Customer Centric Culture vs. CRM Strategy

Written by Ricardo Pereira da Silva for Buljan & Partners Consulting

CRM strategy

There are companies that believe they changed into being a Customer Centric company, only by having a 24/7 Call Center, investing thousands of Euros in CRM software, having an integrated chat on their website or hiring a company that gives politically correct answers to their customers through social networks.

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Is CRM CUSTOMER CENTRIC ITSELF?

Written by Ricardo Pereira da Silva for Buljan & Partners Consulting

MiCliente-Teamwork

A great example about the difference between CRM (Customer Relationship Management) and CCC (Customer Centric Culture).

Or, in other words, the demonstration that CRM is only a facilitator of relationships and interactions, but that by itself it is not sufficient to generate emotional loyalty between a customer and a brand.

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The importance of Partner Alignment in Customer Centric Management

Written by Monique Jansen for Buljan & Partners Consulting

Customer Centric

Companies have many reasons to include external partners in their customer facing processes. External partners can ensure a more efficient and therefore less costly service. They tend to save a company time in searching the right staff for the job, they ensure process effectiveness based on their subject matter experience and they improve efficiency though making advance of economies of scale.

However, outsourcing is not a light decision to take. Leaving a customer-facing process in somebody else’s hands is scary, as it is a crucial one in ensuring an A to Z aligned customer experience.

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CRM Idol 2013: public voting for winner open!

Written by Silvana Buljan for Buljan & Partners Consulting

We finally made it to the last round of this year´s CRM Idol 2013 contest, and all finalists have put lots of efforts and motivation in creating their videos to compete for the title.

As reminder, they are uservoice, cirruspath, bluecamroo, mindtouch and next principles.

The big news is that now the decision of who will make the race is not in the hands of the judges, but in yours – have a look at the videos and make your vote before Monday Dec 16th.

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CRM Idol 2013: finalists announced!

Written by Silvana Buljan for Buljan & Partners Consulting

Yesterday 5 out of 12 semi-finalists have made it to the finals of this year´s CRM Idol contest. They are mindtouch, uservoice, cirrus insight, blue camroo, and next principles. You can watch out their products and services on their websites, and have a close look at the demo reviews placed on www.crmidol.com.

What I want to share with you is their mission statements, and how they market their business model by finding the right messages for creating awareness, attraction, and curiosity for trying them out:

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How do we move from transactional to experiential?

Written by Silvana Buljan for Buljan & Partners Consulting

Many organizations invest important efforts in defining guidelines, process maps, customer journeys, compliance rules and so on for giving employees guidance in human interactions, especially with customers and suppliers. The basis for these guidelines is often a rather transactional and functional view on customer experience, without touching the emotional part of the experience.

But what exactly is the emotional part of the experience? That an employee is smiling and welcoming a customer when entering into a department store for instance? Or is it the hairdresser taking care of a baby girl while her mother is enjoying a hair treatment? It can be both, and it can be none of them – the key is the authenticity and presence that I´m embodying as person delivering the experience.

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The customer centric toilet business

Written by Monique Jansen for Buljan & Partners Consulting

In December 2011, I made the artistic picture shown below, situated in the Kalverstraat in Amsterdam.  I was there on one of my family visits, and that day I was searching for last- minute Christmas presents in one of Amsterdam’s main shopping areas.

2theloo

It is not unusual to see new and trendy things in Amsterdam, but 2theLoo really surprised me. And, as in many other occasions when I see new shops, start-up companies or new tendencies; my first thought was “why did I not think of this great idea?”

A busy shopping street, no public toilets anywhere in sight, the nearest restaurants outside the shopping route, and of course, nature calls. What could be better than not having to interrupt a shopping exercise but just enter one of the many attractive retail outlets, and go to a clean and nicely decorated loo?

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CRM Idol 2013: semi-finalists announced!

Written by Silvana Buljan for Buljan & Partners Consulting

Last week the 12 semi-finalists of this year´s CRM Idol contest have been announced, all of them passed a selective process of references, presentations and product demo´s. For details on the list and contestant reviews check out www.crmidol.com. You´ll be surprised!

So what´s cooking this year? To put it into a nutshell, we are back to “keep it simple”. Social media, big data and most companies´ focus on efficient processes have led the industry to look for more intuitive, pragmatic and consolidating solutions.

For big organizations this means to have supportive tools for identifying relevant data for the specific CRM processes, and making it available across the organization. For SMB this means a complete set of CRM and ERP functionality to optimize all business processes.

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