| Experts Corner |  Communicating intelligently with existing customers is critical, and marketing spend is heavily weighted towards this pool. But businesses cannot afford to neglect prospecting activity. So, what techniques can businesses adopt to ensure that the search for new customers is both targeted and cost-efficient ?
David Jefferies, Marketing Director, Pitney Bowes
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| Books | Implementing CRM: From Technology to Knowledge
This book focuses on the actuality of implementing CRM. It is about the organization's ability to provide a seamless and personalized experience to each customer rather than a transactional or...
by David Finnegan, Leslie P. Willcocks
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| |  | | By Mike Emerson, CMO, Aprimo | |  | | | The late 1990s brought the advent of customer relationship management (CRM). CRM offered the promise of huge increases in loyalty and customer profitability based on the delivery of continuous value to customers. Like real-world relationships, these technology driven conversations were truly two-way dialogues, replacing the one-way messaging that was delivering diminished success.(read more) | | 29 April 2008 |
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| | | | By Yolanda Noble, CEO, dsicmm Ltd | |  | | | Today, communicating with customers via one channel alone is not satisfactory. Most consumers have access to multiple channels, and have very distinct views on which type of message they wish to receive across each. These preferences are often so strong that a customer will refuse to respond to even the most enticing and exciting offer, if it is delivered over the wrong medium.(read more) | | 14 April 2008 |
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| | | | By Kate Leggett, Director e-Service Product Strategy, KANA | |  | | | It is fair to say that customer service has changed since the web 1.0 days. Empowered customers of today want to make their own choices in the way that they interact with companies they do business with. This means that not only does the company need to provide the goods and services, but also the tools and culture to make the service experience one of paramount value to the customer and thus to the company in return.(read more) | | 02 April 2008 |
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| | | | By Mike Emerson, CMO, Aprimo | | | | | | Unless you work for YouTube or FaceBook, you probably look at Web 2.0 with some combination of excitement and terror. You’ve seen the success stories at companies such as Coke where a funny video about Coke and fizzy mints drove millions of dollars in sales with virtually no marketing investment. When it all comes together just right, it is truly magic.(read more) | | 29 February 2008 |
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