Knowledge Base - Customer Relationship Management
So you want to have a customer-centric organisation. Yeah right.
Too many organisations are just paying lip service to the real meaning of 'customer-centric'. How do you stack up?
So you want to have a customer-centric organisation. Yeah right.
Marketing’s Golden Egg
Management gurus tell us that to foresee the future, you need to learn the lessons of the past and there are some very clear lessons in the success stories of NZ direct and interactive agencies.
Marketing’s Golden Egg
The Untapped Opportunity in Financial Services
This research report provides compelling evidence in the US financial services industry that creating, maintaining and enhancing customer relationships is a sound strategy to get, keep and grow customers. Building authentic relationships is shown to dramatically influence the propensity of a customer to recommend a financial services institution to family and friends, to remain loyal, and to buy more products and services.
The Untapped Opportunity in Financial Services
From Direct Marketing to Relationship Marketing
The time has long past since direct marketers needed to preach the value of marketing direct to individuals.
From Direct Marketing to Relationship Marketing
Why All Women Don't Buy Size 5 Shoes
If you think your target audience is every woman on the planet you've made a big mistake. Find how psychographics and demographics are vital in creating a perfect target audience.
Why All Women Don't Buy Size 5 Shoes
How to build a relationship with your customers
...organisations overlook an important insight – revenues and response to campaigns are correlated to the strength of the relationship a vendor has with their customer...
How to build a relationship with your customers
Marketing gets a Makeover
There's lots of talk from CEOs and others about the need to be a more customer-centric organization, but very few actually heed the call and make real change, particularly in the marketing area. A new report from Forrester Research offers some suggestions on what it takes to become a truly customer-centric marketing organization.
Marketing gets a Makeover
I'm Taking My Business Elsewhere
A new survey indicates that despite the steady growth of CRM, customer service is still a weak point that drives consumers to competitors; retail leads the poor-service pack.
I'm Taking My Business Elsewhere
How to Make the Community Your Marketing Partner
Today your customers are more empowered than ever - Cell phones, laptops, PCs, blogs, and social networking sites are all tools that consumers use to constantly communicate with each other
How to Make the Community Your Marketing Partner
Are the 1.5 million “Consumers who Care” the Next Big Wave?
1.5 million New Zealanders are part of a growing global trend that is seeing consumers taking an increasing interest in how companies are behaving socially, environmentally and culturally. As published in DLB May/June 2006
Are the 1.5 million “Consumers who Care” the Next Big Wave?
Starbucks, Mercedes, P&G Reveal Secret Sauce
Starbucks, Mercedes, P&G Reveal Secret Sauce
How Sales Teams Should Use CRM
Different positions within a sales force require different functions from an Sales Force Automation (SFA) system, and tailoring to fit those functions is a big part of successful SFA and CRM strategies.
How Sales Teams Should Use CRM
PlaceMakers Enterprise CRM – A Case Study
This case study is a great example of implementing an organisation-wide CRM system to build relationships with customers and ultimately improve bottom-line results
PlaceMakers Enterprise CRM – A Case Study
Remove the Barriers to Customer Participation
A key to active customer participation lies in removing the barriers that prevent customer participation, and one important method to do so is to break apart your company's infrastructure.
Remove the Barriers to Customer Participation
Your customers like you – too bad, you need them to love you!
There’s a whole new meaning to customer-centricity. No longer is it to be given just lip service in the corporate mission statement. If you want first-rate customer advocates and killer marketing returns, then you need to become truly customer-centric.
Your customers like you – too bad, you need them to love you!
CRM: Entering a Brave New World
Marketers face a new set of opportunities - and challenges - to tap into CRM's potential for their organizations. To take advantage of these opportunities and avoid the pitfalls, it is time to look at how customer relationship management has changed, via a paradigm shift.
CRM: Entering a Brave New World
The ‘Marshall’ Plan -- or, Customer Aftercare: How to Spend Less and Sell More
My wife likes to shop at the local Safeway. Is it because of the competitive prices? Yes, that's part of it. Is it because of the convenient location? Yes, that's part of it, too. She also likes the produce department. But the biggest reason she likes to shop at the local Safeway is "Marshall."
The ‘Marshall’ Plan -- or, Customer Aftercare: How to Spend Less and Sell More
CRM means change
Many marketers point at the high failure rate of CRM implementations, and blame different factors. Some may be quite valid but Michael Meltzer of AMT shows how companies can succeed with true employee buy-in...
CRM means change
Six Steps to a Measurable (and Strategic) Customer Program
Reference programs, and other customer-focused programs like them, are all the rage today.
Six Steps to a Measurable (and Strategic) Customer Program
How to promote your business with a book
One of the fastest ways a small business can build market credibility is by having a book in print
How to promote your business with a book
CRM – it works for small enterprises too!
With the integration of telephone and online systems and the database you can easily overcome having to make repetitive requests for customer information whether by phone, website or IVR.
CRM – it works for small enterprises too!
