June 10, 2003 Volume 3 Issue 1
CRM or CMR?
For a long while Fred Newell has been a friend.
Met him years ago at a conference in southern California - stayed in touch. Fred is a retail marketing specialist.
And Fred is a writer. A good one. I’ve written about his writing several times. Here is something new from Fred.
Most reports show that only 25 to 30% of companies implementing Customer Relationship Management initiatives feel they are getting the return they expected. In many cases, the very things these companies are doing to try to build and manage relationships with customers are, all too often, the things that are destroying those relationships.
The time has passed for customer relationship management (CRM); it's time to transition to customer empowerment and switch to customer management of relationships (CMR).
CMR gives the customer the power to tell us what he or she is interested in and not interested in. For a customer relationship building initiative to be effective, it should be a well-managed process of turning control over to the customer. And that means letting customers tell you what kind of information they want, what level of service they want to receive, and how they want you to communicate with them - how, where, when and how often.
The projected one trillion worldwide e-mails that will be sent in 2003, tend to create the myth that people are going down one route only - online. A study by direct marketing agency Brann Worldwide confirmed that 87% of respondents said that being able to choose how they were contacted had a positive effect on their decision to grant permission to receive messages and share information.
In a recent Yankelovitch study of marketing channel use, the need to control channels was consistently in the background of consumers' responses. Larry Kimmel, chairman and CEO of Grey Direct talks about this consumer desire for control, and his belief why both direct mail and catalogs remain in such high favor with consumers, even though responding via telephone, online or e-mail channels requires less effort.
"Direct mailings and catalogs can be viewed when convenient, or easily ignored by a customer. They're controllable," Kimmel says
As you develop your CMR communications it is important not to try to force things to the Web if there is a simpler solution. I always suggest that companies keep in mind the story of the man who was quietly reading his newspaper when his wife asked him if he thought it was going to rain. He walked to his computer, pointed his browser to the local weather page, and was about to answer his wife, when she stood up, opened the door, and stuck her head outside. "It's raining," she announced as her husband tapped away.
Sometimes it's easier just to open the door and look.
Just because a bank offers online services, doesn't mean all of its customers will want to do their banking online. Some consumers will still find it easier to visit the drive-through window during their lunch hour. It all comes down to giving your customer the choice.
Frederick Newell is the author of Why CRM Doesn't Work - How to Win By Letting Customers Manage the Relationship, Bloomberg Press, 2003. You can reach Fred via E-mail @ email@example.com.
. . . a loose thought
Red / White / Blue & the USA The United States of America has one of the world’s most complex national flags.
The colors of Red/White/Blue are not that unusual ... it’s the combination of stars and stripes and colors mixed in a way like no other. Those most similar are from the British Empire ... which is some what logical; the States early beginnings were very British.
Flag Day has a new importance to American’s ... especially since September 11, 2001. And the Iraq War.
So, what IS Flag Day in the USA? Saturday this week - June 14. The story is told @ www.usflag.org/flag.day.html. EnJoy!
"It IS What's Next!"
It's become known as "the story".
I've shared it with a number of health care organizations, a database marketing business, a direct marketing firm, a publishing organization, a DM association - and several others. And I'm ready to bring it to your group. (Visit It IS What's Next!)
When you have a need for a 40-60 minute program, I'll give you this different, interesting, meaningful, warm and true action presentation. If you want a half-day interactive seminar, that can happen, too. For your club. Your company. Your organization. Your association. Your school or University. Any group you have. At any place. At any time. For any reason.
It IS What’s Next! is available to you as a Keynote Address. As a special program. As an opening or closing presentation. As a different / unique session.
... another Idea
New business friend Gerry Sacks of Houston, Texas sent me here. It turns out this leading information resource from the financial world offers a collection of marketing & sales ideas. Still, no matter your business, you will find good material here. Offered by 80+ experts (including me!) ... visit ProducersWEB.com
One of the major folks in my life is without a doubt an extrovert.
Yet, she is “shy”about reaching out beyond her knowledge level. Thus, she misses opportunities.
An Anonymous English Proverb says it well;
"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.
Speaking of Speaking
Almost forever ago I met Lilly Walters.
She reminds me it was in South Africa. If YOU are interested in ways to enhance your speaking skills, and how to be a terrific presenter at your next meeting ... or want to look at the world of paid professional speaking - Lilly Walters can help.
She is the author of four best selling books on the subject. And Lilly has an interesting website, too: http://www.motivational-keynote-speakers.com/.
Drop in and visit. And tell Lilly "Ray sent me".
Magic Marketing Minutes
For your Direct Mail program to be successful here's a very simple, and at the same time, very complex, 4 point program you must implement:
Management must make a commitment to Direct Mail. A commitment! Not a simple statement that we'll try this and see how it works. Not some half baked idea that we'll play with this during the next quarter. But a commitment.
A full commitment that over the next fiscal year we'll make Direct Mail a major and successful part of our operation.
Marketing makes a commitment. Equally as enthusiastically as management. This is not usually too difficult, because marketing is you and me, and that's part of our assignment.
But, marketing must have a total commitment to Direct Mail. Not just to advertising, marketing, sales promotion, merchandising, but to Direct Mail.
Sales makes a commitment. This is the most difficult of all. Because most sales people know their marketplace. And they don't always have a full understanding of what marketing is trying to do. You must include sales as part of the Direct Mail commitment early on.
All 3 groups -- management, marketing and sales work "two-gether". Which means they have to work "two-gether" from the beginning. It's not a single meeting process. It'll take a number of exchanges, reviews and considerations. And it'll probably take some give and take. A little negotiation.
With all 3 groups -- management, marketing and sales working "two-gether" as a team, you'll be successful with your Direct Mail program.
Try it "Two-gether"
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.