CRM convergence toward a unified strategy—supported especially by channels like Web Push—has become the new standard for high-performance relationship marketing.