Grade your E-CRM Culture

-












Customer Culture
1-      Do all of your company staff understand your brand values and customer service goals?

2-     Do you write brand values and customer service goals into job specs?

3-     Do you reward staff based on achieving brand values and customer service goals?

4-     Do your executive directors meet customers regularly and is customer satisfaction discussed at board level?

5-     Do your managers present ‘ learnings ’ from the marketplace (particular customer learnings) annually?

6-     Are you riding the right trends?

7-     Does your web site facilitate different visitors who are at different stages, i.e. who want to (a) Learn More (b) Try a Sample/Trial (c) Buy Now.

8-     Does your web site facilitate different visitors that prefer information in different modes (a) PDF (b) Video (c) Link to More Pages (d) Telephone.

9-     Does your web site facilitate different buyers ’ preferred mode of buying including (a) Telephone (call back facility) (b) e-mail (c) Direct order.



Contact Strategy

10-  Do all incoming e-mails receive either a same day response or at least an autoresponse? Do you set expectations for response time and then deliver on them?

11-   Do you treat new subscribers to your e-newsletter differently? Do you use a welcome strategy?

12-  Do you practice ‘ Right Channelling ’ – upweighting e-mail communications for customers who prefer receiving e-mail web communications and who prefer web services?

13-  Do you have a refined e-contact strategy with defined touchpoints reflecting position in customer lifecycle, e.g. survey five days after first purchase, one year after subscribing, etc.

14-  Do you promote and assess advocacy (e.g. forward to a friend e-mails, members get member promotions).

15-  Do you acknowledge all customer complaints and have a process for following up?

16-  Do you acknowledge all customer suggestions and have a process for following up?



Satisfaction Improvement – analysis and testing

17-  Do you use usability testing on your web site? If a retailer, do you use online mystery shoppers? Have you surveyed customers experience on the web and e-mail programmes recently?

18-   Do you review customer profiles, motivations and buying process regularly?

19-  Do you analyze, and act on, reasons for customer defections (including identifying the customer signals indicating imminent defection)?

20- Has your customer satisfaction scoring criteria changed in the last three years?



Grade your E-CRM Culture:

Treat ‘ Don ’t Know ’ as a ‘ No ’ . Then count your ‘ Yes ’ s ’

0–13 you are not really building true CRM into your business.

14–17 you are becoming a CRM driven business with some room for improvement.

18–20 you are an excellent ‘ marketing driven business ’ .



References:



            eMarketing eXcellence 3rd 2008









Review abopress.blogspot.com on alexa.com

Comments

Post a Comment

Popular posts from this blog

Benefits of SMS Marketing for Small Business

-
Image
Tweet Benefits of SMS Marketing for Small Business Compared to other forms of advertising, SMS marketing provides the lowest cost and highest return rate that is crucial in today’s shrinking economy and budgets. Most have cut back on traditional marketing due to costs. But that just drives down your sales. SMS marketing scales with your campaign and sales growth making the ROI higher the larger you grow, not the other way around. SMS marketing is also permission based. The customer has given you permission to contact them through our SMS platform. Customers that opt-in to receive information are most likely to buy over someone who receives a direct mail piece, reads your ad in the newspaper or hears your ad on the radio. Other main advantages of SMS marketing over traditional advertising: Cost:   The larger your campaign gets, the lower the costs become on a per customer basis. Reach: Your customer’s always have their mobile phone with them. No matter where
Read more

SETUP AND CREATE YOUR BUSINESS MARKETING BLOG

-
Image
Tweet Web logs or ‘ blogs ’ are best known as an easy method of publishing personal web pages which are online journals or diaries. But the power of business blogs, which are created by people within an organization, is often underestimated. Business blogs can be created by individuals, but they are often best with features from different columnists on different types of topics. This way, different columnists can specialize on different features or viewpoints just as for a magazine. If you think this way, they are a means of making an e-newsletter more interactive and more topical. Blogging software is incredibly good value, with many free tools. The following options can be considered when setup your blog: 1-         Moderation : Either open or closed to comments, with or without a moderator. Star rating of posts is a good option. 2-        Frequency : Five to twenty posts per month would be typical for a company site unless posted in multiple categories for a new sit
Read more

De Kare-Silver’s electronic shopping test

-
Image
Tweet Consumer electronic shopping analysis using De Kare-Silver’ factors that should be considered in the electronic shopping test: 1- The Characteristics of the product. a. Does the product need to be physically tried? or b. Touched before it is bought? 2- The degree of confidence and Familiarity  To which degree the consumer recognizes and trusts the product or brand. 3- The attributes of the consumer:  - Technology accessibility  - Skills available   - Willingness to shop for a product in a traditional retail environment To measure the suitability of buying a product online ranked as below and given a score out of 50: Typical results from the evaluation, where products are scored out of 50 for suitability for electronic commerce, are: - Books (38/50)  - Travel (31/50) - Groceries (27/50) - Mortgages (15/50) The product achieved a score higher than 20 has good potential as per  De Kare-Silver, and he suggested also that the companies m
Read more