Archive for Jason Elkins

Using CRM throughout the Customer Life Cycle

Posted by Jason Elkins on March 25th, 2013 at 2:57 am

It’s a simple truth that customers should be at the heart of your business and that providing exceptional customer service is essential if you are to grow and succeed. In a recent blog I explored this truth further and looked at the ways CRM solutions can be used to provide great customer service but also, deliver those experiences that will keep customers coming back again and again.
The blog highlights how CRM can be used to manage each and every interaction with a customer. It also sets out how, through understanding the customer life cycle, it is possible to deliver a fantastic experience at each stage, helping to build solid and profitable relationships.
Naturally every company’s customer life cycle is different, the journey for a bank’s customer is likely to last year’s if not decades, whereas a retailer may be able to complete the entire cycle over a matter of months. What is important however is to understand how CRM solutions can be mapped to the cycle, to ensure relevant messages are delivered at the right time to increase the potential value of a customer.
So if you would like to learn more about the value of CRM to the customer life cycle,... Read more

Experiences of Poor Integrated Marketing and Data

Posted by Jason Elkins on November 8th, 2012 at 6:09 am

When you work within customer contact, data management and digital marketing it’s amazing just how noticeable instances of poor execution become. In a recent blog I explored a recent experience I had with a major cinema’s online ordering system and subsequent marketing.
Being a regular cinema goer I have an online account which I regularly use to book tickets. In this instance however after booking my tickets for the latest Bond film, Skyfall, I received a marketing message telling me that there were still tickets available at my local cinema. It led me to worry my order hadn’t been completed and with my professional hat on, clearly demonstrated poor integration between the ordering system and the marketing data.
Essentially the blog covers why it’s important for companies to use data correctly if they are going to collect it and highlights the confusion that can occur when different systems don’t speak to each other effectively.  I’ve also included some of the key tips on how companies can make the most of integrating their customer data and marketing campaigns to achieve positive customer experiences.

Supporting eCommerce with Effective Communication

Posted by Jason Elkins on October 30th, 2012 at 2:59 am

On the EWA blog we’ve recently been talking about eCommerce websites and the role contact centres can play in supporting website activities and delivering better customer experiences. The growth of eCommerce has revolutionised the way in which businesses compete, instead of being reliant upon the shop front, even the smallest businesses now have the opportunity to compete with big brands as long as their prices are attractive. Despite this, it’s not all about price.
With Forrester Research predicting online retail sales to be worth $250 billion by 2014 it is undeniable that the internet is a hugely significant marketplace. But with many shoppers reporting problems when visiting retail websites, and 97% of shoppers reporting they have abandoned baskets in the past, the challenges for e-tailers is to minimise abandonment, maximise conversions whilst ensuring positive customer experiences.
This can be achieved using methods such as:

Live assistance to help customers through the purchasing process using either web chat or social media platforms. This can help to reduce abandonment and help improve the customer experience.
Cart recovery techniques that chase up abandoned baskets using contact details to encourage the customer to return and complete the purchase. This could vary from an SMS or email enquiry into... Read more