At CRM Evolution this year, customers were the central focus. From trusting customers, to engaging with them effectively through social media, this year’s conference put the emphasis back on customer relationship in customer relationship management. A few other notable takeaways are below.
1. “Successful companies are beloved companies and beloved companies trust their customers. Profitability starts there.” – Jeanne Bliss, Founder, CustomerBliss.com.
2. “Knowing when and how to say sorry is a company’s humanity litmus test, because when things go wrong—and unfortunately they will—the way you handle the issue will determine whether you’ll earn a rave or a rant.” – Jeanne Bliss, founder, CustomerBliss.com.
3. “If a negative conversation forms around your business or brand, you not only want to know about it, but you want to be able to respond, when appropriate, to prevent and mitigate any further damage to your business’s reputation. But if someone is trashing you and their comments seem ridiculous and unreasonable, then do not respond. Nothing good will come of it. Don’t gamble with your online reputation and get into an online fight with an unreasonable person.” – Jim Berkowitz, CRM Mastery.
4. “In many ways, social media has actually taken business backwards, but in a good way. Social media has given brands the tools to make company interactions personal again.” – Mike Fauscette, group vice president of software business solutions, IDC.
5. “Companies are not logos. Companies are people. Social must be aimed at better understanding and knowing people. At the end of the day, technology doesn’t solve problems. People solve problems.” – Bob Stutz, corporate vice president, Microsoft Dynamics CRM.
6. “A lot of companies are spending money around lead generation, not on lead nurturing or relationship building.” –Brent Leary, co-founder and partner, CRM Essentials.
7. [On CRM in Sports] “CRM has got to be much broader. It’s got to be about the whole fan experience. It’s got to be about customer loyalty, creating a much more personalized experience for every fan.” – Charlie Shin, director of CRM and analytics, Major League Soccer.
8. “If a customer gives a company a suggestion through a social network, that idea might actually be worth incorporating or passed on to senior staff. If that does happen, it’s important to connect with that customer again, thank them for the suggestion, and provide any recent updates.” – David Myron, editorial director, CRM and Speech Technology.
9. “As the world of business changes, companies can’t rely on good products or services any more to carry them. It’s about the experience… Content is no longer king. Context is king. For an offer to be valuable, it has to make sense to you at the time and in your current emotional state.” –Ray Wang, founder and president, Constellation Research.
10. “The world is changing, and consumer expectations are changing with it. Customer experience is the new battlefield, and transforming it is difficult.” – Kristen Vennum, principal in the customer practice advisory, Ernst & Young.