Continual user experience optimisation: A guide to excellence
MORE BANG FOR YOUR VIRTUAL BUCK WITH CRM AND SOCIAL MEDIA
1. MORE BANG FOR YOUR VIRTUAL BUCK:
CRM AND USING SOCIAL MEDIA
Presented by
Vanessa Womack Easter, Consultant
for the SBDC – Longwood University, Petersburg, VA
Thursday, October 28, 2010
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UNDERSTANDING CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
CRM is about creating sustainable
connections between an organization and its
customers.
It evolved in the late 1990s as a way to
redefine customer and company relations,
mostly with the help of computerized
measurement tools.
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UNDERSTANDING CRM
CRM theory includes:
• Recording every customer and company interaction.
• Development of sophisticated database
measurement tools to demonstrate consumer
preferences.
• Collecting data for a blatant purpose: shrink cost and
increase employee productivity.
• A focus on servicing existing customers (retention)
rather than recruiting new ones.
• Reliance on highly skilled use of resources at
significant price.
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UNDERSTANDING CRM
• Businesses want things that they can
implement to come pre-packaged or in a way
that can be easily setup. CRM is not like that.
• CRM motivates customers to buy more
products and spend more money. It raises
customer satisfactions scores on surveys.
• CRM helps companies to understand which
customers to focus their efforts on, and which
efforts to put their money into.
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CUSTOMER LOYALTY
Think of the name of a loyalty program.
How many different elements had to go into
developing that program?
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CUSTOMER SCENARIO
Start by mapping some simple scenarios and
then ask for people’s input so that you are
sure to include everything.
How and where will you find your customers
in social media networking?