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Customer Relationship Management ResourcesResult(s): 1 - 10 of 31
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It is possible that Amazon.com knows your likes and dislikes better than your spouse. Every click you take and every move you make is tracked by the superstore, and all of that information is churned through predictive relevance personalization technology to create your very own Amazon.com experience, which is different than anyone else's in the world. So if you spend your nights browsing through true crime books before hunkering down and purchasing a backyard grill, Amazon.com will not only inform you upon your next visit (via your personal home page) about new true crime items and grilling accessories, but will also delve into its database of gazillions of clicks and transactions and predict that you are likely to want to buy a digital camera next. The on-site customer retention strategies are state-of-the-art and worth studying. They include your own personal weblog (plog) which Amazon.com builds for you. It culls blog posts from authors or musicians you've shown interest in and puts them all together in one place - your plog. As a customer, you'll also be privy to special invitations for cost-savings benefits and regular emails suggesting new items that you might like.
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It's the program that launched the frequent flyer phenomenon, and still arguably the best airline loyalty program around. AAdvantage leads in size (In 2002, AAdvantage members redeemed more than 123.7 billion miles to claim in excess of 4 million awards); in response to change (after 9/11, they extended the status of all their premium flyers for a year); and in innovative practices (they are successfully migrating reservations from the phone to the Internet, with an easy-to-use interface and bonus points for Web purchases). Follow their footsteps and you won't go wrong.
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This Internet advertising newsletter from Ajay Segal contains interviews with marketing luminaries and thoughtful articles on email, instant messaging, banner advertising, viral and search engine marketing. Unlike the typical e-marketing newsletter focusing on how-to tactics, avant/marketer is written for senior marketers and is angled toward strategic use of the Internet to ultimately acquire and retain customers.
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One of the most influential figures in the frequency marketing business is Richard Barlow, who founded Colloquy, a publication that lives mainly on the Web but also has occasional print incarnations. A visit to Colloquy will pay off ten-fold. After no-cost registration, you will gain access to one of the world's best libraries of statistics, case studies and thought leadership on customer retention marketing. Check out the Program Comparison Matrices, and be the first in your neighborhood to know how the Bloomingdale's Rewards program compares to Neiman Marcus's InCircle program. Another attraction of the site is a thriving job board. Naturally, there's a weekly e-zine option as well.
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Baffled by eCRM? Confused by the multitude of choices and players that seem to merge and emerge daily? For more than you ever wanted to know about Customer Relationship Management, join CRMCommunity. This editor has found it to be an invaluable guide to the peripatetic world of customer service, especially as related to marketing efforts. Free membership grants access to articles, white papers, industry guides, ask the expert Q&A, discussion boards and more.
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CRMGuru is a world-class, one-stop resource and community for all things related to customer relationship management. Complimentary registration will get you a CRM Starter Kit, which includes a weekly email newsletter and white papers on Contact Center Performance Management, Customer Centricity and how to retain customers by marketing to individuals, not the great unwashed masses. There are hundreds of articles on any possible angle or approach you are considering plus a Knowledge Base of more than 1,000 essential facts. Should you wish to interact with people rather than pixels, you can dive right into the active forums or consult one of the CRMGuru panel of gurus for answers to your questions - and it's all available to you on a complimentary basis. Bookmark this one.
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This is the site of the great Hal Brierley, who created the first frequent flier program (the American Airlines AAdvantage program) in 1980. Brierley has been so successful that he has recently endowed a chair named for himself at Harvard Business School. Here you can find his guide to the "Art of Relationship Management" based on his years of expertise in the subject matter.
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Michael Lowenstein is a leading thinker and advisor on customer retention, and he is one of the most vociferous arguers out there against the common corporate practice of relying on "sat," or customer satisfaction metrics, as the best way to ensure that a company is doing right by its customers. Most large companies have cottoned on to the importance of satisfying customers, keeping track of their opinions, and tying executive compensation to satisfaction success. And that's fine. But, as Lowenstein argues, corporations have confused the results of satisfaction surveys (what customers say) with the real thing, which is customer behavior (what they do). Satisfaction surveys should be viewed as a means, versus an end in themselves. At Lowenstein's site, you can find his articulations on this topic, plus some very useful charts (look under the Customer Loyalty Compass section). My favorite is the one that demonstrates the power of a resolved customer complaint. Did you know that a customer whose complaint was happily resolved is 5 percentage points more likely to continue using the product than one who never had a complaint in the first place? Neat.
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Hit the resources section of this site to get the inside scoop on customer satisfaction. You'll find tutorials on how to compose a survey and analyze the results, as well as customer satisfaction best practices. For example, you can learn how to save at-risk customers through survey action management. Satisfaction guaranteed.
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The Direct Marketing Association has published a series of best practices to help you refine one of the best online customer retention tactics - namely, email marketing. This 16-page white paper starts with the basics of permission marketing (a practice that some say the DMA was slow to adopt) as well as tactical recommendations on topics ranging from authentication practices to list hygiene to content development. Use it for a quick overview and checklist of how you are using email to retain customers. Is it time for segmented customer emails? A more sophisticated email management system? Savvy marketers will stay one step ahead of the curve on email marketing, as it cannot be beat as a customer retention tool.
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