Zeus of Marketing

Posts filed under 'SCRM'

It’s the Customer, Stupid!!!* 2012 Predictions Part Deux

Do we really want to wear this t-shirt?

My apologies for the title. I do not want to insult anyone in particular,  but as I sat down to finalize part two of my 2012 “predictions” (Part I focused on Social Media Players), I couldn’t help but think back to the barrage of articles on Social Media “marketing” (the term has never been used so loosely before) focusing on unimpressive technology FEATURES (not even benefits) or on the need to waste time setting up pages in a new, user-participation lacking “social network,” so that you can help improve “THEIR” search market position. Where is the sound strategy in all these articles? Where is the consideration of the end Customer’s needs and preferences?. Like anything Kardashian, I wish I could blink them away. By the way, my Censors recommended “Silly” instead of Stupid – but seriously – would you have wanted to read it?

For 2012,  let’s start investing more in customer driven SUBSTANCE and VALUE ADD instead of HYPE – I have said it before and I will say it again: Let’s benefit from the opportunity this thing called the Internet gives us – the ability to have immediate feedback and direct communication with our Customers so that we can develop those 4P’s that will WOW your customer and the whole wide world.

Enough said: Let’s now focus on what I consider the top 3 Customer Insights that you should take into consideration when planning in 2012 and beyond.

1. Customers are Fed up.

Fed up is putting it mildly. The current feeling is that those that are supposed to lead and prevent crises are doing nothing for them so they will start taking matters into their own hands. The Occupy Wall Street Movement is nothing compared to what may be in store – I would call OWS an appetizer of what is yet to come if consumers continue to feel unheard and ignored. And it is human nature to maintain a very short fuse under this emotional state. Never before have empathy or putting ourselves in the shoes of our customers have been as important as now.

As reported by the NYT, the occupation may be over but the 99% versus 1% lives on, and there’s a lot of implied power in those numbers.

Do you rather be perceived in the “US camp” or the “THEM camp”?

2. Customers are Informed.
Not just about the news and the latest reality show gossip (unfortunately) but about data that will help them make real thrifty decisions from the cheapest toilet tissue within a 1 mile ratio (RedLaser for example) to where the latest “Louis Vutton” knock off can be found (I will not share the site as I do not condone piracy). It is no secret that under current conditions “the 99%” has become extremely thrifty and increasingly smart about finding deals and value.
3. Customers are Empowered.

You have any doubts? Here’s a couple of recent examples of how consumers have demonstrated that they have more power to rein in abuses than ever before:

Heard about Bank of America reversal to charge a $5 fee for debit card usage (which did not include any new service)? Many consumers moved their accounts elsewhere, others threatened to do so and thousands of others bombarded the bank with emails and online petitions, and they twitted and twitted and twitted to their hearts content.

How about Verizon? the nation’s largest provider of wireless service, dropping its plan to charge customers a “convenience fee” of $2 for the convenience of paying their bills by phone or online. A petition against the fees on Change.org accumulated more than 95,000 signatures in just 24 hours after their announcement.

How about Daimler AG? – in their presentation in the CES (Consumer Electronics Show) they used the picture of Che Guevara with a Mercedes logo in the beret during their presentation – within 48 hours, they were apologizing for this after an influential and well networked group found it in extreme bad taste to use the image of a mass murderer in promotional material and quickly mobilized all social networks (click here for details).

The question is not if this is going to happen again, it is how soon and how often.

Why Should I Care?

In the Pre-Internet, Networked Social Media days these occurrences/sentiments could have been dismissed, they could have been easily contained within a household (ever mailed a Free coupon to a complaining customer)?, a town, maybe even a city (It was so easy to merchandise a localized value promotion when there was only two, at most, three major retailers in a region).  Today, people realize there is power in numbers, and yes is true that misery loves company – and it has never been easier to find multiple “twin miserable souls”  and these souls will use the power of the network to make or break organizations, regardless of size (be it a corner deli, Brand, Company or even a Government).

What Should I do?

For starters try to internalize what these insights may mean for your business/organization. Confirm via listening/monitoring tools how customers feel about you and then, identify what changes you need to do in your organization to meet the needs of the new enlightened customer (think value and transparency for starters) and then and only then (because a hypocrite will be smelled a mile away) develop or adjust your Social Media engagement strategy.

