the conversionista |
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Anticipate personal and relevant messages - stop shouting at your customers. Stop trying to reach everyone, and figure out who cares about your message. Find your tribe!
Apart from focus: Tune in to your individual customers!
Source: http://www.pega.com/community/pega-blog/gartner-360-and-crm-for-marketing-in-2012
It seems to all come together to a much more personal approach. We were used to that in the offline world, but Social Media, Social CRM and targeted Inbound Marketing automation make this an online trend as well.
Read "How social CRM will change the way brands deal with customers" on Econsultancy to see how Social CRM is taking over and embraces the personal approach.
Customer data can be segmented by the obvious things like age, gender, and location, but add social channels into the mix and you can add in things that let you segment and target customers more effectively, like interests and social influence.
It’s possible now. The technology exists. But to do social CRM well requires a clear customer strategy based on more than just sector, demographic and region. It means seeing every customer as an individual, not part of a segment. ‘Knowing your customer’ has never been so accessible.
Source: http://econsultancy.com/uk/blog/9201-how-social-crm-will-change-the-way-brands-deal-with-customers
Volgens Gartner is echte integratie van CRM en social media noodzakelijk. Klinkt als een open deur, maar Gartner gaat in op de essentie: Wat is de motivatie van uw (potentiele) klanten? Waarom zijn ze tevreden over uw diensten? Waarom niet? De social media geven hier als nooit tevoren inzicht in.
Uiteindelijk willen organisaties in één overzicht van hun klant al het relevante kunnen zien. Daarin moet dus alles te vinden zijn; orders, contracten, contactmomenten etc. Maar nu dus ook de sociale interactie op Twitter, LinkedIn en Facebook. Door dit overzichtelijk in CRM gepresenteerd te zien, moet vooral het begrip voor de klantenmotivatie, en wel de specifieke klantenmotivatie, duidelijk worden. "CRM is about how to treat different customers differently" aldus Adam Sarner, research director van Gartner.
Dit gaat dus een stap verder dan het beschouwen van Twitter als een nieuw sales- of supportkanaal.
Interessante video:
By Drew Robb
February 10, 2011There is so much buzz about social CRM these days. Companies like Intuit, Procter & Gamble and Citigroup have embraced it in a big way. Gartner is now devoting magic quadrants to it and a slew of companies have raced into this emerging field.
Interessant artikel over CRM die meer social wordt en de 2 visionaire Social CRM bedrijven Lithium en Jive. Conclusie is dan ook dat appels niet met peren te vergelijken zijn. Geen leider dus, maar wel verschillen.
He offers the following advice for sorting out a Social CRM strategy:
Don’t look to buy ‘Social CRM’ solutions: “Instead, you need to decide what you are trying to accomplish and which categories [mentioned above] are most likely to make a meaningful contribution to your strategy.”
Define your goals for a Social CRM strategy: “If you just want to track what customers are saying about your brand on the Web, then a social media monitoring application will suffice. But if you want to analyze that data, identify influencers, or spot trends, you should explore social analytics. Finally, if owning the community is strategically important, you will need a platform to build out that environment for your constituents.”
Look to traditional CRM vendors for enhanced enterprise functionality: “Social CRM vendors don’t offer the same level of sales, service and marketing functionality that traditional CRM vendors offer. So if you need capabilities like sales lead management, lead nurturing and a few social features on the side, then you should really be looking at CRM software.
Social CRM strategie. Verwarring alom. Maar het is eigenlijk heel simpel, kijk maar.
