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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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What is Customer Experience? [Infographic]

What is Customer Experience? [Infographic] | Beyond Marketing | Scoop.it

CEM or customer experience management is the line of business where we organize and manage the customer service actions and business operations to enhance the customer’s perception of their interaction with the organization.

This infographic by CustVox, now owned by SandSIV, reminds us of ”what is the customer experience?” and is a great starting place for organizations wanting to increase their focus on developing customer relationships and is also a great refresher for those with programs already in place to measure their actions and the results of their customer experience efforts.

Denis Failly's insight:

CEM goes beyond CRM that is too much company centric, think before in term of interaction and not transaction

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What Does the Commoditization of CRM Mean to your Business?

What Does the Commoditization of CRM Mean to your Business? | Beyond Marketing | Scoop.it

One of the very interesting things to watch over the past 10 years has been the complete disruption of elements within the CRM industry. The drive for efficiency has pushed CRM (and underlying technology) to the cloud; eliminating much of the competitive IT differential companies would build in-house just a few short years ago. The value chain within the supporting business partner channels has shifted as a result; even if many of these companies fail to see it. It may be too late for them.

Denis Failly's insight:

A law of diminishing returns fully hold in this area as elswhere

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4 Master Data Management Mistakes To Avoid

4 Master Data Management Mistakes To Avoid | Beyond Marketing | Scoop.it

"If ever there was an elephant in the room when it comes to CRM, it would be master data management (MDM).

If companies could avoid using MDM, they’d do so in a heartbeat. But as companies grow more proficient in their CRM usage, they need to tie more information together — customers, products, contacts, pricing. That means designating master data, and ensuring it’s of high enough quality to serve the needs of sales, service, marketing, as well as compliance and accounting.

Unfortunately, corporate data doesn’t naturally play well together. One customer may be present in five different systems. Three of those, however, may be derived from the first system, with one of them located in the cloud. Likewise, customer information may be stored in different ways. The finance system wants formal naming, akin to a Chamber of Commerce registry. The CRM system, meanwhile, caters to salespeople needing to trace contacts into specific business divisions, to prevent duplicate sales efforts."

Denis Failly's insight:

A plea for MDM

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Marketing and the CIO race to see who can waste more money on CRM initiatives.

Marketing and the CIO race to see who can waste more money on CRM initiatives. | Beyond Marketing | Scoop.it

Anyone whose job it is to improve the customer experience (unless you are a Chief Customer Officer reporting to the CEO with Board approval and support) has a tough mission. Almost an impossible one. You are playing the Role of Roscoe Arbuckle in the Keystone Cops, running about with seeming authority, sycophants in tow, but ultimately failing. The reasons are well known by consumers, but appreciated less by most corporate officers outside of a few visionary businesses. It was pretty straightforward to understand the customer when they walked into the store. It is crazily difficult to understand them when 90 percent of the time they are outside of your control when talking about your goods and services.

Denis Failly's insight:

'...leaders in Digital Marketing or Social Media or the office of the CIO  are still tasked with tactical goals that are inconsistent with an understanding of the overall customer experience"

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Traditionnal CRM vs Social CRM [infographic]

Traditionnal CRM vs Social CRM [infographic] | Beyond Marketing | Scoop.it
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The Rise of Vendor Relationship Management

Our world is being turned upside down by the Big Shift. Customer Relationship Management (CRM) emerged in part to cope with the growing power of customers, but Vendor Relationship Management (VRM) flips this equation and anticipates that customers will increasingly take the lead in managing their vendors.

 

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Create Your Social Intranet with Bitrix24

Create Your Social Intranet with Bitrix24 | Beyond Marketing | Scoop.it

Bitrix24 is a web-based service which provides small and medium-sized companies with a unique set of collaboration tools for managing projects, sharing documents and messaging.

 

Bitrix24 functions as a company internal social network and as a hub for all of the projects, tasks, contacts, files, and correspondence taking place within it.

 

Its key basic features include (free account):

Social networking and messaging Personal Profiles Task & Project management File sharing Integrated file storage from 5GB Shared calendars Photo gallery CRM

 

Paid accounts (starting at $99/mo) also include:

Extranet Time Management Meeting Planner and Reports Reports Custom Domain Name File Storage size (50 or 100Gb)

 

 

No installation is required.

Bitrix is also accessible via smartphone and mobile devices.

 

Free for small teams (up to 12 people).

 

 

Pricing: http://www.bitrix24.com/prices/

 

Key features: http://www.bitrix24.com/features/

 

Find out more: http://www.bitrix24.com/

 

 

*(This is a paid for, sponsored news story)


Via Robin Good
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k's curator insight, January 30, 2013 12:39 PM

5 Go d'espace offert pour cet outil de collaboration 

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What’s the True Size of the CRM Market?

