A lot of things were obvious, but I will share some insights and my opinion below.
The presentation of the keynote speaker is available at slideshare.
Social CRM: where's the money? from Clo Willaerts
The keynote speaker referred to a TED talk from Pattie Maes. It's from a few years ago. When I watched the video, I already noticed that it is only a small step before parts of the examples given become reality.
Offline and online integrate. When buying a book in a bookstore, see the reviews at your phone immediately.
Project and share information everywhere.
Albert-Heijn supermarkets in Holland now started a test, with scanning and paying products with your cellphone. Next step is of course to add marketing, reviews and personal advice. Just like in the TED talk.
It is important to have a good CRM strategy. Don't just start building a CRM and think about a strategy afterwards. CRM is NOT anymore just a tool that you implement to register your orders we are way beyond that time now.The keynote speaker referred to a TED talk from Pattie Maes. It's from a few years ago. When I watched the video, I already noticed that it is only a small step before parts of the examples given become reality.
Offline and online integrate. When buying a book in a bookstore, see the reviews at your phone immediately.
Project and share information everywhere.
Albert-Heijn supermarkets in Holland now started a test, with scanning and paying products with your cellphone. Next step is of course to add marketing, reviews and personal advice. Just like in the TED talk.
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Always start with a vision and mission in a CRM plan |
It all starts with a customer vision and mission and a customer strategy.
Often companies still think that acquiring customers is the most important. But don't forget that it is way cheaper to keep customers then to acquire them. CRM, social CRM, customer touchpoints they are all very important to keep customers. The whole day, various examples of customer touchpoints, customer journey's were discussed. Make a map of all your customer touchpoints, and change them with your new vision. If there are to much, shortlist them and start with the most important ones.
In a research presented during the day, more then 66% of the customers will switch from company when the customer service they experience is not satisfying. Note that this is about your CURRENT customers. Not about acquiring new ones.