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Erin RobertsOnline Customer Relationship
ManagementCRM, CEM, and CCM in e-marketing
ABOUT ME
Business Marketing
May 2012
PERSONAL BRAND
Brand Mantra
Creative. Independent. Integrity.
Values Competencies
Style
KEY CORE VALUES
STYLE
Sincere
Positive Attitude
Compassionate
Loyal
DISTINCTIVE COMPETENCIES
Adaptable to change
Consistent work ethic
Taking direction
Following through on commitments
Attention to detail
MY BLOG
CRM BLOG POSTS
“Starting with the Homepage: Improve Customer Relationships”
“Trust and Transparency: The Foundation of CRM”
“CRM in Sports: How Joe Lacob is Dealing with Upset Fans”
“What to Know About Social CRM”
THREE PILLARS OF RELATIONSHIP MARKETING
Info
rmat
ion
Expe
rienc
e
Colla
bora
tion
CRM CEM CCMSource: Model created based on E-Marketing, Strauss and Frost
Customer Relationships
Products and Services
CRM
Customer Relationship Management
The process of targeting, acquiring, transacting, servicing, retaining, and building long-term relationships with customers.
CEM
Customer Experience Management
The discipline, methodology and/or process used to comprehensively manage a customer’s cross-channel exposure, interaction and transaction with a company, product, brand or service.
CCM
Customer Collaboration Management
A philosophy and a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.
*All definitions from E-Marketing, Strauss & Frost
WHAT I’VE LEARNED ABOUT CRM FROM BLOGGING
AN EFFECTIVE HOME PAGE CAN IMPROVE THE CUSTOMER EXPERIENCE
What does a home page need?
ELEMENTS A HOME PAGE NEEDS TO IMPROVE THE CUSTOMER EXPERIENCE
Graphic from Hubspot
TRUST AND TRANSPARENCY: THE FOUNDATION OF CRM
“30% of consumers said they
were concerned about the
amount of information available
about them on the Web”
Pew Internet & American Life Project, 2009
CRM PRACTICES TO GAIN THE TRUST OF CUSTOMERS…
Adopt and implement a
privacy policy that factors
in the goals of your individual Web Site as well
as consumer anxiety over
sharing personal information online.
Post notices and disclosure of collection and use practices regarding personally identifiable
information (data used to identify, contact, or locate a person) via a posted privacy statement.
Give users choice and
consent over how their
personal information is
used and shared.
Put data security and
quality and access
measures in place to
safeguard, update, and
correct personally
identifiable information.
Crm Practices from E-marketing, Strauss and Frost
MANAGING CONFLICT
Rule # 1
Always be the first to apologize
ALSO…
Never delete content posted by customers.
Give customers a platform to speak to managers.
WHAT TO KNOW ABOUT SOCIAL CRM
Source: Getsatisfaction.com
Source: Getsatisfaction.com
Source: Getsatisfaction.com
The End
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