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Keep in mind that the mapping has topical and timely utility so, for example, in an economic downturn, pricing might become as important as it was previously presumed or even more important Critical to the mapping process was the questionnaire for DB customers, which was primarily designed by Scott with the help of members of the committee This questionnaire, a model for customer experience mapping, was perfectly done, with questions designed to trigger a memory but not to direct the respondent customer to any preconceived conclusion The breakthroughs were worth the effort from fruit fly to humaN BeiNg One of the most significant things that we found, thanks to the brainstorming among the CVRC and the mapping, was that the customer of the present was nothing like the customer of the future The bride was the customer of the present, with somewhat more than faint recognition that the bridesmaids were going to be brides one day But the customer of the future wasn t the bridesmaid, though she certainly was a potential future DB customer The future customer is, ta-da, the mother of the flower girl Yes, the mother of the flower girl Here s how it goes David s sells wedding gowns (and associated accessories, of course), bridesmaid dresses, flower girl dresses, junior bridesmaid dresses, quincea era dresses for the 15-year-old Latina, prom dresses, sweetsixteen outfits, and so on After marriage, one of the things a bride often becomes is a mother The bride becomes the mother of the flower girl, junior bridesmaid, bridesmaid, and bride (and some of those others in between), and then that bride becomes the mother of the flower girl, ad infinitum What was a seven-month one-off relationship becomes a lifetime relationship with, admittedly, years between events But nonetheless the nature of the customer and the lifetime value equation changes dramatically, as does how the company works with that customer There s still a long way to go at David s Bridal The CVRC has expanded to a second circle of senior store management so that a social network/community pilot sanctioned by the CEO using Neighborhood America s technology can begin with some of the stores to see how the store of the future will work This is very cool I mean, think about it I have no kids This year marks our 28th anniversary, so a wedding isn t in my future, but I m excited over wedding apparel!
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This is exciting CRM strategy an unconventional CRM strategy, but it points out one of the core lessons of CRM strategies They are never the same from company to company In some companies, conventional strategies work really well and the application of best practices is entirely appropriate In others, conventional strategies and best practices applications will literally take the company down which means creative thinking is in order Don t worry about whether or not you are following the right steps when it comes to engaging customers Just figure out, given the business model you have and aspire to, how your company is going to do it, even if it doesn t use conventional means The key to Social CRM strategy is doing what you have to for collaborating and partnering with your customers, not looking good to someone because you followed the textbook and used the right buzzwords I don t mean to be harsh (well, maybe a bit), but strategic CRM methodologies are sometimes driven more by appearance and pleasing someone notable to a career than by substance and the customer Delight your customer and your managers will be delighted Take my word for it Okay, we re heading toward drill-down, not meltdown Now that you have a broad picture of the elements of a CRM strategy, we re going to start digging into some aspects, somewhat more technical and functional, of what it takes to develop an organization that is engaged with customers But before we do that, two things First, read the takeaways that Doug Leather, a highly respected consultant and business leader in the southern hemisphere, provides to you free of charge on developing a CRM strategy Second, take a deep breath, take a break, and get yourself a drink Non-alcoholic Orange juice might be a good choice Alcoholic Lagavulin 16-year-old single-malt scotch or a really good Manhattan Either way, come back later and the trip through Social CRM land will continue miNi-CoNversatioN with doug leather: oN geNeral strategy
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Doug Leather is the CEO of REAP Consulting, a group of global customer management experts specializing in the development and delivery of tools and programs that build business value He s also someone that I know from having served on the CustomerThink Board of Advisors with him I am glad that I did He really knows his stuff with over 25 years in marketing and customer
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