Last week I wrote a guest post for interactive CRM and conversion marketing specialist Selligent. In the post I looked at the impact of today’s real-time marketing and social businesses evolutions and the (resulting) role social or interactive CRM plays in a multi-channel ecosystem.
Most businesses today are talking about integration and a single cross-channel customer view from mainly a channel and communication perspective. The underlying evolution in the whole movement towards gaining this single view in a fragmented reality and towards a social CRM that goes in two directions and encompasses all touch points through the whole customer life cycle, is clearly that of the increasing need for a more personalized, personal and people-centric approach.
Buying journeys and conversion paths are not linear and traditional funnel models don’t fit the multi-channel reality. Revenue depends more than ever on customer experience, satisfaction, retention and loyalty in a world where word-of-mouth and peer recommendations rule and people increasingly control the information, buying and communication process.
It is not enough to be where our customers and prospects are in a social world. It’s key to know who they are. And exactly there lies the social or interactive CRM imperative where channels, customer intelligence, feedback, listening, contact moments, flows and interactions are connected and integrated.
You can read the full post here.
About J-P De Clerck
I always preferred Customer Managed Relationships rather than CRM, this way the customer is implicitly at the centre and it is they who make interaction imperative, on their terms.
Thanks Mike, nice way of putting it. I think it will be increasingly Customer Interaction Management as well. It’s all coming together and the multi-channel customer and interactor will indeed be the centre. At the same time input and output. Cheers.