Posts Tagged ‘ 360 degree customer view ’

Predicting the next step in Customer Management

So what happens once all the companies where customers matter have implemented their state of the art CRM platforms? All interfaced, 360 degree customer view, complete control over structured, transparent customer data.... what a beautiful position to be in. What's next? Where lies the the next challenge then? Of course, companies will still have to innovate in terms of products and remaining competitive. But the next real challenge lies in reverse customer management. It's enabling the customer to manage the relationship with its supplier. Self service is part of that - often that afterthought in projects, almost a necessary evil from a company's perspective: 'Oh yes, we have to enable the customer to do this and that himself too'... Reverse Customer Management goes further than that. In years to come, customers will want complete control over their suppliers, preferably in one interface, in their own CRM system. Whereas companies create 'customer accounts', customers will want to create 'supplier' accounts and keep control over their supplier relations. The customer will manage the relationship. Combine this with Gardner's predictions about the future power of social networks in evaluating products, services, organisations and the power balance will experience a major shift from push to pull. We are really just at the start of the customer revolution. [ READ MORE ]

Teleportation of customer data for CRM

CRM is all about matching what is in the head of your customer in your CRM architecture. You need to be able to get to the right customer data when you need it. This could be information regarding quotations, orders, complaints. service outages, moves, contact persons just to name a few. Phew.... I was joking the other day with a friend of mine how great it would be if you could just teleport the information in your customer's head into your own CRM databases. All information about ongoing orders, quotations, previous conversations, the customer's likes and dislikes, his perception of sales conversations, the way he felt when your order was delivered. Just like that. Teleportation of customer data. Break it down on one end, build it back up in the other. Now we all know this is not possible. But it's a good end-point vision. After all, if we had all customer data available at our fingertips, an intelligent conversation with the customer would be relatively easy. There would be opportunity for upsell of other products, there would be opportunity to anticipate the customer's wishes and surprise instead of disappoint. [ READ MORE ]

Let the facts rule and start ‘Relationskipping’.

The customer is calling the shots. And unless your customer has too much time and/or money, time will be better spent updating on market movements to achieve the ultimate commercial deal. Creating exactly that, the ‘’ultimate commercial deal’ is what businesses should be spending time on instead. Continue to deliver this to your customer , ahead of the competition, combined with a complete 360 degree overview of your customer’s interactions and ongoing business, and you can let the facts speak for themselves so that you can skip investing in the relationship. In such reassuring conditions, you will be able to ’relationskip’. [ READ MORE ]

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