"What an Idea" - My cellular connection goes with this tagline. Definitely quite satisfied with the services and offerings provided by them in this crazy Indian telecom market and been quite loyal to them from past many years. It became the first Indian telco to go for Siebel CRM solutions some time back. But then when I think of the CRM intelligence, I think that should be the main motive of these organisations, without haphazardly targeting customers unlimited times for some offereings they might not go for.. .like you can say years down the line!
In the article Recession Cry & CRM, I talked about sticking to the principles and seein that the customer doesn't feel too bombarded. CRM systems wont fulfill the purpose and it may be waste of money definitely targeting the wrong audience. Businesses have to ensure that money spent is wisely used so as to actually reap the benefits from the messages that are communicated to the customers.
Siebel and many other CRM systems have the capability to deliver multi stage campaigns with recurring campaigns being one of those, others being event triggered and response triggered. From a marketer's perspective it becomes important to target the new/loyal customers with the new offereings, but then that comes at a price! Intelligent bombarding plays an important role in this when you actually know a particular lead will turn out into an opportunity, but if it doesnt solve the purpose, its waste of money and time also.
From the customers perspective, it becomes quite an irritating experience and the brand loyalty that he/she may have is tend to decline over a period of time and who knows what the next step may be! Recurring campaigns will definitely involve not much thinking behind and you let the system do the job for you. But system will be a system ultimately. Companies need to understand that repeated communication of no value for the customer is not doing any good for the company. You need to keep it simple at times! Look back at the strategy and terminate the campaigns for those particular customers - Chucking Customers is also an interesting topic to be discussed at in the CRM arena..!
The marketer needs to understand this and strategise accordingly. There may be a different school of thought here where in one can say that I have decided that my business goes with 5-6 repeated communication. But with the experience we face some times, its like it goes on and on! And then u think back ?? Is someone really paying some attention to whats going on ??
This calls for making intelligent use of CRM Analytics and one needs to understand that intelligent marketing has a profound impact on customer retention and growth. Align the communcations to the business processes in order to create a more comprehensive picture of the customer’s behaviour in relation to the company and harness the benefits of Intelligent Bombarding!
Good article !
ReplyDeleteCool :-) Keep it going
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