With customers who are more informed, organized and connected than before, who can now play an active role in their relationship with businesses, communication postures, marketing and customer relationship need to be reinvented. Towards Social CRM.
Social media and networks have something paradoxical for product directors or marketers. On the one hand they represent an awesome new potential but on the other hand they question their role so much – rather the way they’ve fulfilled it for decades – that they are used in two fashions : not at all or [...]
In short : while digital was supposed to trigger a new era for for marketing, it seems to be slowly killing it. Low performance and lost of trust from boards are established facts. But blaming CMOs is a too easy shortcut : they won’t be successful until joint and multidisciplinary programs are implemented. Social media [...]
In brief : communication and marketing often feel helpless as the malleable mass becomes a wise crowd able to support or thwart their plans. Businesses must learn to put their ecosystem under a positive tension, what means understanding new levers and adopting postures that are not natural to them. I’ve been waiting for years for [...]
In short : better customer relationship is only window-dressing until businesses move from a strict CRM approach to a customer experience one. Futile because intangible for some ones, it’s the cornerstone of tomorrow’s strategies and need an unified and coherent vision of customer related processes, managed by a new player : the Chief Customer Officer. [...]
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In brief : gamification is told to have a positive impact on business because it increases loyalty, favors engagement etc. That’s only half true : loyalty and engagement are not business benefits but levers to achieve them. I was reading a couple of things of gamification these last days and, when I tried to summarize [...]
In short : businesses try to improve their online influence,get closer to influencers and achieve better customer relationship online. But there’s still a major incoherence : not linking social CRM and loyalty programs may lead to neglect true loyal customers to the benefit to visible internauts and lose the first without getting anything out of [...]
Summary : having ambassadors has a real value for brands but it’s a hard job. Ambassadors are not puppets one creates but experts whose trust is hard to deserve. More, in less appealing industries it’s hard to see ambassadors emerge while there are referent people on the matter they address. One can’t create ambassadors but [...]
Summary : in a world of conversations and relationships, influence is the new Grail anyone has to acquire and measure. But influence is nothing as long as it does not make people undertake an action that impacts the business. Considered alone from usual business indicators it proves nothing except except a vague ability to spread [...]
Summary : gamification is an incredible means to lead employees to new ways of doing things. Underestimating it because it does not look serious enough among old practices would be a big mistake. That said, the opposite excess should also be avoided : not only gamification is nothing but an update of old practices but, [...]
Summary : social networks are people centric, or, at least, are supposed to be and that’s taken as a given. In fact those services are more and more dedicated to bringing people around brands, leading the model astray. Everything is ok as long as people find what they’re looking for but the situation can topple [...]
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