Blog posts from CRM Archives - Differentis

How easy is it to become a Digitally enabled business?

By Bill Murray


Date 1 March 2016 Tags ,

Many companies still have a long way to go on their Digital Journey.

It’s not just about a mobile app, e-commerce platform or social media driven marketing. A true Digital journey needs to create better experiences for customers, aiming to improve service and deliver greater efficiencies.

So, if you’re the CEO of a forward thinking company, with a very diverse portfolio of offerings and services, nervous about your whole approach to Digital, what do you do when you realise there are duplicated and conflicting Digital initiatives? You ask for help.

Differentis worked with in-house teams to identify 12 core Digital Capabilities and then matched these to the initiatives against customer journeys to build a Digital Blueprint. The Digital Portfolio was rationalised; stopping the redundant, reshaping the poorly aligned and accelerating those that could deliver early wins – all in a matter of months.

One year on and the business is becoming Digitally Enabled; now armed with an effective (and used) CRM solution and (according to the customers) already offering a superior customer experience. It is well on the way to becoming an industry game changer.

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Social CRM – how to find clarity in a blurred world

By Andrew Malyan


Date 23 May 2014 Tags

The rise of social networking sites has meant that customers are no longer prepared to be fed the traditional marketing, sales and service monologue from companies. They feel empowered with peer dialogue through online communities and have started to take greater ownership of the conversation with businesses which may be able to help them achieve their needs.

Traditional CRM strategies focus on managing relationships based on customer transaction history for the optimal extraction of value from the customer. These strategies create operational efficiencies in customer-facing activities to free up staff time to sell and resolve service issues e.g. opportunity management and pipeline visibility. Additionally they can create optimised offers for customers, leading to higher value customer purchases. This approach however is insufficient when it comes to customers whose trust lies in their peers. Customers are demanding engagement, not monologue, and want trusted relationships with authentic, timely communications.

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