One last piece of information to share – ignore it at your own peril:

A recent study by Conversocial (as reported by MediaPost) shows that more than 60% of complaints and questions about retailers posted online on social media are ignored, in part because of the sheer volume of content created on sites like Twitter and Facebook. Worse, 30% of the retail chains surveyed don’t respond to any questions or complaints posted on social media, effectively choosing to ignore issues mentioned in these forums. What’s more damaging, is that 88.3% of respondents said they’d be somewhat or far less likely to do business with a company that has visibly ignored other customers’ questions or complaints on social media.

Do you really want to ignore your customer? Only if you live in a self sustained Island populated by the 1%, but you know as well as I do that we are all in this together.

Please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view.  Feel free to reach me if you would like to review my thoughts in a more quantitative and practical manner.  You can contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn:http://www.linkedin.com/in/jrgrana.


* While I do not believe I am breaking any trademark or copyright laws (and I feel strongly about the title) I want to give credit to Ralph Crosby who owns the site http://www.its-the-customer-stupid.com/ and is the author of “It’s The Customer, Stupid! Lessons Learned in a Lifetime of Marketing,”  where he documents his education as a marketer and explains the critical nature of the customer-centric approach in today’s unique marketing environment. You can learn about his work and purchase his book by clicking here. I plan on reading it, seems very complementary to my plight.


4 comments January 12th, 2012

STOP!!! Social Media is NOT a Starting Point, Unless you are Using it to Listen and Monitor your Customers

Stop, Think, Plan then Execute

Everyday I open up my email and proceed to read between 75 and 100 posts, articles and blogs on Social Media. Most I dismiss right away as shameless self-promotion, some have great nuggets of marketing wisdom but their social-media-end-all spin obscure the otherwise brilliant insight, few truly focus on how social media can enhance your marketing objectives and those are the ones I usually forward, tweet, share, etc. Lately,  I have noticed an increased number of the latter and this is getting me excited. Could it be true that after all the hoopla and hype we are finally coming back to basics?

I would like to share with you two recent articles that serve to remind us that it all starts with a strong customer insight, a brilliant marketing idea and flawless planning and execution:

PepsiCo Argentina:  PepsiCo is combining product sampling with storytelling in Argentina in an unusual vending machine that appears to manufacture Lay’s potato chips before your eyes after a real potato, rather than coins, is dropped in a slot.  This campaign starts with a strong consumer insight (chips are artificial) and aims to dispel this misconception via strong visuals, innovative product sampling and high value trial. Expected results: Measurable , it can easily track sales increases in vending retail locations.  It also leads to a high potential for Social Media amplification as video can be shared via YouTube, Facebook, etc. – Brilliant!!!! While Pepsi faltered for over a year with things like Pepsi Refresh – this shows that they are now getting “the real thing”

Mattel HotWheels USA:  Mattel’s marketing strategy  was to “activate boys of all ages” by making Hot Wheels culturally relevant again, says Gretchen de Castellane, the company’s senior manager for community and user experience. On the 100th anniversary of the Indy 500, Mattel’s brand team sponsored a record-breaking stunt, catapulting a life-size “Hot Wheels” vehicle off a jump and sending it the length of a football field, partnered with ABC, who broadcast the stunt which in turn motivated viewers to share in Social Media. The stunt now has more than 6 million views on YouTube, and won Mattel 12,000 Facebook fans.

Net Takeaway

If you start from a Social Media end all perspective – chances are you will fail.  Having a Facebook page, tweeting 100 times a day or receiving a hundred likes per hour are definitely quantifiable but as a revenue generation metric they all fail miserably.  A thousand SEO experts and costly SEM software would never have helped Mattel create a viral Hot Wheels Video or PepsiCo think outside the box when it comes to product demonstration. What is the formula for success you ask?, as easy as 1,2,3:

  1. Focus on your customer needs
  2. Develop a marketing strategy that fulfills these needs
  3. Execute

Social Media should not be ignored, it  greatly enhances step #1 if you use it to listen to and monitor your customers sentiments towards you and your competitors. Social Media can also speed up step #3 when you  have a clear knowledge of where your customers congregate in the vast universe of the worldwide web.

