While it’s one of the enduring tenets in the CRM market, a 360-degree view
of the customer is fundamentally flawed. Why is that? Having all the
information at your fingertips about any given customer is of little value if
you can’t do anything with it to better serve the customer at the point of
interaction, across all contact channels and organization silos.
The first wave of CRM software solutions concentrated on delivering a
data-centric view of the customer. That is, pulling all of the
information about the customer into a consolidated database to make it
available to a customer support rep (CSR). For today’s customer
—whether B2B or B2C— it is not enough to know what products or services
they have purchased in the past. They want you to meet their particular
need ‘at the moment of interaction,’ i.e. when they contact you.
Today’s consumers want you to ... (more)
It's anyone's guess when the recession bottoms out and we get back to
growth. Rather than remain in a "state" of denial - like California did for
too long - or adopt a hunker down mentality - "let's just ride this one out"
- as many companies have, there's a middle path of taking proactive measures
steps now, so that when growth reappears, your company is better positioned
to gain an unfair share of the increased customer demand that will be there
to harvest. Here are a few considerations to come out will your guns
Get back to basics. One of my colleagues recently s... (more)
Given all the pressure to deliver "in quarter" results, it's becoming
increasingly difficult to get executive attention on strategy formation
and/or re-examination. Executive energy is largely consumed with driving
operational excellence and available "cycles' are devoted to sales and growth
initiatives designed to drive near-term, measurable improvements in sales
and/or profitability. It makes sense given we are still "heads down"
working our way out of an enduring global recession.
Nevertheless, there's a risk that by ignoring meaningful strategy formulation
today, your com... (more)
This Q/A with Grant Johnson, conducted recently by Drew Neisser, CEO of
Renegade, a NYC-based social media and marketing consultancy, also ran here
on The Drew Blog.
B2B companies for the most part have been playing catch up to their B2C
counterparts in the social media arena. One company that is coming on strong
in this area is Pega, a company that helps other companies be more focused on
their customers via BPM and CRM software solutions. I was delighted to able
to catch up with Grant Johnson, Pega’s CMO as part of the soon to be
released Social Media Fitness Study. (BTW, CMO’... (more)
If you haven't revisited your brand architecture in more than a year, it's
likely what you're building is a façade, rather than reinforcing a
foundation. Because technology and innovation are inextricably linked, tech
companies are continuously introducing new products and services, and in most
cases, adding brands and sub-brands into their product portfolios. Over
time, even a sound architecture can begin to crumble under the strain of too
many overlapping brand layers.
It's not as if tech marketers are trying to create brand disorder and chaos,
it's just that inattention to... (more)