The 4 Fundamental Attributes of Customer Loyalty, Part 3


Dealing with customers in context can equate with personalization, as many define it. Also, it can refer to enabling customers to jump out of a largely automated customer-facing process to deal with a company representative. Additionally, it can mean getting down in the weeds of some hyper-specific aspect of a customer’s issue. A lot depends on what the vendor and customer are trying to accomplish. In a setting where the customer is spending a good deal of money, there is an expectation that the vendor will have details on a lot of specifics.

The original article can be found here: http://www.ecommercetimes.com/story/83752.html?rss=1

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The 4 Fundamental Attributes of Customer Loyalty, Part 2


Lots of CRM vendors talk about personalization, but their idea of how to do it leaves much to be desired. They address personalization very late, using a just-in-time approach to accessing customer data to support a sales or service encounter in the moment. This certainly is important, and it achieves the goal of personalizing the encounter by producing a catalog of data points, including the customer’s history, demographics, and other relevant information that a customer-facing employee can use.

The original article can be found here: http://www.ecommercetimes.com/story/83700.html?rss=1

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To Personalize or to Be Authentic


You might ask what the difference is between personalization and authenticity in CRM, and the answer is subtle. For a long time I have felt — and said — that we overemphasize personalization when what customers really want is authenticity. However, examples are hard to find, especially with our current culture’s strong emphasis on personalization and the tendency to give authenticity quizzical looks. Perhaps you are feeling quizzical right now. Nonetheless, a perfect example turned up in an article titled “Learning to Speak Lingerie.”

The original article can be found here: http://www.ecommercetimes.com/story/82422.html?rss=1

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