MediaPost | MarketingTools: CRM

Going Mobile

Tue, 14 May 2013 09:00:05 -0400

We recently commissioned a study that looked at what online marketers say that they want to do ... and then at what they're actually doing. Some of the results were surprising; but the most astonishing piece of information of all was this: Marketers are slow to adapt to mobile devices and incorporate them into their marketing efforts.

3 Steps To Socialize Your Customer Relations

Fri, 10 May 2013 09:45:03 -0400

Social is a transformational and revolutionary medium that has given consumers worldwide an empowered and renewed spirit. Consumers now have more channels than ever before to learn, share, engage and let their voices be heard-and all in real-time. It has made us view "word-of-mouth" and its persuasive power in a brand new and powerful light. Gartner noted in a recent presentation that today's empowered consumer has put the nail in the coffin of the traditional marketing funnel. Today's modern marketer puts the consumer at the center and creates ongoing relationships. Social media usage, fueled by mobile growth, has forever transformed the way consumers and businesses interact. Today's empowered consumer is driving change across the enterprise, not just in marketing.

Infographics Help Customers Relate To Your Company And Ideas

Tue, 07 May 2013 09:50:02 -0400

Mention statistics and data to most people, and they will quickly lose interest. Present this information as an infographic and suddenly those "boring" figures become eye-catching, interesting and a way to stimulate client conversation. While many people may poke fun at USA Today's highly visual presentation of the news, it was ahead of the infographic curve with its "Snapshots" that provide easy-to-read statistical graphics.

Social Media And The Customer Experience: Shortening The Path To Engagement

Tue, 30 Apr 2013 13:00:03 -0400

Social media should not be just about listening and engaging with customers, but instead, should be about driving business through key performance indicators (KPIs) that map, measure and manage the customer journey from initial awareness to total engagement.

Marketing That Has Been Cleared For Take Off

Fri, 19 Apr 2013 09:30:03 -0400

In an evolving marketing world where consumers are often watching TV with a second screen in their hands and fast-forwarding through commercials, transit advertising has become a growing platform for marketers. Airports, bus vestibules and subway cars all foster an environment that makes travelers exceptionally receptive to advertising messages. Believe it or not, airports are actually a place where consumers want to be exposed to advertising. While in an airport, travelers are mentally preparing for new experiences and willing to embrace new messages in their surroundings. Though sometimes overlooked, airports attract a captivated audience and foster an ideal environment for advertisers.

The Enemy Mine

Tue, 16 Apr 2013 09:52:02 -0400

When you report your social media metrics to your boss or a client, naturally you focus on your "fans" and how many you added/lost in a given period of time, right? You added "this many" for this promo but "lost a few more" the next day because you promoted a little too much. Or, say, after a rather provocative point of view or miscue by your parent company, the fans evaporated or showed up in droves to support. Either way, you can't help but take it personally when someone clicks to either "join the party" or "walk away."

The Relationship Is In The Story

Tue, 09 Apr 2013 09:26:02 -0400

In his book All Marketers Are Liars, marketing guru Seth Godin emphasizes the importance of storytelling as a successful marketing strategy. And, to my mind, he's absolutely right. As a former teacher and a current-day online marketer, I know exactly how important it is to frame a customer's need in the context of a story-and then to cast the solution as the happy conclusion to that story.

Client Communication: Cut The Clutter And Maximize Your Message

Tue, 02 Apr 2013 09:53:02 -0400

Aggregated. Summarized. Concise. These terms are referenced more often than not with regard to digesting news. Then there's the issue of what digital platform you're using to consume information. Smartphone? Tablet? Desktop computer?

Customer Experience: The New Point of Brand Differentiation

Tue, 26 Mar 2013 11:00:03 -0400

In an era when consumer products and services rapidly commoditize, the customer experience has become the point of brand differentiation. It matters more than ever before - as evidenced by an increasing number of businesses adding a Chief Customer Officer to their executive leadership team. A good experience has the power to unlock a lifetime of loyalty and advocacy. A bad one can be relayed across the world with just the click of a mouse. More than 86% of customers say they will simply stop using a brand after one bad experience, and 82% of customers will communicate their bad service experience with others. The quality of a customer interaction is becoming one of the top reasons for recommending a company.

