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Bettering the Customer Experience . . .
MobileAware Powers KLM's new Meet & Seat Service
MobileAware provides the technology behind airline KLM's new Meet & Seat service. The service enables passengers to easily see who else will be on board their flight by logging in with their Facebook or LinkedIn accounts, and then selecting their seats accordingly. Passengers must opt in for the service, and can adjust their privacy settings to reveal as much or as little information as they wish. Launched by KLM on February 3, Meet & Seat has become a popular option for air travelers. It is now available on 34 of KLM's intercontinental routes. . . . read more >>
Is your CRM Under-Performing
Recent research of 133 organisations by Forrester found that CRM strategy was lacking, with 27% of problems centred on difficulties with business process management. The concept of business process management (BPM) isn’t new, but its role and potential for supporting sales, marketing and service is now being realised. The drawbacks of conventional CRM The key flaw with traditional systems is that they were typically designed for managers not users. Those involved in customer experience can vary - from the salesperson through to the marketing and service department - but the main challenges they all face are fundamentally the same. . . . read more >>
The 5 Big Lies of Social Media ROI
The quest for return on investment is an old problem. John Wanamaker once famously complained, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Social media marketing was supposed to fix the ROI problem by making interactions with brands easy to track. In practice, it has just given companies more data than they know what to do with. Don’t blame social media for what are essentially business problems. The confusion over social media ROI happens when we design faulty campaigns, ask the wrong questions and obsess over meaningless data points. Social media can deliver business value, but you can’t create a social presence and then try to figure out its value after the fact. Here are five big misconceptions you need to do away with if you’re going to get to the heart of the matter. . . . read more >>
What CRM Means In a Social Age
Many marketers now have more fans and followers across social media than they do e-mail or direct subscribers. Brands are forced to adopt new customer relationship management (CRM) practices quickly as legacy technologies, previous partner relationships, and organizational structures are challenged in meeting the needs of today's social consumer. There is no question that consumer behavior has changed. But how can large enterprises shift to effectively connect with their consumers while leveraging the power that good CRM provides? While there is no silver bullet, practices and technologies are emerging that make the most of connecting with the social CRM channel. Understanding key themes and sifting through the noise is crucial to getting an organization set up. The war for dominance in this area will be brutal, with a landscape that is likely to see upsets while a handful of marketers build solid names for themselves. . . . read more >>
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