The Underrated Differentiators
Contact centers can help organizations create a significant competitive advantage. Here's how.
The Underrated Differentiators
Putting your customers’ world in the centre of your world
Have you been turned off CRM because of the hype around the technology?
Putting your customers’ world in the centre of your world
Sales Process Is the Essential Success Ingredient for CRM
If the customer's sales processes are not aligned with the assumptions built into their CRM system, then implementation of that system simply automates chaos.
Sales Process Is the Essential Success Ingredient for CRM
CRM for Marketers: Simple Processes with High Returns
It is tempting to over-complicate the process of listening to customers.
CRM for Marketers: Simple Processes with High Returns
Time to shift the focus to your customers - for real
Despite claims of customer-centricity, too few businesses truly operate with
customers in mind. The race is on to deliver real value...
Time to shift the focus to your customers - for real
Divided loyalties
Looking at CRM practitioners and direct marketers working side-by-side.
Divided loyalties
The Customer's Voice: A Powerful Boost for CRM Effectiveness
Neglecting the voice of the customer limits the effectiveness of programs designed to improve customer satisfaction.
The Customer's Voice: A Powerful Boost for CRM Effectiveness
Integrating Customer Knowledge Into Your Interactive Marketing (Part 2)
Consumers are increasingly demanding trust, respect, dignity and fairness from the companies and brands they deal with.
Integrating Customer Knowledge Into Your Interactive Marketing (Part 2)
Integrating Customer Knowledge into Your Interactive Marketing (Part 1)
Why do so many marketers continue to have such one-way relationships with their consumers and what's to be gained from generating a more circular relationship?
Integrating Customer Knowledge into Your Interactive Marketing (Part 1)
Leveraging predictive analytics in marketing campaigns
How well do you know your customers? How can you ensure long-term loyalty? How can you attract and retain new customers? Colin looks into these questions...
Leveraging predictive analytics in marketing campaigns
Tracking the Potential Profitability of B2C CRM Implementations
Will the company ever experience a positive Return on Investment with CRM, given the complexity and cost of implementation?
Tracking the Potential Profitability of B2C CRM Implementations
CRM Helps BTB Marketing Evolve to an Organizational Model
While much of the hype that brought b-to-b marketing its 15 minutes of fame has waned, the challenge of marketing effectively to business customers is real and best practices continue to evolve.
CRM Helps BTB Marketing Evolve to an Organizational Model
Ten Steps to a Better Customer Experience
These "10 Easy Fixes" contain some things that may be done in a week and some that take longer. But even the most complex often involve no more than a new perspective on things you already are (or should be) doing.
Ten Steps to a Better Customer Experience
The Need to Build Relationships in Today's Market
Building early relationships is the way to prevent yourself from falling into the transactional and commodity-provider trap. But building early relationships also forces you to focus your efforts and get back to basics!
The Need to Build Relationships in Today's Market
Why CRM is as dead as a dodo
There's a growing consensus that, in practice, CRM is now well and truly six foot under and decomposing fast!
Why CRM is as dead as a dodo
CRM Come Rescue Me?
What makes CRM work? Geoff Cooper provides four simple principles.
CRM Come Rescue Me?
Stripping Down CRM to Pint-Size Simplicity
Acceptance of CRM systems by the frontline in the field - the sales representatives - can prove to be a considerable challenge.
Stripping Down CRM to Pint-Size Simplicity
CRM Software Needs to Pay Attention to the Customer
To date, sales software has focused on the sales department. This approach is so obvious that it is gone unchallenged to date, yet for most businesses, it does little to increase sales revenue.
CRM Software Needs to Pay Attention to the Customer
Starting with Traditional Tools for Real-time Applications
Have you heard about: the real-time enterprise, the agile enterprise or the zero latency enterprise?
Starting with Traditional Tools for Real-time Applications
Why IT solutions will never solve marketing woes
Advice for anyone thinking about implementing a CRM programme.
Why IT solutions will never solve marketing woes
Study: Specific ROI Goals Are Crucial to CRM
Goal setting and it's importance in CRM programmes.
Study: Specific ROI Goals Are Crucial to CRM
Perfect CRM
Let David show you the most perfectly practiced CRM in business today...
Perfect CRM
Customer Solutions Management in CRM
It is beginning to appear that customer "solutions" are becoming as popular in B2B marketing as "systems" are in B2C.
Customer Solutions Management in CRM
The Relationship Value Proposition
What do your customers get out of a relationship with you?
The Relationship Value Proposition
The Essentials of CRM Architecture and Engineering
Make sure you get the plumbing and wiring right first.
The Essentials of CRM Architecture and Engineering
Why Breaking the Rules will be the Next Lesson of CRM
Books on marriage have surprisingly many lessons for CRMers.
Why Breaking the Rules will be the Next Lesson of CRM
The Trouble with Segmentation
Segmentation is supposed to be the cornerstone of CRM. The problem is...it doesn't go far enough.
