Inspired by a blog post by Dr. Harish Kotadia I started to rethink about what the real key success factors for a social CRM strategy are. Harish used Walmart as an example, based upon their introduction of the “local” Walmart on Facebook. Walmart, being a retailer with more than 3,500 stores is surely a company for which the concept of (physical) proximity is important.
We recently read Peter Shankman’s raving experience report about Morton’s Steak Houses where essentially the management of the restaurant chain went out of their way to provide a loyal, valuable (and influential on the web) customer with a surprise meal after he jokingly tweeted that he is hungry and would really enjoy a porterhouse steak on the airport. Morton’s made this happen and excited a customer who created a buzz on the web in terms of tweets and re-tweets, an intensely discussed blog post, numerous mentions in other blogs (including this one here).
I have spent the last week talking about CRM and SCRM to three retail companies. They cover different, although overlapping ranges and are of very different organizational maturity states. They are also on different positions on both, the CRM and SCRM scales. What they have in common are a desire to have a 360 degree on their customers and the opinion that it is important to excel on the service side. They also are looking for or running tier one enterprise systems with Oracle/Siebel and SAP. None of the three companies is looking at their main software vendors when it comes to “social software”.
A few days ago @MarkTamis called me with a question: “Where do you think CRM heads to in future?” Uhhm, not that simple a question. It really forced me to think as all those thoughts, observations and discussions of the needed to be brought into a better structure.
Some days ago Bob Thompson interviewed Graham Hill about his take on Social CRM. The interview covered a lot of topics, most notably the future of Social CRM about which Graham has a particular view and led Bob to ask the question whether it is necessary to have a CRM system to have Social CRM.
Some time ago my wife Nicole posted a small series of blogs about the topic of Loyalty on ciber.com. In these readable blogs she identified and summarised three main strategies of acquiring loyal customers, which are
A while ago I blogged about threats and solutions in the retail industry that have their origin in rise of social media; with this post I would like to continue on this topic, focusing on possible solutions for retail companies.
Today I’d like to present some musings about the klout score. Now, mine is not particularly high – actually it is pretty low – as you can see below; but the curve is interesting, if set into a context.
Brick-and-mortar retail businesses face a combination of ever-increasing customer expectations, customers being “educated” to expect and receive promotions, and of course an ever increasing competition in the market place for their customers’ share of mind and share of wallet. On top of all this they need to realize that they do not control the communication to their customers anymore, let alone being capable of controlling the communication in between their customers. As many bloggers, including myself, and analysts already stated, the advent of extremely user friendly and ubiquitous mobile devices and web applications essentially decoupled retailers from communications between their customers and even led to their marketing messages becoming part of the “background noise” for lots of consumers – just something one filters out when it comes to getting serious information.