What’s the True Size of the CRM Market? | Beyond Marketing | Scoop.it
How is the CRM market defined?How large is the CRM market?How big is the market?
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CRM Systems Don’t Capture Customer Experience: Just Ask Oracle

CRM Systems Don’t Capture Customer Experience: Just Ask Oracle | Beyond Marketing | Scoop.it


If CRM is your company’s “solution” for improving customer experience, you’re making a big (and shockingly common) mistake. Why? Because CRM systems look at the world from the inside-out, capturing the ways and places you touch and interact with your customers.  

insideout-outsideinWhat CRMs can’t do is help you understand what your customers think and feel when those interactions occur. And these feelings and emotions--that can only be captured by looking at your company from the outside-in--are at the heart of customer experience.

But that doesn’t mean CRM can’t help to improve experience. In fact, a recent article on Oracle’s customer experience management practices sheds light on its proper role in customer experience management. Here’s a hint: If a “Top 3” CRM vendor doesn’t have a CRM-centric view of customer experience, maybe you shouldn’t either.

Denis Failly's insight:

"CRM hasn’t improved customer experience much at all. Why? Despite having “relationship” in their name, CRM systems don’t actually track relationships or experiences. They track transactions and profile data as a proxy for deeper customer relationships and experiences."

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Leveraging Big Data for addressing CRM Challenges

No one doubts that we are in a data-driven economy but there’s plenty of confusion over which data turns to cash and which is nothing more than fool’s gold. Sure, there’s plenty of hype, particularly surrounding big data, but hype is often little more than penniless shine.

The confusion grows when big data is hitched to CRM. The questions furiously swirl as company after company struggles to make sense of big data, let alone harness it within CRM.

Denis Failly's insight:

"...one of the best ways to begin making big data useful is to stop thinking of it as big data.
It’s not the size of data that matters, it’s how we use it,
data is that it is contextual and not absolute..."

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Global CRM Buyers Begin to See the Limits of Cloud Hype

"It is early days, and for SaaS to live up to its promise in areas like complex consumer customer support centers, a lot of technology investment is going to have to happen that has not happened yet."

Denis Failly's insight:

It is early days, and for SaaS to live up to its promise in areas like complex consumer customer support centers, a lot of technology investment is going to have to happen that has not happened yet.

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7 métaphores autour du tunnel de conversion client

Denis Failly's insight:

Le tunnel de conversion marketing classiquement représenté sous forme d’entonnoir, est une représentation simple, compréhensible et qui s’inscrit dans un process séquencé de cycle d’achat (phase après phase) , programmatique et convergent (la sortie vers l’achat).


Les individus qui y transitent selon des scénarii pré-établis de nurturing et de (re)targeting de contenus, sont progressivement « rangés » (l’esprit de classification / segmentation) dans des cases (prospects, leads,…) en fonction de leur parcours progressif  de phase en phase.


D’une logique de pensée, voire d’un moyen mnémotechnique, nous sommes tombés dans le modèle utilisé à outrance sans le questionner comme si il était gravé dans le marbre.


L’expérience prospect/client, humaine avant tout pétrie de conviction, doute,  renoncement/abandon, simple curiosité, humeur changeante, zapping, hétérogéneïté et paradoxes des comportements, serendipité, irrationnalité…ne rentrent pas dans les fourches caudines d’un Tunnel de conversion :
Pour l’avoir pratiqué moi-même comme marketer je me suis rendu compte comme d’autres, que cette mécanique de l’entonnoir était trop bien huilée, trop simple même si on l’accepte comme une représentation, une convention, un modèle pour agir.


Ecoute, (dés)engagement, conversation,  partage, buzz négatif ou positif… sur les médias sociaux nous apportent chaque jour la preuve, que nos outils, notre pratiques, nos KPI …ne sont pas adaptés pour intégrer cette dynamique humaine, foisonnante et complexe. Il est clair que  le nouveau terrain de jeux des marketers  est le Web social, le Web « vivant » dont la matière première est l’humain avant que d’être le bit d’information.

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Le principe de segmentation marketing a-t-il encore un sens ?

Le principe de segmentation marketing a-t-il encore un sens ? | Beyond Marketing | Scoop.it

Un article que j'ai publié il ya quelques années sur Journaldunet mais qui à mon sens demeure d'actualité pour commencer à ré-interroger certaines de nos pratiques marketing et notamment à l'heure des 1000 promesses du marketing automation et du Big Data.

 

- Du macroscosme au "mésocosme" client

- Divisez sans relier n'est pas connaître

- Un marketing en recomposition

- L'assise scientifique d'une connaissance

- De la segmentation à la défragmentation

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Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM) | Beyond Marketing | Scoop.it
A comprehensive look into the capabilities of marketing automation systems, including a comparison to functionality in CRM alone.
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