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Tag: Customer Relationship & Marketing

The gap between brands and consumers is getting wider

Time has come to individualize marketing and customer relationship. With the rise of the social web, brands had more and more opportunities to build a personal relationship with their clients. Channels multiply, points of contact and interaction too, communities blossom - even if...- and brands have learned to interact with them without too much damage. Yet... 4 years ago - what is an eternity - an IBM study names "from social media to social CRM" showed how much brands where wrong about what they thought customers expect from them on...

Salesforce ignores communities…and that’s ok !

Summary : when talking about customers, collaboration, web and anything social or 2.0, it's impossible to avoid communities. Whether made of clients or employees,...

In Social Business, Businesses are the Care Bears

Summary : Either externally with customers or internally with employees, one the pillars of any "social" or "2.0" project is people's need for more...

On the place of social media in corporate strategies

Summary : More and more strategic plans are now involving social media. Should we welcome this or worry ? Knowing that tools are there...

Turning lurkers or unhappy customers into fans. Stroke of genius or swindle ?

Summary : what's a fan on facebook ? Someone who likes a product or a brand of course. Are we wure ? When, to...

Social CRM is not about media but a new approach to customer relationship

Summary : everyone has an idea, even a rough one, of where social CRM is taking us but no one exactly knows what will...

Social media and customer service : don’t make exceptions become mainstream

Summary : when an enterprise invests in social media to improve its customer service it may think that a good indicator of success would...

Customer service : avoid being the victim of you social media success

Summary : while some businesses are puzzled towards the lack of success of their customer service initiatives on social media, others are trying to...

Sorry but I’m not a member of your community

Summary : considering that one's audience on the web is a community and treating it as such is more and more common. Is it...

Is Facebook the future of call-centers ? The Air France KLM Switzerland case

Summary : Facebook is usually considered as a communication and marketing tool. But it's becoming more and more obvious that it's becoming a customer...
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