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According to a recent Forrester report (How Generative AI Will Transform CRM), GenAI may have significant and beneficial impacts on Customer Relationship Management systems and practices. The real question is, however, how effective GenAI could be when it comes to handling various customer-facing tasks? And how easily could it adapt to specific CX applications? Forrester’s analysts surmise that using massive bodies of data and large language models (LLMs), one could achieve better interactions with customers, therefore elevating customer experiences, and contributing to growth. That is to say, as long as certain conditions are met. Besides, when mentioning GenAI and CRM, the analyst group warns that ChatGPT might not be the ideal solution.
GenAI Could Enhance CRM… Under Certain ConditionsForrester’s analysts think that GenAI may have significant impacts on CRM systems and practices. But there are a few provisos—image by Midjourney describing customer journeys and CRM processes automated with IT and GenAI.Providing Better and Quicker Responses to Customer InquiriesIn this report entitled How Generative AI Will Transform CRM, a group of Forrester analysts discusses how CRM could use GenAI-powered chatbots and virtual assistants to provide quicker responses to customer inquiries. Therefore improving response time and overall CX. By analyzing data from customer interactions, including emails, meeting transcripts, and phone conversations, GenAI could apply its ability to surface, summarize, and interpret key consumer insights. This would enhance CRM’s strategic importance by providing more complete data sets and streamlining processes.
Implementing GenAI could possibly change the way CRM agents and sellers engage with customers through CRM systems, the analysts contend. In this manner, CRM agents would have more time on their hands for the more creative and strategic parts of their tasks. Thus, increasing CRM’s strategic footprint could make marketers more innovative. In addition, sellers would also be able to address buyers’ requests for information more accurately. The bottom line is that all that would lead to more customer satisfaction and better Customer Relationship Management, Forrester’s analysts assert. In other words, GenAI would not threaten CX, it could well enhance it.
GenAI Will Revolutionize CRM, Not Erode It
Forrrester
Common GenAI features in Customer Relationship Management platforms according to TechTargetThe Role of GenAI and its effect on CX and CRMAccording to the analyst group, Generative AI’s role is to reshape and elevate customer experiences. Extracting crucial information from Customer Relationship Management records. Providing real-time news feeds, assisting users to prepare for meetings and making effective decisions increasing customers’ trust. By understanding customers’ preferences, companies could therefore create unique experiences across different touch points, from website interactions to targeted marketing campaigns, leading to a more positive customer journey.
AI algorithms can assess leads based on different criteria, making the sales process easier. They can analyze past customer actions to predict future movements. Helping businesses be ready for customer needs and desires. One key application is in chatbots and virtual assistants, the analysts describe, where generative AI can understand and respond to a wide range of user inputs, providing more humanlike interactions and creating a more engaging and satisfying experience for customers.
That being said, Forrester provides a useful comparison table of various LLM models and deliver recommendations accordingly. Thus, while advocating GenAI inclusion within CRM systems and processes, the analyst group also draws our attention to the fact that GenAI isn’t limited to ChatGPT.
Forrester described the differences amongst various generative AI models—image by Forrester Research, Inc.Evaluating the Risks of using GenAI within CRM processes and systemsAs a matter of fact, one should take notice of the risks associated with the use of GenAI and take Forrester’s recommendations into consideration.
A significant concern is the potential for bias in the content, as it may unintentionally learn and replicate biases present in the training data. This could lead to a negative impact on customer perception and ruin a company’s reputation. As a result, one should address biases in training data and potential copyright violations.
The best way to do that is for businesses to assess AI foundations, prepare data, and adopt a human-in-the-loop approach to ensure accuracy, completeness, and ethical considerations in the content produced by Generative AI, the analysts advise.
Organizations looking to implement Generative AI need to make sure they have a data center of excellence. In essence this is no different from any other information system implementation. One could even add that AI, rather than obliterating data quality issues, is making data integrity even more pivotal.
Training LLMS on Proper CRM dataLLMs need to be prepared on CRM data properly to improve the accuracy of analysis and responses to customers. The data needs to comply with privacy regulations. And its history has to be auditable so that it can be tracked in case of issues. The tracking and monitoring of the content automatically generated is a must-have, the analyst group suggests in their report. Ongoing monitoring and regular updates are therefore needed to evolve customer preferences and ensure the system’s accuracy.
We suspect that this will have a substantial impact on the amount of effort put in place in these processes and systems implementation. What will be the outcome on actual productivity gains remain to be seen. Such productivity gains may also depend on the level of knowledge of the CRM agents or sellers concerned. Whereas a beginner might find a copilot to be helpful when it comes to providing faster and more accurate responses, a seasoned CRM agent may be able to deliver better and faster information to her clients due to her field experience that makes cross and double-checking redundant.