The Trouble with Segmentation
Twelve Truths for Successful CRM
Successful CRM isn't built around technology. In fact technology's a long way down the list of considerations.
Twelve Truths for Successful CRM
The Five Waves of CRM
It's not too early to be thinking about how to get ready for the fifth wave-the point at which you begin to transform your business practices and processes to be more customer-centric.
The Five Waves of CRM
Know Your Customers - By Name
Marketing gurus have called it awareness, brand name recognition, and relationships marketing; the
essence is the same - people tend to buy from people they know and trust.
Know Your Customers - By Name
Collaboration: The Cure for What Ails CRM
Segmentation is supposed to be the cornerstone of CRM. The problem is... it doesn't go far enough.
Collaboration: The Cure for What Ails CRM
The Devil's Dictionary of Marketing, Redux Again
Jim makes additions to his first Dictionary of Marketing.
The Devil's Dictionary of Marketing, Redux Again
Customer Apartheid
If you can agree on these guiding principles, you won't fuss about CRM technology, or segmentation methods, or privacy anxiety. Instead you can shift attention to what really matters.
Customer Apartheid
If loyalty equals apathy, does relationship pricing equal ripping off the customer?
A controversial, thought-provoking article that starts and ends with a question.
If loyalty equals apathy, does relationship pricing equal ripping off the customer?
Simple CRM (Part 2)
Skip continues from Part 1 and looks at the plans, processes, procedures and people you need.
Simple CRM (Part 2)
Customer Relationship Management
Jim looks at the history of CRM, and shares his 11 commandments of 21st Century Marketing and CRM.
Customer Relationship Management
New Zealand CRM Benchmarking Survey 2001
This is a state of the nation report on "Who in NZ's business community is using CRM, who isn't and why."
New Zealand CRM Benchmarking Survey 2001
What Comes After CRM?
Customer-Led Business Transformation
Investing in a CRM strategy and system won't give you sustainable profitability. Instead, you need to redesign your company's business processes from your customers' point of view.
What Comes After CRM?
Customer-Led Business Transformation
Simple CRM (Part 1)
What is "Customer-Centered" marketing all about? Find out in this article.
Simple CRM (Part 1)
Customer Disservice
CRM rose to the top of corporate agendas and has come under fire - too much pain for too little gain, critics scoff. Is there anything you can do about it?
Customer Disservice
CRM imperative for CIOs
A 'customer centric' disorganisation is the norm rather than the exception where CRM initiatives are concerned. Stephen Teh expounds on how to avoid the pitfalls.
CRM imperative for CIOs
Why do your clients choose you?
Adrienne shares with you a few tips for client relationships.
Why do your clients choose you?
Customers are from Mars, Companies are from Venus
Is customer relationship management losing its way? Matt Moran from Irish Postal service, cuts through the CRM spin and explains that people, not product, determine whether your customers keep coming back.
Customers are from Mars, Companies are from Venus
One-to-One with Don Peppers
Don talks one-to-one with DLB.
One-to-One with Don Peppers
Jim Rosenfield's Devil's Dictionary of Marketing
The REAL A-Z of Marketing terms, as told by our Jim.
Jim Rosenfield's Devil's Dictionary of Marketing
From Brick to Click
How Eddie Bauer, US retail giant refined their multi-channel marketing model.
From Brick to Click
12 Guidelines for 21st Century Relationship Marketing
Guidelines for 're-inventing' your customer relationships.
12 Guidelines for 21st Century Relationship Marketing
Customer Relationship Management: The Next Generation of Database Marketing
Information is valuable - in fact, vital - in marketing, sales, service, organisational efficiency, and overall profitability.
Customer Relationship Management: The Next Generation of Database Marketing
CRM Think Tank (Part 1) - Buzzword or Big Picture?
DLB asked a group of senior direct marketers in Wellington to try to define what is meant by CRM, to debate how well it's being applied within New Zealand businesses, who or what's driving it's implementation, and what bearing new technology has on the speed of implementation.
CRM Think Tank (Part 1) - Buzzword or Big Picture?
CRM Census Executive Summary
This is an Executive Summary of research conducted by Peppers and Rogers Group, to assess industry beliefs and practices in the field of CRM among INSIDE 1to1 newsletter subscribers.
CRM Census Executive Summary
CRM? Where'd That 'C' Come From, Anyway?
Manage the relationship with your customers and you've not only cut the Gordian knot of marketing, you assure yourself of ongoing profits.
CRM? Where'd That 'C' Come From, Anyway?
How to measure and monitor your CRM
A look at valuing your most precious asset - your customers.
How to measure and monitor your CRM
Customer Relationship Management - a call centre strategy that works!
A look at the issues and essential strategies for CRM.
Customer Relationship Management - a call centre strategy that works!
CRM Think Tank (Part 2) - Marketing buzzword of company-wide concern?
The continuation of last issue's look at CRM.
CRM Think Tank (Part 2) - Marketing buzzword of company-wide concern?