Archive for the ‘customer’ tag
Creating Better Harmony With Social CRM
Customers are having authentic and meaningful conversations with each other, in spite of the ambient noise and the ever increasing signal to noise ratio. Staff are having authentic and meaningful conversations with each other too via the intranet, instant messaging and post-it notes. Customers are staff and staff are customers. The wall that separated them is subverted by the click of the mouse.
Dr Pepper’s Facebook Fiasco May Have Negligible Impact
Lean Mean Fighting Machine, the UK agency that won Coca Cola’s Dr. Pepper account came up with a wildly risky Facebook campaign. And the executives at Dr. Pepper signed off on it.
Carrying on from a porn(ish) viral video, they created a new campaign using a Facebook app that takes over your status update (if you let it). There was a chance to win £1,000 if you let the app have it’s way and post what promised to be embarrassing status updates under your account. Here’s the story in better detail.
TweetIn Honor Of People
Social CRM is, in our opinion, underpinned by an attitude to business. An attitude that genuinely wants to provide customers with extraordinary experiences and actively seeks out ways of doing it consistently and in a scalable way.
Here’s our thought on Social CRM. We call it our one-page manifesto ver 0.1a
Read it here In Honor Of People
Nestle’s Facebook-YouTube-Greenpeace Fiasco – The Lesson for Business
‘…and we can get you on Facebook because social media is big right now!’
That’s some scary advise. But many organisations hear it all the time from their agencies when talking about marketing or website design. No strategy, no governance, just multiple channels where the staff can put out great information about the company and its products. Yippee!
Balderdash! I wouldn’t be surprised if that’s what happened at Nestlé, although I choose to believe they went about it a bit more deliberately (being a multi-national and all). The signs are there to show they have issues with their web governance structures. When their Facebook admin took on some fans in what became a very public and embarrassing spat, a very distressing sign became evident.
TweetTiger & Terry – The Lesson for Business
originally posted at muchiri.com
Is it the market’s business what you do after hours? Is it the customer’s business where you sourced your raw materials, whether the CEO is faithful to his wife or even the CMO’s stand on healthcare reform? Shouldn’t all that matters be the product or service the brand promotes consistently at the perfect price, place & packaging?
Divorce rates in the UK currently stand at about 11.5% per 1,000 married couples. In the US, the rate is at 3.5%. When you consider that marriage rates in the US are at about 7.1% per 1,000 this means half as many people are getting divorced as are getting married. Obviously the idea of failed marriages is not a foreign one. And then there’s the permissive nature of today’s urban society. So why the outrage at Tiger Woods and John Terry for infidelity? They are not even in the marriage business! They are sports personalities!
Apparently, the consumer’s business extends to what famous people do when they are not doing what they are famous for. On this side of the new normal customers aren’t choosing which brands to be loyal to solely based on the price or quality, it’s now about the other things the brand does when it’s not ‘at work’. It’s about all the other peripheral things that have nothing to do with how the product is produced.
What do you tweet about when you’re not tweeting about your product/service? What was your last ‘unrelated’ Facebook post? What have you done for your customers lately that had nothing (or little) to do with you?
Lesson for business? There’s no clocking out. You’re at work 24/7/365. You’re not helpful only when customer’s need more information about your product or following up on a proposal you sent. It’s now all about the customer and what they think is important. If your tweets, status updates, videos and photos are all about you then you’re just a self-obsessed brand people have little time for. Find out what your customers are passionate about and become passionate about them. Be helpful on the customer’s terms.
It’s how I think it is. What do you think?