In conclusion, GenAI could indeed help organizations navigate the complexities of customer relations in a world where customers are ever more demanding and impatient. Yet, many doubts and risks are paving this way and businesses should tread this new ground carefully while taking into account all ethical, privacy, and communication challenges.
Businesses that want to successfully integrate GenAI within CRM should mitigate such risks deftly and promptly.
About the study This report “How Generative AI Will Transform CRM” was written by Forrester‘s analysts Kate Leggett and Rowan Curran with contributions from Linda Ivy-Rosser, Zeid Khater, Seth Marrs, Christina McAllister, Katie Linford, Hannah Murphy.
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Product Information Management (PIM) systems are a driving force behind a good customer experience. A 2023 survey entitled “Elevating customer experiences with product experiences”, sheds light on how product information can greatly enhance CX. Virginie Blot, Product Experience Management evangelist at Akeneo, gave us her point of view and analysis on that survey.
Place a Product Information Management System at the heart of your Customer ExperienceProduct Information Management (PIM) systems are one of the driving forces behind a good customer experience. A study by Akeneo portrays this with figures – images produced by Visionary Marketing with Adobe Illustrator and Firefly.Web-rooming/Showrooming: What are the trends?Let’s start with Webrooming and Showrooming.
Akeneo’s 2023 B2C study (see methodological note at the end) shows that about 90% of consumers research products online before buying, especially, in-store. Webrooming has been a strong trend for many years and continues to grow.
On the other hand, Showrooming is less common than Webrooming: only 77% of consumers have been to the store to complete their online purchase. Eighty-five percent carry on to do their research online before making their final decisions.
Worthy of note: 71% of consumers order online first and then pick up their product from the store, this is what is called click and collect.
Customers love this ability to switch from one channel to another.
Download the 2023 Akeneo consumer studyIs Showrooming a risk or an opportunity for brands?The strongest brands are distributed on many channels, both physical and digital. This reinforces their brand image. Consumers will see and try out products in one physical store, but then purchase them online. Either way, the brand wins.
For retailers, it’s a different story. If they haven’t opted for an omnichannel strategy (online, in-store, and on social networks), it will become more complicated for them as time goes by.
How is physical retail holding up in the ROBO/ROPO era?In recent times, we have heard a lot about store closures, the reason behind this is that humans are more attracted to bad news. Nonetheless, there is good news too.
For example, DNVBs (Digital Native Virtual Brands), are brands that were directly created as digital, usually on Instagram. Once they have been successful, they will tend to open a pop-up store.
Physical locations are best for building relationships with consumers and sharing more than just products, as well as offering an experience.
On the Champs-Élysées in Paris, I noticed that L’Occitane en Provence had opened at the same time as Pierre Hermé (macaroons, chocolates, and pastry shop). Now consumers are able to come to the store and have a great time tasting macaroons while shopping. It’s a unique experience and a perfect example of how physical stores are reinventing themselves.
Check out Sortir à Paris’ report on the L’Occitane Pierre Hermé store – Photo L’Occitane P Hermé by Sortir à ParisL’Occitane has 3,500 points of sale worldwide, it only makes 16% of its sales through digital channels. Therefore, we must not forget that not everything is digital. It’s a great image booster as it attracts people to the store, but stores remain essential.
Retail: will laggards disappear?The sooner retailers jump on the customer experience bandwagon, the better. It’s never too late to do it the right way. That’s why it’s crucial for distributors to manage their product information to better deploy their omnichannel strategy. By the way, working on one’s data quality is most time-consuming. This is what makes it possible to add new channels. It’s not about technicality, it’s about strategy.
Product Information Management and CX expectations?We’ve been talking about CRM for over 30 years. Today, customer experience is the priority. PIMs have followed the same route. The PIM trend only began ten years ago.
These days, the hot topic is product experience, because marketers have clearly understood that while technical product information is mandatory, it’s not sufficient.
Beyond product features, there is a requirement to display information about the content and all other information enhancing the product experience depending on the customers’ preferred channels.
This requires data engineering.
Even though around 80% of your product’s data is already available, you will still need to adapt the data to each channel so that it meets your customers’ expectations. To that end, the teams in charge of the marketplace, social networks, or W eb channels will need a hand.
What do consumers expect from the customer experience?CX begins with the customer’s first interaction with the brand and ends with customer support. Consumers expect more than just a good product.
Our survey asked the question, “Are you sensitive to environmentally friendly values in brands?” The answer from consumers was loud and clear. Over 70% of them answered that they are sensitive to these values, while 40% are willing to pay up to 10% more for environmentally friendly products.
