Internet giant, Yahoo, apparently takes a long time to reply to a customer’s request for email account assistance if at all. Huh? Yep. That’s the gig it and all the other major free email services appear to operate.
Each free email service operator takes customer registration data (and subsequent platform, application, and approximate location details each time the account is accessed), yet allegedly fails to help and offer help fast if for example a customer is locked out of the service. Should a customer have any queries, require general support or even want to delete their account then it appears that there’s no one to get hold of quickly during these sort of tough times – neither to help nor to dissuade.
There certainly appears to be no CRM strategy at play.
Or rather, customers are seen as so willing to give their information that there is no reciprocity engineered to make it a two-way relationship-building exercise.
In fact customers are seen as ‘users’, and as ‘users’ benefitting from a ‘free service’ apparently it follows that there is no user IT support.
Repeat: there’s no such concept as the Customer.
There’s the argument that customers are only customers once they start to pay for a service or product, even if it is essential consumer IT.
However, by the act of those customers who simply hand over quality data in good faith (because 99 percent don’t read that fine contractual T&Cs agreement), that in itself should be enough for a marketing team to have plenty of data, segmentation models and refined analytics processes to conduct targeted and effective active customer relationship campaigns. The prospecting and profitability ball has already been set to roll as soon as the data has been cleansed, metricized and fed into high-grade scalable CRM.
It’s nowadays a point of pride for an organisation when the CRM system put in place powers through the process of near intuitive customer adoption, insight, targeting, conversation, conversion and referral.
The possibilities around what Gartner refers to as the ‘Nexus of Forces’ – social, mobile, cloud and information – means today’s CRM campaigns agent or manager can now speedily track and respond to customers real-time, in addition to providing quality support and expertise. This is effective whether they are out on the road, at home, or in the office.
The goal of CRM is not process for process’ sake. The aim is to go beyond what the customer expects and anticipates.
Nowadays, it’s about building a customer ‘experience’ relationship which is intrinsically about nurture, and developing a shared history based on a qualitative as well as a quantitative value.
How responsible a firm’s attitude is towards making CRM really and truly about the ‘customer’ (not the ‘user’) serves as a cogent indicator as to just how seriously it wishes to be perceived and desired as a trusted enabler, rather than as a sluggish and distant marketing outfit.