Where we usually fail is in thinking that the priority is developing a Twitter or a Facebook , or God forbid a Google + , strategy as many “pundits” want you to believe. You should focus on your consumer/customer first, develop an overall strategy and at the end determine the best channels to “broadcast” your execution – it may start with a Point-of-Sale vending machine as in PepsiCo´s case, or a partnership with a broadcast network as in Mattel’s case. You will not know until you go through the steps.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn:http://www.linkedin.com/in/jrgrana



7 comments September 18th, 2011

Can Social Media Substitute Market Research?

95% Confidence Level?

Last week AdAge article on P&G wanting less methodology dogma and more projections seems to have re-stirred this controversy between classical market research companies and digital age enthusiasts (disclaimer; in case you haven’t noticed, I am in this camp). To tell you the truth the answer to this this question in the short term is a definite;  It depends!!!!

Conditions for a resounding yes:

If you value speed to market over analysis paralisys:  YES!!
If you have clear marketing objectives and a well oiled monitoring/analysis/engagement process: YES!!!
If you are in a finicky/latest trend industry (think fashion, toys, pet rocks) : YES!!!
If your primary target market is millennials : YES!!!

Conditions for a “resounding” no or  perhaps,  a “maybe:¨

If you are in a high involvement industry (think pharma, financial services) or B2B: NO!!!
If you are in a luxury category: Maybe!!!
If your strategy involves being a market follower rather than innovator: NO!!!, but then again you probably never did any kind of market research anyway.

The good news for all marketers (not classical market researchers) is that information mining technologies are advancing at a faster pace than Facebook subscribers in 2009. Meaning that,  in the not so distant future when these technologies are more strongly ingrained into existing Social Media monitoring and analysis tools,  no customer research will be able to match its statistical projectability (and in a worldwide basis).

The news for classic market researchers; ignore these trends at your own peril.

The truth is, certain activities will never be replaced. There is nothing like walking the aisles of your existing retail channels and observing your customer purchasing behavior (these can not be read about), or a one-on-one conversation to get AHA!! type of insights as mentioned in my previous blog, with an existing or potential customer. But these are not traditional market research methodologies, they are sound business practices for every person in your organization. Believe me, P&G will continue to send their brand assistants on store checks and executives at all levels will sit with Walmart and Carrefour executives face-to-face from now to eternity, but market research as we know it is changing for the better.

I know, I am pretty opinionated on this issue (the Capricorn in me)?  The truth is that my experience in technology over the past 10 years has shown how disruptive technology can be to complacent business models. Additionally, when Joan Lewis, global consumer and market knowledge officer of Procter & Gamble Co., with its $350 million in annual market-research outlays makes supporting statements, it makes it very difficult to convince me otherwise.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

Additional reading recommendation: I really enjoyed this blog by Mike Moran in Biznology: Will Social Media Listening Replace Market Research? It not only presents his views on the issue but also confirms my views on how social media benefits other areas such as customer service and product development.


2 comments April 14th, 2011

How to Succeed in Social Media by Really Trying

Always Repeat a Successful Formula

I wish I could quote the classic Broadway musical, turned movie, now turned musical again, but when it comes to a successful Social Media effort,  you really need to try and try again.  Once a successful formula is found, repeat and repeat again (it worked for The Producers , West Side Story and Hairspray, not too sure if Spiderman will  “turn off the dark”).  The good news in Social Media,  leaving Hollywood and Broadway behind, is that when you have the tools figured out – it should become second nature. And then, maybe, you could write the book on “How to Succeed in Social Media Without Really Trying,” turned webinar, turned conference…you know how it goes.

Lately, I have been sensing frustration regarding Social Media in marketing cycles. Particularly, in CMO articles and blogs written over the last few weeks. Without naming names, these marketers have been going about it all wrong. Their top five mistakes include (I have included hyperlinks from previous blogs that include steps to help remedy them):

1.    Failing to execute against an overall marketing objective.

2.    Using Social Media tools for one way communication only – failing to engage the customer in a relevant conversation.

