Summitup Crm Cms Sideshare
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This document discusses content management systems (CMS) and customer relationship management (CRM) systems. It argues that competitive advantage comes from understanding customer intentions rather than just focusing on CMS or CRM alone. Customers now target companies through reviews and feedback, so companies must provide useful content and tools for customer conversations to build connections. While CRM transforms customers through functions like sales tracking, data integrity and privacy issues will be major challenges. The key is to continually adjust based on analytics, add useful customer-focused content frequently, and give customers more value than they expect.
Summitup Crm Cms Sideshare
- 1. CMS AND CRM Fire, ready, aim, repeat. David Esrati @TheNextWave
- 2. this is not a content management system
- 3. this is not the key to customer relationships
- 4. a wise man won’t help you
- 5. In today’s marketplace competitive advantage comes from the database of human intentions.
- 6. Being discovered isn’t accidental. you have to have what customers want.
- 7. CONTENT
- 8. CONTENT
- 9. You don’t target customers anymore.
- 10. They target you.
- 11. Anyone can be your biggest critic or your biggest fan
- 12. It’s up to you to provide the tools for that conversation
- 13. CONTENT MANAGERS
- 14. CONTENT MANAGERS
- 15. CONTENT MANAGERS
- 16. the more content you have, the more chances you have to make a connection.
- 19. Organizing for America turned Barack Obama into the marketer of the year with CRM
- 21. CRM ‣ simple help desk functions ‣ inventory management ‣ upsell, cross sell ‣ sales cycle ‣ sales management tracking ‣ market segmentation/suggestion ‣ sales collaboration ‣ campaign effectiveness tracking
- 24. It’s all about collecting and analyzing data
- 25. Data integrity will be your number one problem ‣ How real-time is real time? ‣ How honest are your customers? ‣ Does past performance indicate future? ‣ How fast can you react? ‣ What is your customers decision cycle? ‣ How high is the emotional involvement in your customers decision?
- 26. Being “Big Brotherish” will be your number one obstacle ‣ What are you giving the customer back? ‣ Can you be trusted? ‣ Could that data hurt the customer?
- 27. Maybe trusting an informed gut instinct is a better answer.
- 28. Remember the database of human intentions? Analytics Zeitgeist
- 29. Prescription: ‣ Build useful customer focused content ‣ Allow them to build and connect with it ‣ Watch your stats and your trends ‣ Adjust often ‣ Add content as often as possible ‣ Test relationships to gain data ‣ Always give the customer more than they ask ‣ Trust karma for it to work
- 30. Thank you www.thenextwave.biz @thenextwave 937.228.4433