When The Tables Are Turned

Tue, 19 Mar 2013 07:19:30 -0400

I recently spent my entire weekend with cheerleading moms in Dallas, at the National Championship and, ironically, in our downtime, there was a lot of discussion about stores and brands and their marketing efforts. It was fascinating to listen to. (If you know anything about Cheer Moms, you know we are not short of opinions!)

Selling The Story To Extend Focus Beyond The Product

Fri, 15 Mar 2013 07:04:30 -0400

The word "engagement" has become a buzzword for marketers lately, but many brands do not fully understand its definition: to ignite excitement that leads to participation. A call-to-action does not always need to equate to a transaction. Yet, not every campaign must directly sell a product in order to be considered successful. In many scenarios, brands have grown their businesses by building relationships with their target audiences, eventually turning consumers into brand advocates. For many, social media has become the driving vehicle for consumer interaction. Facebook, Twitter and Instagram have transformed the meaning of campaigns in order to sell a story, extending focus beyond just the product.

Reengagement And CRM

Tue, 12 Mar 2013 07:03:11 -0400

Customers are valuable. We all know that, of course. We work hard, strategize, and spend good money to acquire them. We brainstorm what they might want from our products and services, and then we try to give it to them. We do everything within our creative powers to engage them and keep them engaged.

Conferences: Ensure That Your Customers Show Versus Snooze

Tue, 05 Mar 2013 07:31:37 -0500

Conferences and trade shows are nothing new for marketing professionals. They can be a great way for brands to network with current and potential customers as well as interact with peers. However, conferences also require a good deal of preparation, time and money, so if you are investing, it's critical to prepare a conference presence that will pique visitors' interest and encourage them to stop and ask questions.

5 Myths Of Cross-brand Selling

Thu, 28 Feb 2013 09:27:34 -0500

Cross-selling became popular in through customer service and sales centers in the 1990s and on the web more recently. At the time, The Economist described it as "the synergistic notion that buyers of one of a firm's services would become customers for another." As expected, the rules and opportunities around cross-selling have evolved and expanded since. It's still effectively used to generate revenue but also as a value-added service to a customer.

Words That Sell

Tue, 26 Feb 2013 06:41:53 -0500

The words you say, as well as the ones you don't say, can make a big impact on your sales results.

Target Practice

Tue, 19 Feb 2013 07:08:38 -0500

Recently, in a detailed conversation with a client, they had some very specific and preconceived notions about re-targeting. Having seen what re-targeting could do for one of their sister brands, the marketing leadership of this particular effort wanted to go even more direct, more specific and most importantly, "always on."

Going Multichannel

Tue, 12 Feb 2013 08:03:33 -0500

A recent survey commissioned by Adobe and administered by Keynote Services looked at how consumers are using mobile sites, apps, and emerging technologies. All of the data was interesting in one way or another to marketers who want to take advantage of multichannel touchpoints in reaching prospects and customers.

It's Time To 'Like' The Brand Website

Tue, 05 Feb 2013 08:40:44 -0500

As customers head to Facebook, Twitter, Pinterest and other social channels to connect with a brand, where does the company website fit in the mix? Should organizations be devoting the time and resources to engaging customers on their corporate sites if social media channels are garnering more traffic?

Creating Optimized Customer Experiences When Loyalty, CRM Come Together

Thu, 24 Jan 2013 09:48:16 -0500

Ask marketers or loyalty marketing service providers (L-MSPs) what will be a common 2013 theme and they'll tell you "convergence" - just like 2012.

Social Media Engagement In 5 Easy Steps

Wed, 23 Jan 2013 06:09:51 -0500

One of the most significant trends in customer engagement over the last three years is the rise of social media outside marketing and inside customer service. Social media is moving beyond contacts and interactions to a culture of community and collaboration for the most engaged and customer-centric companies.

