Effective marketing is understanding your customer intimately. One of Australia's leading CRM companies, Innovent has recently developed a new marketing campaign that is essentially "human".
Talking directly to the customer in a one-to-one basis is something that Innovent CRM has built its business on. No piece of technology alone can connect you to your client. You need a myriad of different things, but the most important element is "human" and that's you. Building a relationship, remembering to call back when you say you will and being available to discuss any questions a prospect may have is imperative to being successful.
Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 1000 companies across technology, medical services, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 30 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. She is the founder of AI software company, Robotic Marketer, which automates the development and management of marketing strategies. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. She is also the co-editor of Contact Centre Magazine, Minimalistic Magazine (building products and architectural design), and Human Magazine (wellness). #mellissahsmith #marketingeye #roboticmarketer
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comments ( 2 )
Laure
01 Jun 2015
Earlier this week, it was one of my friends' birthday. We decided to celebrate the event at one of the Starbucks Coffees in Singapore. We are both regular customers -her more than me- but the decision was primarily made because she had received an email from the company offering her a free drink for her birthday.
The email was CRM in all its splendor. It was designed in a way whereby Starbucks was using the event to its own advantage. Contact details of the 'gold' customer (her in this case) were being confirmed/ updated, social media were involved and Starbucks benefited of free advertising as my friend could (and did) share the email on social platforms. The birthday had become integrated with the Starbucks experience.
Does Starbucks Coffee CRM need a more 'human touch'? Does my friend would have preferred to receive a call instead of an automatically sent email? The answer is probably not.
This is why I think that a more 'human' CRM is not always necessary. Perhaps it should be reserved to the complaint and follow up customer service sectors of a company. Customers tend to favor a company for its capacity to solve problems rather than its offers. As such, human interaction (more expensive than an automatic reply) should focus on these areas of the business where customers find themselves unsatisfied while other part of the CRM like illustrated above could remain less 'human' and more 'automatic'.
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Laure
01 Jun 2015Earlier this week, it was one of my friends' birthday. We decided to celebrate the event at one of the Starbucks Coffees in Singapore. We are both regular customers -her more than me- but the decision was primarily made because she had received an email from the company offering her a free drink for her birthday.
ReplyThe email was CRM in all its splendor. It was designed in a way whereby Starbucks was using the event to its own advantage. Contact details of the 'gold' customer (her in this case) were being confirmed/ updated, social media were involved and Starbucks benefited of free advertising as my friend could (and did) share the email on social platforms. The birthday had become integrated with the Starbucks experience.
Does Starbucks Coffee CRM need a more 'human touch'? Does my friend would have preferred to receive a call instead of an automatically sent email? The answer is probably not.
This is why I think that a more 'human' CRM is not always necessary. Perhaps it should be reserved to the complaint and follow up customer service sectors of a company. Customers tend to favor a company for its capacity to solve problems rather than its offers. As such, human interaction (more expensive than an automatic reply) should focus on these areas of the business where customers find themselves unsatisfied while other part of the CRM like illustrated above could remain less 'human' and more 'automatic'.
Any thoughts? :)
ramet
11 May 2015Adding a personal touch should make the process more effective i think.
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