by twieberneit | May 27, 2016 | Blog |
CRM Evolution 2016 – Conference at a Glance CRM Evolution 2016 revolved around two main topics customer experience, customer engagement digital transformation As part of these three main topics many speakers were about how to get there, which includes thinking and talking about machine learning, predictive analytics, and, of course, the Internet of Things. The CRM Evolution 2016 conference, organised by David Myron and chaired by CRM guru Paul Greenberg once more had an impressive lineup of speakers, starting with two highly impressive keynotes, held by Dennis Snow, formerly of Disney on Monday, and Brian Solis from Altimeter Group on Tuesday. As before it was co-located with SpeechTek and Customer Service experience, the latter chaired by Esteban Kolski. This combination guarantees a lot of high caliber attendance and a lot of networking opportunity, something that Paul Greenberg very strongly and actively supports. It is virtually impossible to not network … According to colleague Scott Rogers, although the conference appeared to be bigger than the years before it all seemed more intimate, but not crowded, which probably can get attributed to a good choice of venue. The event being vendor independent is only the icing on the cake. In my eyes this is the one CRM related conference that one must not miss. In contrast to last year I attended CRM Evolution only, which in retrospective was a mistake. But let’s have a look at the conference themes. There is no CRM without Customer Engagement and good Customer Experiences In the opening key note Dennis Snow told us about the Disney way of creating great customer experiences, which basically follows three...
by twieberneit | May 6, 2016 | Blog |
You have determined for your SME business that you want to improve your customers’ experience.But you do not know how to measure it. And you want tangible results fast. And you want to contain the risk. After all there is nothing more risky than a big venture that promises results only in the far away future… You have heard about this Internet of Things thing, beacons, customer journeys, sentiment analysis, and predictive, even intent driven analysis. But this all seems a bit big and daunting. You ask yourself: How to go ahead? And how do I measure success? Many companies, especially bigger ones, already have a voice of the customer (VoC) program, which is a good start. Not to be gotten wrong, there are all sorts of challenges with VoC programs. Getting insufficient replies, data that doesn’t really help, data that covers only one single channel, etc. etc. But then a VoC program is a very good start, if kept simple, and also consistently available across channels. It again is about thinking big while acting small. Key is to Ask the questions immediately in context with the activity you refer to, e.g. on exiting the store or the web site Keep the number of questions for your customers very low and to make answering them extremely easy. Correlate the customer replies with information that you get from your employees. Lastly: Act on the results. Nothing is worse than asking customers and employees for feedback and then doing nothing with it. Keeping the numbers very low while retaining the ability to get meaningful data is a stretch. There should not be more than 4, in...
