Wednesday, 11 February 2009

Smart, Simple Customer Service

CRM should really represent Customers Really Manage, because they really do.... The core role of relationship marketing and management initiatives is to provide the tools for the customers to better manage their relationships with you. Disney Travel (from a company that knows a thing or two about managing customer relationships over time) has a whole department named Customer Managed Relationships...

Smart marketers are taking full advantages of the tools (read opportunities for simplification) that marketing technology affords them.

A stunningly simple tool to enhance my relationship with American Airlines has recently been launched - it's called "Remember me". Remember me recognizes my phone numbers (I can register three e.g., cell phone, home, work number) and when I call using any of these numbers, instantly pulls up my reservations and even greets me by name. If I am traveling that day, Remember me proactively offers gate and flight information, all in about 25 seconds.

Good customer service doesn't have to be complex, in fact it is invariably simple...

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