• MARKETINGTOOLS: CRM
    Applying 2010 Lessons To Influence The Customer Experience Of 2011
    Like Paul, industry analysts are predicting the pull that analytics technology will have in mining both structured and unstructured data -- moving it to the top of the shopping list for many in 2011. When wrapped around customer service and marketing efforts, the impact can be significant in growing and maintaining a loyal fan base. Perhaps it's worth considering such a theme for your New Year's resolution in the coming month -- the power of a loyal customer following is what will set global organizations apart.
  • MARKETINGTOOLS: CRM
    Social Media, The Fifth P And The Five Rs
    As with the classic four Ps, when organizations embed the five Rs in their operations, they must ensure that they strike the right balance among them. Too much or too little of any one of the dimensions will very quickly and very publicly expose the organization's lack of authenticity and, ultimately, undermine not just the social media opportunity, but also the brand.
  • MARKETINGTOOLS: CRM
    Build A Customer-Focused Company Culture
    Changing a corporate culture cannot, and should not be an immediate process, and neither can it be a half-hearted one. Businesses that truly dedicate themselves to building a customer-focused culture are stronger competitively -- and provide better places to work.
  • MARKETINGTOOLS: CRM
    Why Direct Marketing Is Also An Experience
    Jobs are scarce, the Dow is bipolar, and customers are squeezed at every point. Brands that engulf them in a warm and fuzzy cloak of predictability and anticipation in the right situation are the ones that will gain market share but only if the experience with that brand makes the customer feel safe, as in, "I trust that brand. They will help me quickly. They care."
  • MARKETINGTOOLS: CRM
    Replacing Customer Hierarchies With Customer Choices
    Since it's unlikely airlines will be replacing or reconfiguring passenger seats in the near future, maybe offering "free drinks" or some extra bonus miles for those in the last row would serve as a nice gesture.
  • MARKETINGTOOLS: CRM
    Take Back Control Of The Conversation
    With consumers readily discussing their brand experiences on blogs, review sites, and social-media platforms, the voice of the customer (VOC) has never been stronger than it is today. The word-of-mouth impact of one negative experience can start a firestorm with far-reaching impact on your brand.
  • MARKETINGTOOLS: CRM
    Engaging Consumers To Buy
    Marketers need to create engaging and rewarding experiences, paying close attention to ensuring that sales associates are better prepared to sell to customer needs and wants, delivering self-guided technology-based demonstrations, and including customers' interactions and feedback at every possible step of the process. By placing a significant emphasis on customer engagement and interaction, marketers can keep customers coming back for more.
  • MARKETINGTOOLS: CRM
    Outsourcing Customer Relationships In A Customer-Centric World
    This is the face of the new outsourcer -- driven to establish loyal, long-term strategic relationships with end customers on behalf of their clients. Customer service is quickly becoming a critical intelligence source for marketing organizations. As this trend continues, businesses and their outsourced customer service vendors must find ways to achieve greater integration.
  • MARKETINGTOOLS: CRM
    Stop Trying To Be The Nordstrom Of Your Industry
    Sometimes I wonder why a company is trying so hard to wow me -- what are they trying to mask using their service personnel? Take the off-the-cuff platitude, "Is there anything else I can do for you today?" offered at the end of a transaction. Take all that energy spent trying to exceed my expectations and apply it to your other processes. Then maybe I'll be happier about the whole experience.
  • MARKETINGTOOLS: CRM
    Change In Customer Behavior Is A Lasting Legacy Of Economic Downturn
    Generating profitable growth under such circumstances calls for a combination of operational efficiency, analytical insight and disciplined innovation. Companies with these elements in place will be well-positioned to accelerate growth and achieve high performance.
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