4C's of crm process

•  Customer experience:  people love to talk about your service and your products. it is the key driver of the consumer conversations. the basis of positive conversation about your company is very simple: offer strong products and a decent customer service, these two drive conversations. if you do them well: conversation will boost the business, if your performing just a little below expectations, conversations will decrease the business. it is foundation of a conversation company.

The conversation company believes in a total philosophy towards customer experience. the role of social media within this philosophy is to react in real time to people's problems and complaints. companies like klm and best buy demonstrate perfectly how this pillar fits in to overall picture. other companies such as dell build mission control centers. these centres are manned 24/7  staff who answer the online questions put by customers and prospects. no single conversation is left without response; everyone is helped.

• Conversation: the story of my previous book, the conversation manager. it is the goal to converse and not communicate. listen, ask question, facilitate the conversation and actively take part in them.

the conversation company manages the online conversations in three stages: observing, facilitating and participating. they start simply by listening to consumer conversations, adding a few relevant comments where necessary. at the same time, the company prepares its content in such a way that it can easily be shared with other interested parties. clever companies combine these online conversations with their offline activities  the heineken champions league stunt make clear that effect of small offline events can magnified many times by social media. heineken facilitated this process by providing the right content in the room right form. some time ago karft had the idea of integrating customer tweets into its offline advertisements. people quickly caught on to this idea and were super-keen to get their quotes in the adverts. as a result, more than 1.5 million tweets were sent to  kraft in the course of the campaign.

• Content: give people stuff to talk about, but do it in an authentic, positive and relevant way.

companies should no longer be concerned with the planning of one-off advertising campaigns, but with the global planning and management of their content. your company must learn to think like the publisher of a newspaper. the paper with the most interesting content is the paper that is read the most. good content is the ideal way to increase your reach.

• Collaboration: Involve customers in everything your company does. let them be part of your boardroom and let them be involved in your decision-making processes.

the conversation company collaborated structurally with its customers. this increase the average level of consumer commitment. it is possible to be fairly creative within this pillar. food, a successful hamburger outlet in Manhattan, draws up a new menu very day with the help of its own customers. using s series of tables left on the tables. the diners can put together their own recipe for the perfect? hamburger. very new concept put on display for the other customers and the best-sellling burger are promoted via twitter and facebook. for each burger sold, the recipe-maker recives 25%. in a similar vein, proctor and gamble has developed vocalpoint, community in which 35,00 mothers help to develop new product ideas for PandG brand.  these mother are also the first user of new products during the development phase, so that they can provide feedback with regard to possible prooblems/weaknesses before the product is finally launched on the market. 

#CustomerRelations

#CRMStrategy

#CustomerExperience

#CRMInsights

#CustomerEngagement

#DataDrivenCRM

#PersonalizedService

#CRMSuccess

#ClientManagement

#CultivateConnections

#CRMBestPractices

#CustomerCentricity

#CRMTools

#CustomerJourney

#RelationshipBuilding