Event summary: CRM in one day
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.
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.
|Always start with a vision and mission in a CRM plan
|The key to succes is the centralise the expectations of the customer and to know his wishes and demands
|Use social data to understand what your customers want. Improve service, sell more!
|Social Graph Data is not owned and constantly changing. A challenge.
|Your brain when reading a book (above) and when using Google (below)
|Technology and social graph change buying behavior
|Decrease support costs by use of social
The customer lifecycle for modern marketing by Forrester. Looking at this model, also confirms my thoughts that the customer touchpoints and communication moments are getting so much more important to keep your current customers and to attract new ones.
A lot of these contactmoments can be automated, but you have to be ready to identify them, to test them, and most important, to add value with these contact moments.
Don't forget to think commercially.
Every promotion you have, every contactmoment can evolve in a commercial transaction. Don't stop communicating after the sale. That is what most companies nowadays do. Don't stop, add value after the sale and this will reward in the end. I buy a lot online and the only follow up after a sale are the "we recommend you these" e-mails. But that is not adding value!
|Customer lifecycle for modern marketing by forrester
New for me was that there is also something like a "customer effort score".
How much effort did it take to get the answer to your question.
In the sheet (below) they only mention offline behavior, like how many times did you had to call before your problem was solved, and the average waiting time, but this can also be perfectly measured online by constantly testing your FAQ questions and interaction design, thinking about FAQ positions (shopping cart), live chat etc.
|A new KPI for me, the customer effort score
- Add value for your customers
- Have a clear CRM strategy
- Deliver happiness , excellent service or an experience to your customers
- You can earn money with customer centric thinking. But the ROI time is longer then with normal marketing promotions. Value for the customer/ Value from the Customer. Make sure you are in the middle.
- Improving and expanding your customer touchpoints is what it is all about the next few years. And this is fun, I think! Think service, Think Creative, Think Commercial. A nice project but start with a vision and then implement it in your customer touch points.
- Start using social graph data
- If you are in an international environment, think of local differences and embed it in your strategy. (legal, technical, but especially also in terms of service)
So where smaller online retailers can differentiate with, is delivering this excellent service, giving a great experience to your customers and get to know your customers far better then the big ones can.
It was a nice event to visit. Nice speakers. I especially liked the Forrester presentation and Egbert Jan van Bell's presentation.