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Senior marketers tell us they find it hard to measure the impact of their activities on business performance. This short, fact-packed article discusses the relationship between activity, engagement & ROI. By Neil Woodcock.
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How Customer Journey Mapping principles apply to new approaches like digital, social, mobile and real time CRM. By Andy Green.
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Will you be cookie compliant by 26 May 2012? Nick Broomfield, who chairs the European compliance working group of a global FMCG organisation, explains the severely under-estimated challenge that all businesses in the EU face right now.
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This article discusses how companies can ensure they provide the right experience through an increasing array of ‘self-experience’ channels. By Neil Weston.
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Why Customer Journey Mapping Differs from Process Design This article explains the 3 fundamental differences between CJM and Process Design, why they are important and introduces approaches to implement them effectively. By Andy Green. |
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Social intelligence approaches to support four core customer scenarios This paper, co-authored with Hewlett Packard's Enterprise Information Solutions group, suggests some of the best ways to deploy social intelligence and marketing thinking and tactics to support core customer strategies. By Massimo Pellegrino, Massimo Iengo, Neil Woodcock, Merlin Stone. |
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The death of personal service in Retail Why are consumers responsible for their own customer experience? This article examines the tension between efficiency and customer experience management in retailing. By Merlin Stone. |
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Socially enabled Customer Management needs to be consciously deployed
Social is a disruption to traditional models of customer management but few companies are recognising it. Find out how social approaches can be used throughout the customer cycle, product cycle and to optimise costs. By Neil Woodcock.
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Putting a value on data Data should be valued to help your leadership team understand the level of investment required. This short article provides a pragmatic 8 step guide to establishing the value of your customer data. By Andy Green. |
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We will be more customer centric. Now reminds me what that means!
What are the 20 dimensions of becoming a CUSTOMER CENTRIC organisation? This article explains a framework created to help organisations build their definition of the nature and extent of Customer-Centricity that they want to achieve. By Paul Weston.
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New Dogs, Old Tricks Social CRM’ – Why marketers need to rely on proven fundamental principles from the past to accelerate success in the social future. By Nick Broomfield (this article appeared in Contagious issue 25). |
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Social CRM as a business strategy Social CRM is about people and relationships and demands a customer focus like never before; forget that and you have little chance of success. By Neil Woodcock & Andy Green. |
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Making Change Happen Practical tips that will help Customer Management practitioners make change happen in their organisations. By Andy Green. |
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The case for professional customer management has never been stronger Practical tips that will help Customer Management practitioners make change happen in their organisations. By Andy Green. |
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Aligning stakeholders to achieve business performance The corporate demand for short term profit in some industries has distorted business models. However, in the wake of the financial storm, there is a recognition that customer management is THE building block for sustainable profit. By Neil Woodcock. |
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How does profit come from Customer Management |
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How to deliver real benefits from customer management The 5 steps designed to help companies gain both short-term P&L benefits and build sustainable profit over the medium to long term. |
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The power of we The ideal of 'one-to-one' is under real threat from the concept of social marketing but is the future of relationship management in 'Me' or 'We'? By Paul Weston. |
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The Importance of customer experience in a down economy Written by the Customer Futures community, this article discusses why customer experience is more important during a recession |
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Understanding customer engagement & participation in the public sector Why winning engagement and participation from citizens must be the goal of all governments and local authorities. By Neil Woodcock. |
The Customer Framework (TCF) carries out bespoke research for clients and partners. Published articles from TCF include (in chronological order):
- Social CRM as a Business Strategy (Journal of Database Marketing and Customer Strategy Management)
- Review of literature on complaints management (Journal of Database Marketing and Customer Strategy Management)
- The Evolving Data Architecture of Social CRM (Journal of Data, Digital and Direct Marketing Practice)
- The 16 Strategies of Customer Management
- The ‘Death of Personal Service’ series: Will financial services customers who serve themselves do better than if they are served?
- The major challenges for World Class companies in customer management until 2015 (for a major financial services client)
- The CRM behaviour theory – managing corporate customer relationships in service industries, (Journal of Database Marketing & Customer Strategy Management)
- Customer retention in the recession (Journal of Direct, Data & Digital Marketing Practice)
Five reports on environmental issues for Business Insights/Datamonitor:
- Smart Home, Smart Grid, Smart City: a rapidly shifting marketplace
- Corporate Carbon Strategies: Threats & opportunities arising from the new energy imperative
- The Smart Power System: smart grid, smart meters, home controllers, home automation & energy efficiency
- Carbon Trading & the Future of the Copenhagen Agreement
- Carbon Management in Emerging Economies
- The Challenge of New Marketing Issues in Utilities (Journal of Database Marketing & Customer Strategy Management)
- Smart utilities & CRM: The next phase of customer management in utilities (Journal of Database Marketing & Customer Strategy Management)