Blog: CRM

Showing blogs: 1–6 of 6

Engagement [en-geyj-muhnt]

Aug 5 2011

Everyone's talking about customer engagement.  And for good reason.  The notion goes beyond the last decade of CRM-focused tactics and demands that marketers not only engage their customers, but understand how to measure that engagement.  And, translate it into real value.  Customer engagement is only one variable that contributes to the overall value equation, but it is without a doubt, the most vital attribute from which marketers can build on existing value.  

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ESPN: Maximizing Audience Data to Drive Revenue Growth

Mar 17 2011

WeESPN have partnered with ESPN for over four years to build a Fan Relationship Marketing (FRM) capability and culture within the organization.  What does this mean to them?  It means maximizing audience data to drive revenue growth for the benefit of marketing, ad sales, and editorial.  That's a tidy little sentence with a tremendous amount of team effort behind it.  But it is achievable, with the right plan, focus and discipline. 

Let's start with key drivers of value and Forrester's recent case study on our joint efforts. Then, in a series to follow I will cover the "what" and "how" of getting started.

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Quaero Featured in Recent Internet.com Article on CRM Systems

Feb 17 2011

"Customer relationship management (CRM) vendors often claim that their software can do practically anything, from revealing which leads work (and which don't) to who your best customers are to which products are the most or least profitable. But what do business owners have to say?

To find out if CRM systems really deliver on what they promise, eCRM Guide spoke with dozens of business owners and managers.

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CRM Meets NPO, a love story

Jan 19 2010

What if not-for-profit organizations (NPO) thought more strategically and mirrored their marketing efforts to those of most for-profits in terms of customer relationship management?

Donors and volunteers are the lifeline of all nonprofit organizations. Yet few NPOs maintain a reliable database to extract such valuable information as age, gender, marital status, demographics, participation activity, etc. Information collected and stored by nonprofits most often pertains to fundraising events (eg. donations generated) and not the participants themselves.  Any information relating back to volunteers and donors are often limited and cannot be analyzed over a historic period because most not-for-profits haven't properly 'married' such data with the proper CRM tools (See 'Selecting Your Marketing Automation').  Although it would make this a different kind of love story, the same is true for NGOs. But for the sake of all that is wholesome, we will not digress.

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Trigger Happy

Aug 12 2009

I was surfing the web the other day looking for some deals and entered into a sweepstakes, just for kicks. In the process, I inadvertently signed up for some educational deals and also provided them with my number (read the fine print, boy) . Within ten minutes (if that) of clicking the submit button, I received a call from a call center asking if I wanted any brochures or advice regarding higher education. I was amazed at the quick turnaround time from entering the information on the website, updating the database to triggering an event at the call center.

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Align Customer Strategy and Experience for Maximum Impact

Jan 22 2009

Many organizations have begun to look at their customer experience with an eye toward increasing the efficiency of their marketing, sales and service efforts while minimizing costs. This can be very effective.

However, organizations that want to maximize their customer experience management activities need to look beyond a “one size fits all” mentality when it comes to the customer experience and incorporate customer intelligence and strategy into the delivery of the customer experience.

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