3.    Focusing on “bling” instead of substance (even with 500+ million users, Facebook is still not the most effective medium).

4.    Failure to identify a long term strategy with the social initiative (how to leverage the customer contacts).

5.    Failing to execute against an overall marketing objective, oops did I say that already?  Trust me is the most important one!!!

They say that the best way to deliver a message over time is repetition. Remember our 3+-frequency rule in media planning? With that in mind I am including a hypothetical case study in chart form that “repeats” the importance of following a Social Media Strategy.

In this hypothetical case a CPG cleaning products company has a very specific business objective: New Product Development for their disinfectant line of products, and a very innovative strategy: Using Zeus of Marketing five steps to a successful Social Media strategy process to identify new product ideas. (Just kidding on the Zeus of Marketing steps, they are good but by no means patented or unique).

SCRM: Hypothetical Example


While work-in-progress (I am developing this chart for an up coming whitepaper),  I wanted to share with you some insights (no pun intended) that have been surfacing as I research the topic of Social Customer Relationship Management (SCRM).

1.    Rule number one in marketing: understand you customer.  Nothing delivers more understanding than insights – and as shown in this chart, the amount of insights is inversely proportional to the amount of information as it is processed through the five steps.

2.    Social Media value is created once you have a long-term process to capture (listen), monitor, analyze and engage.

3.    The process works for all, if not most, marketing elements, product development, customer service, crisis prevention, market testing, etc. and in real time, for the near-term and for the long term as well.

4.    Social Media engagement creates a long-term relationship with your customers – can you think of any other tool that could lead to such loyalty opportunities?

In this hypothetical example, the company not only manages to achieve its new product development objective, but also identified a list of influencers, as well as,  the right venues to introduce and educate customers about their new product, once launched. Imagine how you could leverage this process for your specific objective(s).  Another piece of good news is that I am not the only one looking at the Social Media opportunities by using SCRM,  I have visited a few companies that are taking the steps and delivering best-in-class services and solutions. Feel free to contact me if you want additional information or recommendations about thought leaders in this area.

Is there hope?

In the new world of Social Media even “Spidey” has a chance.Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana


1 comment March 24th, 2011

Pray for Japan: What Can Marketers Learn About Social Media in Times of Crisis?



Love and Prayers Going Your Way

In a week when Social Media followers and practitioners expected with great anticipation a barrage of forward thinking news from the South by Southwest Conference (SXSW), Mother Earth showed us who really sets the priorities. The earthquake, tsunami and most recently, potential of a nuclear meltdown have taken over the world’s attention, as it should.  No new widget, not even the invention of electricity should take precedent over human catastrophe and lost of life. Personally, my deepest sympathy and prayers go to all those affected by these events.

With that said, we should reflect on how our existing or planned Social Media strategies could help rather than hinder world events and crises. To do that, I have selected examples (I’m sure there are thousands of others) on who got it right and who missed it, ending up this post with a recommendation based on my previously recommended five interactive steps to developing a successful Social Media Strategy.

Who Gets It?:

Cameron Sinclair: From the stage at SXSW, Architecture for Humanity’s Cameron Sinclair announced a $75,000 commitment from donors to rebuilding from the Japanese earthquake, along with a personal pledge: If the donation link bit.ly/sxsw4JP is re-tweeted 100,000 times, he’ll donate 10% of his own salary. How’s that for a fast response and strengthening Architecture for Humanity positioning and awareness. (co-founder and ‘chief eternal optimist’ (CEO) for Architecture for Humanity, a charitable organization which seeks architectural solutions to humanitarian crisis and brings professional design services to communities in need).


Live Long and Prosper

Google: With little fanfare, the world’s leading information finder is doing what it does best: finding and sharing information. As an immediate response to Japan’s earthquake, the search engine created the 2011 Japanese Earthquake Crisis Response page. It isn’t filled with over-hyped media stories or breathless reporters, but instead an elegant, if not utilitarian, listing of information that people need. A simple interface is available for people to find relatives or report their current location. A listing of blackout schedules, shelter locations and transit information is also in an easy-to-find format. A clear win versus Yahoo and Bing.

