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mark hillary
CEO, Carnaby
Writer (books) – blogger (huffpo)
what is carnaby?
create content and help you use it
one-stop for help creating blogs and using content for branding or lead gen
Big picture: CRM & BD
Big Data is rarely understood by the popular media (IoT confusion)
CRM is much maligned thanks to so many failed installations
Why are we talking about these topics again now?
customers
the world of the customer across all industries has changed in just the past
6-7 years
iPhone 2007
social media 2008
ability to always access information
ability to broadcast and question on multichannels
channel explosion
almost all consumers are familiar with multichannel service – they use at
least 6 channels regularly
Voice – email – chat – twitter –facebook – tripadvisor – forums -
communication
the way customers engage has been turned upside down
no longer a fixed requirement to call an 0800 number or email
customers may talk about you without directing info at you – but you must
answer!
no longer service
no longer about customer service
customer relationship management [CRM]
now you need to engage and actively manage the customer relationship
analysis
this requires some serious technology
you need to analyse comment, determine sentiment, and glean info
from a mass of data
all industries, all customers
intelligence
this is not just about answering customer tweets
engagement = better service to customers and a deeper insight into
what they want from you
we are talking about increased sales
loyalty
if you know your customers, and their behaviour, and their needs you can target actions to increase loyalty
forget about loyalty cards, identify your influential customers and reward
them directly
use the data to target rewards that promote loyalty
changes ahead
we are talking tech and customers
however
corporate change is ahead because of the projects we are working on
customer service will become customer relationship and will blend
marketing, advertising, PR, R&D, operations…
summary
CRM and Big Data have been misunderstood for too long
customers in all industries are changing behaviour and there is now
a mass of data that needs to be managed and analysed
Customer service used to be about managing call centres – now it’s about using data to engage with customers
get in touch – mark hillary
@markhillary [twitter/instagram]
linkedin.com/in/markhillary