70% of consumers are sensitive to environmentally friendly brands and 40% are willing to pay up to 10% more for them
Nowadays, an “about us” page on your website is no longer sufficient. Many of our corporate customers are already putting their money into “behind the scenes” product information. Real-time calculation of its carbon impact, researching the factories where it was made, and its traceability, to name a few.
If you buy coffee from some of our customers, you’ll be informed about the history of the producer in the coffee’s country of origin and how direct-to-consumer distribution channels work.
Transparency and traceability are on the agenda. They are what’s going to make a product experience successful and the customer engaged with the brand.
What does product transparency entail?In Europe, an application like Yuka, has had a big impact on how and what consumers buy. Without extensive and up-to-date product information, one cannot meet new consumer demands.
Transparency is a big issue in the cosmetics and food industries as they must follow standards and regulations, and must provide vital information. For such industries, transparency is a big part of the customer experience.
PIMs are changing to offer our customers’ customers better experiences as well as better product experiences, with a focus on transparency.
What’s the current state of Product Information Management use in B2B?We work a lot with B2B businesses. They aren’t like B2C retailers and brands. B2B companies are highly innovative and are eager to provide their distributors with customised digital catalogues. They are very demanding when it comes to new products, and are keen to provide a unique product experience.
Visionary Marketing has designed a dossier on Product Information Management on behalf of Capterra – in this panel, Akeneo’s solution is featured – find out more.Regarding the studyThe study by Akeneo (an international PIM publisher) named “Elevating customer experiences with products experiences” was performed by 3Gem Research. This is the third study of its kind since 2021. Akeneo surveyed 1,800 consumers in eight different countries in 2023. From Australia to Canada, through China, France, Germany, Italy, the UK and the USA. The sample was for people over the age of 18, representative of the populations of these countries.
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How do consumers form their perceived value of a product or service? This is the question that Bain & Company has attempted to answer in a very noteworthy brief published by Harvard Business Review. It opens up a new perspective on perceived customer value, beyond the hackneyed Maslow pyramid. This is the subject of today’s news flash.
Perceived Value: How Customers Rate a Product or ServiceWhat makes customer value? Bain offers a dossier on this subject – image made with Midjourney.Going beyond Maslow’s pyramidAccording to the Harvard Business Review in which this unique article was published:
“Three decades of experience doing consumer research and observation for corporate clients led the authors—all with Bain & Company—to identify 30, ‘elements of value’.”
Maslow’s pyramid reviewed“Their model traces its conceptual roots to Abraham Maslow’s “hierarchy of needs” and extends his insights by focusing on people as consumers: describing their behaviour around products and services.”
Too much is made of the idea that a consumer’s relationship with his or her product is limited to the price. It is true that it depends on the product – image made with Midjourney.The beginning of the article points out that companies often focus on price, omitting other factors. This seems like an easy way out, as “raising prices directly increases profits”. That being said, price management involves many different tactics, as the authors emphasise.
Price is not the only element of customer valueA few years ago, Byron Sharp pointed out the propensity of brands to focus on lowering prices through a never-ending chain of promotions, a harmful strategy in his view, as it leads to margin loss.
However, there are many more things on Heaven and Earth than price, to be accounted for behind this notion of product or service value.
What consumers truly value, however, can be difficult to pin down and psychologically complicated. How can leadership teams actively manage value or devise ways to deliver more of it, whether functional (saving time, reducing cost) or emotional (reducing anxiety, providing entertainment)?
To that end, Bains’s consultants and authors propose a useful infographic. A clearer, dynamic version can be found on their own website.
Bain & Company’s Elements of Perceived Value PyramidPerceived customer value is not just about price, the authors argue. Their proposed elements of value hierarchy from 2015 and 2016 were published in HBR in the same period. A more elaborate interactive version of this pyramid is available on the Bain websiteThe interactive version of the perceived customer value pyramidClick on the thumbnail to see the interactive version of this customer value pyramidWe can summarise the different components of value as follows:
- The elements of perceived customer value that are related to the product’s features. These are the most obvious benefits (a product, a washing machine for instance, relieves you from a chore or another allows you to earn money…). Let’s take the purchase of a folding bike as an example. It has an obvious functional value. In the city, it is the fastest way to get around. Count approximately 12 mph on average for a bike, and 7 mph for a motor car.
- The emotional part of perceived customer value. A product will remind you of your childhood or reduce your stress. Or make you feel better or healthier. Buying a bike to stretch the old legs after work will make you feel great and eliminate unnecessary fat;
Changing Your Life - Yet, your bike purchase could also be a life-changing experience. As it did for me. I ride 3,200 miles per annum and this bike positively changed the way I experience the city. I no longer hesitate to ride across the whole of Paris to go on an errand, if only for the pleasure of getting a bit of exercise. I no longer forbid myself a long detour to go to my favourite shops. Many subcategories exist within this category.
