CRM: Customer Relationship Management
Customer Relationship Management (CRM or) is back! What a difference a few years. Not too long ago, surveys have been reported that 70-75% of all CRM initiatives failed. That was yesterday. This is today. Although the CRM implementation results leave much to be desired, it is amazing what can happen when institutions will treat CRM as an ad hoc operation "of skunkwork" to treat it as a formally constructed corporate initiative. Do not say we did not tell you.
The fact that you are at this site probably means that CRM CRM or not is not the issue. The question is how to do it effectively? How do you create the strategy / vision, manage expectations, how do you organize around the customer, and how do you implement CRM best practices? The answer to these questions lies not only in the imagination, but also in the implementation of technology. For this reason, you will find a lot of technical talk on these pages. Do not shy away from these areas because these issues are the responsibility of marketing and, quite frankly, the devil is in the details. Overall, in this site, we tend not to take a commanding view of IT-CRM, but more of a view of the CRM business strategy and mount components in the IT strategy business. And at other times, take us back to a very tactical level.
Before leaving this introduction, we want to echo a point of view by Bryan Pearson Alliance Data Systems on a subject which we were really troubling for a while - which is to focus apparently singular CRM marketing on data analysis at the expense of imagination. Mr. Pearson wrote:
"Instead of developing real relationships with our customers, we often reduced to simple ones and zeros ... Today, the balance between art and science lurched inexorably towards science as the true art we develop decreases. "
Science is burying the art of customer relations. As such, we are Stalling as marketers we fail to innovate. Our industry has historically been the most innovative in the field of marketing. In this environment increasingly competitive, we must not forget our innovative heritage. After all, "scientists can explain the world, but only artists can make sense."
Top 5 CRM trends for 2015
With trading on the stock market close to new heights, probably a economy in a fashion consistent growth and entrepreneurship bounce, traders are on the crowded market. Old school advertising is not as effective as it once was. There are over 60000000000000 individually indexed web pages there. According to IBM, 90 percent of the data in the world today has been created in the last two years. The subscriber email receives an average of 416 commercial messages per month. Crossing your customer is more difficult than ever. In this complex environment, we offer 5 new trends for 2015 that will put the marketing challenge:
1) Content: business web sites tend to be loaded with irrelevant content. They also often fail to meet the level of quality of Google's guidelines that feed Google Adwords. Consumers, on the other hand, are much more sophisticated now which means that companies need content that is interesting and relevant across all platforms, to make the emotional and rational connection is required for engagement . Consumers want in-depth information and they want it now. Hence traders are creating shareable content and microsites to highlight products and promotions, as well as deliver targeted messages around topics relevant to the buying stages (information at the stage of perspective and offers later stages).
Some brands are realizing that the content can be four times more effective than traditional marketing campaign. These same brands choose niche content that they feel they may have - often in niches which, no doubt, have little direct relation to the products they sell. Companies that lead to content include:
Nike
BeingGirl P & G
Out-Law, a law firm in the UK
OpenView Venture Partners - a venture capital firm no less
Louis Vuitton: Art
Burberry music
Red Bull: sport
2) Geo-location: This affects both digital and offline worlds just as we now have a physical cookie. No, we're not talking about local search, we talk about customers or close to the shops of brick and mortar or digital kiosks receiving messages and location-based offers. Retailers can now, via mobile phone signals, track customer movements in and around a store. Retailers can even identify repeat buyers and keep track of their behavior in store.
With beacon of technology, it is now possible to push messages to consumers when retailers think they are relevant for consumers. Not too far away is the day a retailer can push offers based on the location Before such a consumer consumers close to the beach on their way back to their hotel could receive a push offers for jerseys Bath the consumer could buy as they passed the store or kiosk digital retailer, or they could buy from the comfort of their hotel room.
This technology, while still in its infancy, quickly adopted by retailers and will fundamentally change the way retailers think of their customers. Analysis of data simply increased to a new level.
3) Customer Experience: McKinsey seventy percent of the shopping experience of a customer is based on how the customer feels they are being treated. Today, customers have more choices than ever and are more frugal. This offers them the luxury to demand more. The key to meeting this authority offers a holistic customer experience across all touch points and society develop the infrastructure that allows the sharing of knowledge and intelligent communication.
Smart organizations will hire a chief customer experience; a position that will reside outside of marketing, sales and operations. CCEO The role will be to have a single view of the customer, to identify and capitalize on unmet expectations and move the entire company to a decision-making centered on the client. A final outcome could include customers having a direct influence on what is sold by the company, for example, or ModCloth Republic Bike.
Since customer loyalty is directly correlated to the experience of the customer's brand, with genuine personal interactions both before and after a purchase has been made is the number one priority of all customer-facing business. Tactics like content creation, loyalty and gamification programs continue to play a vital role in the development of the customer experience, but it will be initiatives that enable a holistic experience such Uber which allows customers to hail, track and pay for a taxi through its website and / or a mobile application. Or recent tie-up with Airbnb Ikea in Australia to bring their showroom to life.
The retailers, who in the past have tended to tie their loyalty programs to a private label or general credit card use, will start experimenting with multi-tender loyalty programs. Due to the requirements of the Great Recession and legal, the cold hard truth is that two-thirds of adults age 30 currently have credit cards at all. Retailers who want to conquer the millennial market will become more inventive to capture the shopper. Use cash or debit will no longer prevent consumers from participating in the efforts of the loyalty program from a retailer.
4) Customization and personalization: To be effective in this new year, companies will seek to learn more about its customers and use this understanding to talk, engage and interact with their customers more often and more significantly new and innovative ways (including mobile, dynamic content, applications, blogging, social). Static websites are not enough, they need to be social, inspired, and personal.
Given the unique nature of the mobile phone (one phone number), marketers can now learn the habits of customers and offer more proactive services such as personal assistants to provide advice organized store, custom menus in restaurants that exclude food clearly not appeal to you, or have allergies to. With Google Now, merchants now have access to a tool that learns from your phone and tablet business to make intelligent choices based on those you have already made.
But perhaps the most interesting development in this trend is Flayr. Still in beta in France, draws on recommendations Flayr with online social media network; combined with other personal information, to draw your attention to specific products and where they can be purchased.
Like it or not, 2015 is going to be up close and personal.
5) omnichannel: omnichannel is now critical that many brick-and-mortar stores are growing sales in retail anemic or negative year-over-year; but the online component of omnichannel continues to do well as consumers slowly alter the balance of their buying behavior - moving more online. Companies that understand the dynamics of the offline brand must be recreated online - that sense of discovery, inspiration and entertainment - will be the companies that survive and thrive. Who said that e-commerce sites can not interfere presentation, conservation and yes, personality? This is the year that mobile and digital customer experiences evolve and compete with offline customer experience - I hope mixed with pleasure and humor.
The idea of "first screen" and "second screen" is more relevant for marketers that consumers never had a device by the spirit of the appliance together. Screens were mixed together. Consumers want seamless and consistent experience, digitally and offline. It is now up to marketing to guide marketing strategy and the overall customer experience.
Mobile is common now, and will continue to grow and dominate. Marketers must now put mobile at the center omnichannel travel. Start with the mobile account and evolve the design to larger screens, using sensitive design techniques. Implement strategies that affect browsing and buying consumer travel. This includes arming the pavement sales force with mobile technology to check inventory, place orders or make a sale.
But the design and technology will make marketing so far - they need to ensure they develop a differentiated value proposition for their organization along the way. Leaders in the field of omnichannel include American Eagle, Sears, lululemon, and Selfridges.
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