how to use code 39 barcode font in excel 2010 CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS in Software

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CRM at the Speed of Light: SoCiaL CRM StRategieS, tooLS, and teChniqueS foR engaging YouR CuStoMeRS
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This model doesn t just work for pre-teen and teen girls It works for Boomers, it works for Gen X, it works for Gen Y, and it works for seniors It works for the crassly commercial It works for the minimalists who spend $2 million on a loft in Manhattan so they have a place to not furnish All in all, a model that engages you in an unparalleled experience is a model that works for everyone It is also a central premise of success in a Social CRM strategy This is a highly personalized experience that is sculpted by the customers themselves, using the products, services, tools, and environments made available by the company engaging them Fashionology LA is just one example of an interesting model for business that is based on something I care about greatly and hopefully, so do you: customers owning more of their experience than they ever have been able to in the past
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The Transition from Management to Engagement Through Experience
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Companies used to focus on making new, better, or cheaper products and services Now the game is to create wonderful and emotional experiences for consumers around whatever is being sold It s the experience that counts, not the product People want capabilities and options, not uniform products business is there to provide the tools Business Week, December 19, 2005 We have to create a great experience every time you touch the brand, and the design is a really big part of creating the experience and the emotion We try to make a customer s experience better, but better in her terms A G Lafley, CEO, Proctor & Gamble Why should customer experience supersede customer management as the operating paradigm for a successful CRM strategy Simply, customers are demanding it, and customers are human beings like you, who I presume remember that you are a customer too This is more than just a nice homily to the personal side of human beings This is a foundation for CRM if it s to be done successfully The premises are not too complex:
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the CuStoMeR ownS the expeRienCe
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If a customer likes you, he will stay with you If a customer doesn t like you, in time, he will leave you People are looking to control their own lives People are looking to fulfill their own agendas They are selfinterested If you help them control their lives and fulfill their agendas in valuable and unobtrusive but memorable ways, they will like you If you fail to help them, they won t like you and won t continue with you because someone else will help them Those premises are the entire practical foundation for Social CRM Simple, but the rest can be complex I ll simplify the complex for you throughout this book I promise
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The Experience Economy Realized
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In 1998, Joe Pine (whom you met in Social CRM Leaders Speak from Out There ) and James Gilmore wrote what has since become a classic, The Experience Economy: Work Is Theater and Every Business a Stage Their central premise was that customers were looking to businesses to provide them not with products and services, but with experiences Products and services, the backbone of the old business model, were created to be in service of the experience They also made the point that customers would pay premiums for those experiences What Pine and Gilmore make clear is that these experiences are the foundation for how the company constructs its business model (see 5) Products become the props and services the stage for the experience The enterprise is able to charge for the experience, which is both personal and memorable I would add sharable to their equation This is perhaps the most important aspect of Social CRM A personalized experience that is shared or at least can be shared is what differentiates one company from another and engages the customer in ways that are unique and immersing The way that Pine and Gilmore put it was that this could be a commoditized experience Put more simply, if the customers find it valuable, they ll pay for it How do you pay for an experience Easy With money
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