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product, or service
5. Organize- internally and externally through thoughtful listening in order to respond to
customer needs rather than just the functional issue.
6. Engage- through participation. Respond in appropriate channels, implement collaborative
solutions, and give customers credit.
7. Measure- Aggressively measure everything until you have adequate baselines to assess
programs.
8. Participants who are able to curate, create, and collaborate develop a strong loyalty to
brand
Crowdsourcing
1. Gives customers the ability to have a hand in the design and the advancement of specific
2.
3.
4.
5.
solutions.
Letting customers sort what they want and need
Crowdspring- participating with designers to create an optimal logo.
The more you participate the more the crowd will participate
Customers become involved with products/services from the start i.e. Threadless
improvement.
Ranks: Reputation systems encourage people to stay active over time. They are
systems allow consumers to develop reputations thereby encouraging users to stay actively
engaged over time. These ranking systems are intuitively progressive and become more
challenging with rank. The next element is Badges. Awarding badges helps encourage certain
behaviors which can be activity, attendance, affiliations and achievement. Finally Missions and
journey may be the most important element of gamification tying all the other points together.
Their built-in difficulty creates the ideal vehicle for creating and maintaining social brand
advocates.
Chapter 8
Three engagement types
1. Support Customers give and receive help and advice related to the use of a product.
2. Sales- Customers signal needs or share experiences in the context of purchasing a product
3. Innovation- Customers share ideas and experiences to help companies improve products
or processes
4. My Starbucks idea is an example of the innovation process. The engagement platform is
the website and the engagement activity is the suggestion box.
5. HP support forums are an example of support where there are member driven answers to
technical questions. HP plays a supportive rather than primary role.
6. Indium.com is an example of the sales because it is a platform for thought leadership
inviting discussion and creating loyalty.
7. Support, sales, and innovation are reflected in the engagement hierarchy. The satisfaction
comes from the customer support. The Loyalty is seen in the sales, and the advocacy
denotes the innovation.
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Chapter 9
What is CRM?
1. CRM stands for Customer relationship management.
2. The idea is to capture information about each customer and then put that information to
work in every interaction you have with that customer.
Three major transformations of the CRM industry.
1. The movement from on premise to SaaS. Rather than installing solutions onsite behind a
firewall the Enterprise software industry opted to host in a data center via the web
offering access through the web. Salesforce.
2. The continued expansion of the CRM solution. CRM vendors were faced with adding
new products to the suite to be effective competitors in the market. So in addition to
offering SaaS CRM vendors continue adding new products to their suites.
3. The arrival of social technologies. Suddenly new interactions, many of them not only
behind firewalls but also not even on the web domain needed to be encompassed in CRM
to provide the 360 view of the customer.