Customer Relationship Management

What is customer experience and how do you measure it?

Can you even measure it? Taken at face value, customer experience (CX) seems like a rather intangible term, one that you’d think could only be referred to anecdotally.

“I visited a website, I found what I was looking for, I purchased the item, I received it. All went smooth enough without any kind of hiccup or annoyance.”

You could therefore say I had a good customer experience, but how does a retailer or service provider really know?

We’ve just launched a fantastic series of briefings called Masters of CX which are all free to download and cover a range of topics written by six industry experts. 

My question above however goes right back to basics…

13 things to consider when implementing a CRM plan

A CRM (customer relationship management) is the name for any system or model used to manage a company’s interactions with its current or future clients or customers.

It can be used to organise, automate and synchronise all of the customer facing areas within your company: from marketing to sales to customer service to technical support.

CRM gives you the time to develop other areas of your business, whilst giving you the reassurance that you’re not letting your existing clients down or responding to new enquiries in an efficient manner.

CRM implementation tips from the experts: part two

Earlier this week I published the first of two posts in which several CRM experts shared the fruits of their knowledge.

It addressed CRM processes, selecting data channels and what businesses should be aiming to achieve.

In this second post, the experts impart their knowledge on how to choose the correct CRM software and potential barriers to implementation, as well as sharing the most valuable lesson they’ve learned during their careers.

For more information on this topic download Econsultancy’s best practice report investigating CRM in the Social Age.

CRM implementation tips from the experts: part one

CRM (customer relationship management) is a strategy that enables companies to manage their interactions with customers or clients on a one-to-one basis.

Marketing messages can be personalised and automated based on user data, resulting in improved customer satisfaction, sales and retention.

An effective CRM strategy relies on clean data and synchronised digital channels, which isn’t an easy task due to legacy systems and contracts with different vendors.

So to give some insight into how businesses should approach CRM implementation, I asked three experts for their words of wisdom.

This is the first of two posts on this topic, but for more information download Econsultancy’s best practice report investigating CRM in the Social Age

What is CRM and why do you need it?

I’ve been making a point in my journey as a writer for Econsultancy to investigate the many and varied terms in digital that I don’t understand.

As I am a relative newcomer to the digital marketing world, there are many. This is like a trial-by-fire. 

In my first few weeks, terms like CRM, CRO, iBeacons, retargeting and PPC all felt like an alien language. 

Thanks to these above investigations, I feel much more knowledgeable on each subject and can generally hold conversations on them for at least two or three minutes.

So that’s that then. My work here is done. Might as well chip off early and grab a sandwich. What’s that? I haven’t covered CRM yet?


How to use Facebook Message to drive fan engagement

Facebook has made it even easier for fans to interact with brands – at least the brands that are willing, staffed to handle the increased engagement, and of course have the feature enabled and turned on.

Message, a feature that was introduced to the world immediately following fMC in NYC on February 29th, provides a way for brands to engage in one-to-one conversation with the consumer.

The brand is able to surrender the megaphone and in turn, receives the consumer’s attention and honesty with trust being the desired outcome.