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Senior Leaders: Improve Departmental Performance with CRM

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The drivers of CRM adoption vary by department – here are some tips for each team leader.

You may be convinced of the case for CRM. But what about the people who work for you?

9 out of 10 companies of over ten people use CRM.

If you lead a team or department, you know it’s the people on those teams who’ll determine whether a CRM effort succeeds or stagnates. But too often, CRM is positioned as a mandatory take-it-or-leave-it to employees… without articulating how it can deliver better outcomes for their working lives.

Here’s how Directors and other C-level people like you can make sure your people know the size of the prize.

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The Evolution of CRM to sCRM

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An infographic charting CRM’s evolution towards sCRM with social media.

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Why CIO-CMO Alignment Is The Key To Contented Customers

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Discover how breaking down Marketing and IT silos can lead to high levels of customer satisfaction and improved data-driven Customer Relationship Management (CRM).

Today’s marketing is data-driven. Marketing and IT therefore need to remove any departmental silos that exist between them and put aside any arguments about who owns what. Their joint endeavour now has to be about delivering on the data-driven marketing, IT and business goals of their organisations.

Data-driven marketing campaigns become more successful when CIOs, CMOs and their associated departments collaboratively work well together. Data is the fuel of any organisation – large and small – as it can inform a Customer Relationship Management (CRM) system and its users about customer preferences. The insight gained from it enables Sales and Customer Service Representatives to up-sell, cross sell or simply to help customers to solve their queries.

In other words if you put fuel into a car you can drive forward. Both engine and fuel need to work together in order to go anywhere. This principle applies whenever a company wants to use data to increase customer satisfaction levels, or if it wants to sell more products and services to either existing or new customers. Conversely if CMOs and CIOs (the engine) aren’t present the business (the car) just won’t move forward.

Nicole Laskowski, Senior News Writer for Techtarget’s Search CIO writes in her article, ‘Strong CIO/CMO alliance paves the way for [a] data-driven marketing strategy’: “IT and Marketing executives illuminate the need for building a strong CIO/CMO alliance…” Her article supports the view that CIOs and CMOs need to connect more than they have done in the past, and it offers some suggestions about how collaboration can work effectively.

In essence, collaboration is about winning in today’s digital and increasingly mobile age. It has changed the role of the CIO, for example. The role of CIOs today has become more strategic, and they can help organisations to increase their sales by developing new mobile applications, for example, that deliver a new opportunity to capture and analyse customers’ buying and browsing habits. Mobile applications can be designed by CIOs team with the help of captured marketing data in order to develop new revenue streams and to improve customer experience.

The bridge between the CIO and CMO divide then has to kick in because mobile applications, for example, won’t always sell themselves. Marketing has to promote them to raise customer awareness of the issues they can solve or about the new services they offer. By doing so it will drive customers down the right sales funnel. Marketing and IT are still integral to the completion of this customer journey because CMOs need to work with CIOs to either develop new products and services, or to develop improvements to existing ones by using customer insight from their organisation’s CRM system’s data.

In summary effective data-driven marketing and CRM is about mapping the customer journey through the sales funnel, and CMOs need to work with their CIOs counterparts to ensure that the CRM system and other related solutions are designed in such a way that encourages the breaking down of departmental silos, while allowing each other to share data and customer or even technical insights. As a result of achieving this goal your organisation will improve its customer satisfaction levels leading to an increased ROI per customer and sales volumes.

Remember now is time for collaboration not disconnection.

Takeaways

  • Identify CMOs as chief experience officers (CXOs).
  • Accept IT as a strategic partner with Marketing, not just as a platform provider.
  • Agree on key business levers for Marketing and IT alignment, such as access to customer data vs. privacy and security.
  • Change the skills mix to ensure that both functions are more marketing and tech-savvy.
  • Develop trust through collaboration.

Find out how you can take advantage of the benefits of improved CIO and CMO collaboration to drive your data-driven marketing campaigns and sales: Download our eGuide ‘The Ultimate Guide to: Creating customer centricity with CRM’

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5 High-ROI Marketing Tools That Rescue the Customer Journey

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Only 2% of customers buy on their first visit – these marketing tools will get them to complete the customer journey.

Let’s be honest. It’s very rare that you visit a website and want to buy something straight away. A customer journey just doesn’t happen that quickly.

Most of us simply want to browse. Only 2% of people who visit an online shop make a purchase on their first visit. That’s even lower for considered, high value purchases or B2B services.

The problem that we face as marketers is losing these visitors, and having dead customer journeys. Our challenge is to get details from our website visitors, so that we can retarget them, nurture them and make those sales. Thankfully there are a few tools that we can use to bridge that gap so we can reach our targets.

1. Email collection pop-up

Business and internet marketing blogger Matthew Woodward found that his conversion rate of collecting emails increased 44% with these types of pop-ups. Padiact is a particularly useful tool as it feeds into all the major ESPs. It means you can capture details to target potential customers with a nurture campaign and your newsletters, encouraging their customer journey to last longer.

2. Live chat (excellent in high value sales)

The thing with high-value, complex sales is that customers often have several pain-points and lots of questions. If you offer a chance for people to ask questions, and get them answered almost instantly, you can win their loyalty and details. Live chat is perfect for picking up customers directly from your site, who may have disappeared forever because that page didn’t answer their questions. Live chat solutions can help you to retain your customers and help them along their customer journey.

3. Cut downtime and slow-loading websites

Slow-loading websites cost online retailers £1.73 billion per year. 38% of UK shoppers said that they abandon websites or apps that take more than 10 seconds to load. That’s even higher on mobile devices where 74% of customers said they abandon sites that take more than five seconds to load.

To stop needlessly losing customers, it’s important to ensure your website is always spic, span and speedy! MonitorHub notifies admins if the site becomes slow. This means that your technicians can fix any slow-hosting problems and cut website abandonment. You can also change your website’s design to speed up loading.

4. Exit-intent offers

Many customers abandon purchases before leaving a site. If you can capture their details, and make them a special offer before they leave – then you have a better chance of them becoming a customer. That’s the aim of Picreel, a tool that monitors mouse movements to look for signs that a visitor is about to close a window. Then when a customer is about to leave, they suddenly have the option to leave their email address and get a discount. This is perfect for e-commerce sites.

5. Remarketing

Some find it creepy, some find it powerful, But there’s no denying that retargeted ads are effective. Retargeting boosts ad response rates by 400% and improved conversion rates for Kimberly-Clark by over 50%.

For e-commerce companies, Adroll is one of the leaders in the space. For B2B businesses, Resonance lets you retarget customers with a content funnel.
You’re always going to lose some website visitors along the way. But if you can use these tools to engage them and extend their customer journey, you can reap the rewards.

Now you’ve got customers, you need to  make the most of those relationships! Download your free eGuide: The ultimate guide to: upselling and cross selling to maximise your returns.

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