MediaPost Publications Printer Friendly                                                           Page 1 of 2<< Back to Me...
MediaPost Publications Printer Friendly                                                          Page 2 of 2Choosing the r...
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Mobile and crm today by shaun quigley

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Mobile and crm today by shaun quigley

  1. 1. MediaPost Publications Printer Friendly Page 1 of 2<< Back to MediaPostMobile And CRM TodayShaun Quigley, Mar 01, 2011 07:10 AMProbably faster than any other technology in the last decade, mobile is changing the game forbrands. In a flash, weve moved from a communication-response scenario to one in which we canhave interactions with people anytime, anywhere (except for us Neanderthal AT&T subscribers). Nolonger do we wait for customers to walk into a store or visit a site to connect with them. Its allright there, in their pocket, ready to go.Its more than a smartphone. Its a personal assistant. I get free chips and salsa at the pub just forchecking in through Foursquare, pay for my venti-skim-latte at Starbucks (only at Target) anddownload a coupon as Im walking through the parking lot. I can find the cheapest price usingRedLaser. I can get the real product scoop through Stickybits. And I can read hundreds of reviewson retailer sites to help me decide if your brand is right for me -- or if I should avoid you.Mobile has raised expectations for consumers, who now have 24/7 access to your brand and theentire category landscape. The greater the bandwidth, the higher the expectations consumers haveof our apps, our mobile sites, our emails and text alerts. All communications -- especially mobile --are becoming smarter and faster.Mobile has completely disrupted the conventional path-to-purchase and has caught most marketerswith their pants down. Thats not all. Whats most compelling about mobile are the astronomicalexpectations around anticipated usage.So can mobile supercharge your customer relationship management program?Yes. Maybe.In terms of CRM, the immediacy of mobile will transcend customer goodwill. Mobiles convergencewith social media lets consumers ask questions and voice complaints at the point of sale. Brandsshould be there, listening, ready to address the next customer crisis, answer the next question, oramplify the most authentically fabulous consumer experience. Plus, real-time decision assistancethrough mobile will make the purchase process easier for buyers.But it doesnt happen overnight.A fundamental shift must occur. CRM needs to move from the database marketers desk to theCMOs radar. It cant be a back-office function; it needs to be a front-office, customer-facingstrategy. And it needs to be social.New channels have emerged, but the basic principles of CRM dont change. When someone buyssomething (especially for the first time), he or she enters into an open-ended relationship with thatbrand. Brands must be ready to capture that customers experience and start to understand whatmakes them tick.http://www.mediapost.com/publications/?fa=Articles.printFriendly&art_aid=145787 3/7/2011
  2. 2. MediaPost Publications Printer Friendly Page 2 of 2Choosing the right mobile touchpoint is key. And that largely depends on who youre trying toengage. SMS, for instance, has the widest reach and loyalty apps can bring real value to thecustomer experience, but do they make sense for your product or service?Consider not only whether you have a plan in place to obtain mobile data, but also ask thesequestions when determining the right mobile touchpoint for your brand:  SMS: Do you have permission to engage with client/customers via SMS?  Apps: Would an app make it easier or more enjoyable to do business with your brand?  Foursquare: Are you in a retail or service industry where you engage with your customers in- person? On a daily basis?  Twitter: Does your business service customers by addressing their needs? Product concerns? Feedback?Overall, theres probably a place for mobile CRM in your marketing plan. But its not going tosupercharge anything unless youve got the basics in place. So start small, hire a trustworthypartner, test and scale.John Cilli contributed to this article.http://www.mediapost.com/publications/?fa=Articles.printFriendly&art_aid=145787 3/7/2011

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