Verizon Wireless and AT&T: Verizon Wireless has joined AT&T in offering free wireless calling and text messaging to Japan in the wake of the devastating earthquake and tsunami to hit that country last Friday. Verizon will provide free calling and texting through April 10, while AT&T separately said it would do so through March 31. All four of the nation’s largest carriers are also allowing customers to send $10 donations via free text messages to a variety of organizations, including the Red Cross and Salvation Army, aiding relief efforts. Verizon and AT&T phone partner Apple, has begun accepting Red Cross donations through iTunes in amounts of $5, $10, $25, $50, $100 and $200. It doesn’t matter who followed who, the important thing is that it helps and they will be remember by all those affected for the rest of their lives. Talk about loyalty and continuity incentives.

Who missed it?

Microsoft Bing: Immediate social outrage. Rather than donating $100K and tweeting about their good deed to encourage others to donate, the social media team decided to donate $1 for every retweet, up to $100K. Seven hours later the company apologized for its shortsighted decision. Since then, Microsoft basically admitted this with its subsequent pledge of $2 million in cash and software… no re-tweeting needed. Perception of Microsoft is further worsened by the fact that its competitor and market leader, Google, was so immediate, sincere and flawless.


Squeezed Too Hard?

Gilbert Gottfried: the comedian who supplies the voice for the squawking duck character in most Aflac commercials, started to post at least 10 jokes (in his usual not ready for primetime manner) to his personal Twitter feed (@RealGilbert) about the earthquake and tsunami in Japan — a market that accounts for 75 percent of Aflac’s revenue. Aflac responded well by immediately dismissing the comedian from its payroll – but more caution next time in selecting a persona to represent your brand, please.


Not all crises are of the magnitude that the world has experienced this week. Most are product or service centered, e.g., Toyota recall,  ¨Domino’s YouTube Kitchen Nightmare”,  etc., and we are mostly prepared to deal with these for the most part, albeit, I bet Social Media could help us improve it.  But for every company, particularly if words in your mission or positioning include “green”, environmentally conscious, local or global citizen, etc. you better get prepared to respond fast, deep and as sincerely as possible.

If you go back to my posts on the importance of monitoring  (So You Are Listening, Now What??? 
January 18, 2011) and the one on engagement (Past Dreams are Enabled by the Present to Ensure the Future”
February 7, 2011), steps two and four in my framework respectively, you’ll be reminded of the critical elements necessary to be ready when a crisis hits. In the ideal world you would have already integrated a Social Customer Relationship Management (SCRM) process where as part of your customer database you include your influential and loyal fans location and their areas of influence. With this information in hand you could instantly notify, incent and engage these selected customers to:

  • Provide feedback on the locality (neighborhood, state, region, country) immediate needs.
  • Request feedback/ideas on what can be done.
  • Recruit them as ambassadors to disseminate your response.

This information will allow you to quickly develop a program that is based on needs and built from the ground up, therefore reducing any self-serving outside perception.

Imagine the goodwill, peace of mind and last but not least, the number of blogs that will be written about you.  Seriously, it does start by sincerely acting on what you preach by being positioned as a citizen of this constantly shrinking world (International borders are disintegrating by the second).  Talk about truly humanizing your brand.

In case you haven’t done so yet, please:

Text 90999 to donate $10 to the Red Cross ($10 charge will appear in your provider’s monthly bill)

Google Crisis Response Center [http://www.google.com/crisisresponse/japanquake2011.html]

Facebook Disaster Relief Page [http://www.facebook.com/DisasterRelief]

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana



6 comments March 17th, 2011

Past Dreams are Enabled by the Present to Ensure the Future – Social Media Engagement

On the road to a better future

The Past

Twenty years ago there was plenty of marketing buzz around psycho-graphics and customer relationship management (CRM).  Customer Intimacy, 1to1 marketing, empty nesters vs. urban affluent, etc. were heated points of discussion. As time progressed, few companies were able to successfully execute any of these trends and interest diminished. While there were many reasons for this cooling in interest, I can think of three main ones:

