News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Christopher J. Bucholtz / CRM Buyer / June 27, 2013
Don’t wait until your database is clogged with useless records to undertake a massive housekeeping project. Make sure everyone in your organization is trained to update customer records whenever a change is discovered. That means deleting the old data as well as adding the new. A system that’s full of cryptic partial duplications and incorrect contact information isn’t going to do anyone any good.
Some things in life are fleeting — the lifespan on the mayfly, the appearance of a rainbow, the pure white of the first snow of winter. Some things in your CRM system are fleeting
Nick Panayi, CSC / BtoB / June 10, 2013
I remember the day very clearly. My first day with CSC, and also the opening day of CSC’s global sales conference. After a video on the power of digital marketing received thunderous applause, I got introduced to the entire audience as the guy who would make this vision come true (big gulp!).
As I stood there, all I could think about was that this storied and very successful $16 billion giant hadn’t updated its website in what seemed like a decade, had never had a marketing automation system, nor a central marketing database, nor a systematic connection between marketing and sales.Read More
Erika Morphy / CRM Buyer / June 10, 2013
As important as it is to have a mobile CRM strategy, you can have too much of a good thing. The trick is to walk the fine line between an insufficient mobilization effort and one that’s overly aggressive. That line is different for employees who need easy access to data while traveling than it is for customers for whom a little contact goes a long way.
Mobile everything is the current computing zeitgeist and if that means turning an app or function that is perfectly suited for desktop use into a mobilized one, well, as the thinking goes at so many companies now, just do it.
However, mobilizing anRead More
Erika Morphy / CRM Buyer / May 28, 2013
“Mobilizing just for the sake of mobilizing is absent of value on its own,” said Jeff Nicholson, chief marketing officer at Provenir. “There needs to be a mutual benefit for both parties. The consumer needs to get something they could not otherwise get via your app, which can be used ‘in the moment.’ If the app only serves up the very same offers they receive every day via email, it may be of little incremental value.”
The case for mobile CRM is an easy one to make. Smartphones are now ubiquitous, and the way most people work requires 24-7 accessibility. NotRead More
Erika Morphy / CRM Buyer / May 20, 2013
“The rise of mobile CRM in business should facilitate human interaction between customers/business or between customers,” said Robb Hecht, marketing professor at Baruch College. “Any UX experience which brings a user down a hole of loneliness — without purchase or interaction with others — will not succeed in the digital future.”
The case for mobile CRM is an easy one to make. Smartphones are now ubiquitous, and the way most people work requires 24-7 accessibility. Also, not being tethered to a desktop to access customer records is a plus — ifRead More