Providing Service, Not Just Merchandise

Fri, 18 Jan 2013 09:08:44 -0500

I recently moved into an apartment in New York City. Though I have lived in other apartments, I never actually managed to acquire many "investment pieces" over the past several years. Moving in, I didn't own a bed, couch, chair, table, nightstand; in the past, people had either furnished the place already, or I found myself sleeping on an air mattress (note: you can buy some pretty nice air mattresses these days). As a result, this new apartment required some new home purchases; so for the past month I have been thrust into the world of home goods and furnishings.

Stepping On The Scale

Tue, 15 Jan 2013 15:05:53 -0500

So it's that time of year when you take advantage of the hopeful, cleansing and prosperous thoughts of a new year and look to leave behind all the past transgressions. Knowing you sort of "blew it out" over the holidays, it's time to suck in, face the music and step on the scale.

Customer Acquisition Management: Your Key To Success In 2013

Tue, 08 Jan 2013 08:26:31 -0500

If you're reading this now, it's because you know-and care-about the importance of great customer relationship management. Congratulations: that's the best way to maintain and grow your business in 2013! But a mistake that many marketers make-and that you may be making as well-is in believing that great CRM starts after a customer comes on board.

Communicating With The Always-Connected Customer

Wed, 02 Jan 2013 10:50:10 -0500

Remember the days when billboards, direct mailings and television commercials were the major tools in marketing and advertising? Now, we're all bombarded with brand messaging while playing games on our phones, embedded in articles we read online and even on screens while riding in a taxi.

Take Ownership Of The Customer Experience In 2013

Wed, 26 Dec 2012 10:47:02 -0500

I recently planned a special weekend getaway for my family. I had booked the hotel months in advance, in addition to securing reservations for quite a few other activities, special meals, and more. When we arrived at the hotel, I was surprised that the clerk could not find our reservation. After speaking with the manager, we had learned that our reservation was accidentally canceled by the online booking company. Even though I had a copy of the original confirmation (which was already paid), I was told the hotel was fully booked and they could not honor our stay.

Customer Service Is The Rule, Not The Exception

Fri, 21 Dec 2012 07:00:41 -0500

When it comes to customer service, many industries have mastered the process in order to strengthen brand loyalty and provide a positive experience for the consumer. For example, retailers, QSRs and luxury industries have established customer service staples for how they run their businesses. However, when it comes to the hospitality industry, how do hotels manage to retain customer loyalty and turn their guests into brand advocates when most are just visiting for a short period of time?

Seating Customers At The Holiday Table

Tue, 18 Dec 2012 07:04:28 -0500

Holiday time often means pressure to include those that, during the year, you prefer to exclude. (Yes, I am nodding towards a few "frenemies" and perhaps an in-law or two.)

May The Best Lists Win!

Tue, 11 Dec 2012 03:17:13 -0500

Last month, I talked about acquisition in an article asserting that good acquisition is also good customer relationship management. I'd like to say more about that this month, as Q1 of 2013 will be upon us sooner than anyone ever thinks, and starting the new year thinking about new-customer acquisition is the best way to set you up for the best CRM ever.

Weathering The Storm: Keeping The Lights On For Business When Things Go Dark

Tue, 04 Dec 2012 04:49:52 -0500

While it's been just over a month since Hurricane Sandy, many of us are still feeling the effects of the storm's destruction. As the Eastern seaboard continues to rebuild, we have reflected on how businesses maintained continuity and customer relationships when the lights go out. What steps should you take so business runs as usual? Are there ways to better prepare for huge disruptions to your business operations? How do you conduct business when your customers and employees are faced with gas shortages, power outages and serious property damage?

Best Practices For Social Media Customer Care

Tue, 27 Nov 2012 12:19:22 -0500

Social media has arrived as a first choice channel of interaction for consumers to seek customer care and technical support. It's the next stage of evolution in the demand for a better online experience and real time customer service.