  1. Vehicles: In the case of psycho-graphics, the only way to target at that point was mainly through snail mail campaigns using “sophisticated” zip code based data. Hardly an efficient awareness or continuity tactic. In the case of CRM, face to face or phone where the main vehicles, easier if you have 100 customers but difficult, if not impossible, if you have 1,000,000+. The advent of e-mail created a more efficient vehicle, but not mature enough at the time (not many spam guard products at the time)
  2. Cost: Besides the cost associated to the available vehicles there was also storage, software/application and labor. For perspective, over the last 30 years, the average cost per gigabyte (GB) has gone from way over $100,000 to just a few cents. Add to that, the space required for these storage units – size has decrease just as fast, if not faster.
  3. Scale:  Mostly due to the above stated reasons, these “trends” could only be afforded by the “big and mighty.”  Which due to complacency or silos created by shear size, were either happy with their market position already or their siloed structure made it impossible to implement – particularly CRM. A classic “catch 22” if I ever saw one.

In spite of these reasons, CRM has remained a viable topic due to its promise of achieving customer loyalty, thus a sustainable competitive advantage. Psycho-graphics, on the other hand, has pretty much dropped from the trending horizon until now, although it is mostly referred as behavioral targeting.

The Present

Social Media and more cost efficient technology, allows us to deliver an unprecedented customer experience by clearly identifying with them through their attitudes, behavior and life cycle stages in real time (no more need for awkward, and often generalizing zip code algorithms).

If you have read my previous blogs on Social Media strategy, you already understand how to identify your customers, understand their likes/dislikes and the places they “congregate” in order to reach them. With this information at your fingertips you can now consider the benefits and steps to what I call the ultimate benefit of Social Media:

Developing a sustainable customer engagement process or Social Customer Relationships Management (SCRM) allows us to expand the benefits of CRM and include behavioral information thus boosting by an n factor.

The Future

SCRM defined: the real-time art of listening to this constantly growing community, recording their interests, passions and preferences, and engaging with them on their terms. In this new paradigm, the consumer makes the rules, defines the channels and leads a collaborative discussion regarding the goods and services they desire.

WHAT? Giving up some control? Have a conversation? Show my customer that I am listening? YES, YES and YES. If you want a loyal customer relationship why should it be any different than any other human relationships?  The truth is that your customer is researching, reviewing and reporting on their experience with your company right now whether you are engaging or not – do you prefer to have some influence on this or be clueless about these conversations?

The good news is that Social Media delivers the perfect enabling platform to do this. It also levels the playing field, as scale is not as important as your ability to innovate as costs have continued to decrease. In the not-so distant future SCRM will change from nice to have to a must have to remain competitive and protect your customer/consumer base. Think of the benefits you will sow.

The Benefits

Top three benefits as I see them:

  1. Customer Value: Increased customer loyalty leads to longer customer life, lower cost of service, higher likelihood of referrals and the ability to up-sell and cross-sell across product lines and divisions as you become a trusted peer rather than a monolithic structure
  2. Direct and real time feedback: Opportunity to test and receive real time feedback on products as well as valuable input and ideas on new products
  3. Competitive Advantage: Increased customer loyalty also provides the best protection against competitive new offerings and/or claims.

As if this wasn’t enough, this level of engagement will allow you to truly measure quantifiably your results as you can follow your newly found friends through their purchase life-cycle.

The Execution

The good news is that many of the listening and monitoring companies I have previously referenced are currently offering or developing an engagement platform to their list of services and applications. So assuming you are not going at it alone – your research and selection for a listening, monitoring and analysis partner can be expanded to include engagement.

The not so good news is that even though the payout is large, it will require training amongst your organization on who and when to engage with your customers. Outsourcing your engagement is also possible. The critical point is that you ensure your selected outsourcing partner can represent you seamlessly and follows strict privacy protection rules.

At this point I invite you to download and read the this enlightening white paper http://tiny.cc/mw6ff, which covers additional benefits and implementation stages for using SCRM to build a competitive advantage. FYI, I helped develop this white paper for my client Morley (www.morleynet.com), a great partner for managing contact centers as they do so for several Fortune 500 companies.

Stay tuned for my next blog on the next and final step “Measure”. In the meantime, don’t forget to comment below. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana


7 comments February 8th, 2011


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