Marketing is out of sync with customers and missing out on enormous opportunity.  While the long-term customer relationship is the rubric of CRM, when we put it through the meat grinder of short-term mandates, we create turnstile relationships.  Our investment is in the immediate sale.  Our attention to the individual customer is the blink of an eye, and then whoops, the doors spin faster and here’s the next.  I know you have a problem or concern that affects your satisfaction, but I think the customer behind you wants to buy.  Please don’t trip, you’ll slow things down. To increase revenue, we try to make the turnstile revolve faster.  The longer-term spins out of sight.

 

Customers, however, exist in a continuum, or lifecycle.  They buy from us and then use or product or service over time.  They judge our commitment to CRM over time, how we respond to their changing needs, whether or not they are buying right now.  The unit of measurement is each and every customer interaction.

This session will explore the rationale, the strategy and the 5 critical success factors for creating happier customers that stay longer and buy more.  We will examine what’s right and what’s wrong about today’s CRM marketing, including case histories from IBM, HP, ACE Computer Camp, AT&T and Pitney Bowes. Attendees will learn how serious commitment to long-term CRM can become not just a buzzword or reason to pat ourselves on the back, but a compelling, and viral, competitive differentiator.

 

Before choosing this session, conference attendees should ask themselves, how long does my company want to be in business, what high level strategies are in place and what are our internal set of measurement and rewards to get us there?

Recording at  http://bit.ly/scott-hornstein-webinar