Leading digital marketing and technology agency, LBi, has launched a global Customer Interaction Department to help brands create more effective ways to manage and facilitate profitable relationships between customers and their brands in today’s socially connected world.

The department was created in response to huge demand from brands wanting to know how to best communicate with consumers through social networks, blogs, virtual worlds and other social platforms, and balance this with more traditional marketing channels.

LBi fuses together both traditional CRM and "social CRM" thinking to deliver a holistic and fresh approach to CRM strategy and implementation and programme management, communications and data planning, multi-channel campaign design and management, customer data management and hosting.

By embedding these skills and service offerings into its full service mix, LBi ensures customer engagement is a primary consideration across the customer journey, from acquisition to retention and advocacy. In collaboration with their colleagues in Media and Technology, the Customer Interaction department has developed a number of innovative communication planning tools and solutions that aim to simplify the complex reality of planning, managing and facilitating millions customer conversations in a web2.0 world.

Headed by Pipa Unsworth, a leading expert in CRM, global clients include Marks and Spencer, Financial Times, Mazda Motors Europe, Sara Lee, Mitsubishi Motors Europe, Formula1 and mostly recently, after an 8-way pitch Electrolux.

Whether it’s working with clients such as Sara Lee and Financial Times to develop and reinvigorate their eCRM programmes, or planning integrated media and CRM campaigns for Mitsubishi Motors Europe, or creating an online customer dialogue platform for Mazda Motors Europe, this integrated approach is proving popular with clients - including new pan-European clients such as Electrolux who plan to shift a significant proportion of their above-the-line budget to CRM, digital and experiential activity this year.

Pipa Unsworth, LBi CRM Practice Director says "I'm excited to see a growing demand for this fresh approach to CRM ¬ but not surprised! CRM is critical to maintaining profitability and protecting customer relationships during tough economic conditions and, as a data-driven discipline, CRM provides a level of accountability favoured by clients especially when marketing budgets are under increasing pressure to perform."

Ewen Sturgeon, LBi UK CEO, says "2009 will see continued investment in this area, coupled with substantial growth as clients continue to demand improved return on investment and more effective approaches to managing and retaining valuable customer relationships in a digitally centric, socially connected world."