- Finally, a pinch of social impact on perceived customer value. While I’m pedalling away on my Brommie, I also feel that I’m working for future generations and helping to provide them with a more pleasant, less noisy and above all less polluted environment. Well, there’s still work to be done in that department! With my folding bike, I can also travel anywhere in the region and even further afield by putting my bike on the train.
The Influence of Context and IndustriesThrough this wee example, we better understand what the perceived value of a product or service is. We can also relate it to the transformative value described by Joe Pine, he who coined the phrase ‘customer experience’, in our video interview.
And Now, the Ball’s in Your CourtElements of perceived customer value vary according to the product or service or the industry concerned. Buying a financial product has an impact not just on you but on your whole family. When you pass over, someone will inherit your savings, hopefully.
This impact is far greater than that of buying a folding bike. Even though I’m sure your faithful Brompton will be handed to someone else in the family, eventually.
And now, the ball’s in your court. All that’s left to do is to use this canvas to build a proper strategy for your products and services. One that is based on perceived customer value rather than sand.
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Not all customers make up communities, but facilitating communities with your customers at the centre could supercharge your marketing. This is, in essence, what Sanjay d’Humières explained to us in this interview. Sanjay is the founder of RTCX (Real-Time Community Experience), a consultancy supporting businesses with their community marketing. He reminded us, lest we forget, we should always work with our customers to drive a successful marketing strategy. In doing so, Sanjay rightly reminds us, like Jonah Berger (Contagious), that social media makes up only a small portion of word of mouth.
Supercharge Your Marketing With Customer CommunitiesMarketing to customer communities means bringing together engaged consumers around a brand or product, Sanjay d’Humières explains. Sanjay is the founder of RTCX, a “startup specialising in stakeholder listening dedicated to companies and communities”.
Brands Must Focus Their Attention on Their Loyal Consumers
Like it or not, the process of creating a new marketing strategy necessarily involves customers, Sanjay reminds us. Often, we interview them, which is a very important part of the process of creating new offers and new services.
“Brands fear unhappy customers,” Sanjay d’Humières tells us, and they are wrong. I asked Midjourney to show me a crowd of smiling customers raising their hands, but it seems that for AI, customers are necessarily grumpy. Yet it is possible to bring a community of customers together and turn it into something positive.“Brands shouldn’t make assumptions on behalf of their customers, they should value their opinion, then make strategic decisions based on hard facts. That’s how a significant ROI for the brand is obtained,” explains Sanjay d’Humières.
Involving consumers in the marketing process“Consumers must be involved in the whole marketing process,” says Sanjay.
Seeking your customers’ opinions allows them to take ownership of the brand
It is crucial to establish contact between customers and the human beings behind the logos. This is how customers take ownership of the discussion. Often, they do express pride in having contributed to the creation of a product or service.
With a little time and effort – as we spent with Midjourney – you’ll manage to make your customers smile too. So work with your customer communities and thank them for their commitment to your brand!
“Involving customers in our marketing approach is the basis of our discipline, but a lot of brands are afraid of hearing what they have to say,” Sanjay points out.
However, unhappy customers also have important opinions that must be taken into account.
Customer feedback is often focusing on heated discussions on social networks. They only represent 20% of the iceberg, though.
Eighty per cent of customer reviews remain hidden. These people would like to give their opinion but do not know how to do it.
Social media does not represent the entirety of word of mouth
“Many companies rely solely on semantic analysis of social interactions and forget that there are many people who don’t know how to use social networks,” Sanjay points out.
Marketers thus form an idea from what a minority of customers have written or said. It is crucial marketers did away with this approach.
If you don’t communicate properly with your customers, they then vent their anger on social networks, sometimes for no valid reason.
[Jonah Berger, like Sanjay, is convinced that word of mouth doesn’t stop with social media and he gives evidence of that in his book].
How to build Customer communities“Step one is to define what you want to do with this community,” says Sanjay.
The methodology for creating an online community is to recruit people through social networks, using specific keywords related to your brand and service.
Then, the facilitation of this community can be performed in Facebook groups, closed or open depending on the needs. This makes it possible to collect and analyse comments and quotes.
For face-to-face communities and clubs, recruitment is also carried out on social networks, and then brands can gather the participants and explain what they are trying to achieve.
Subsequently, participants make observations, negative, positive or neutral. Proposals are built. Lastly, the brand will decide whether to implement the suggestions from its customers.
If a brand does not implement suggestions from its customers, it should explain why
If it does implement a customer’s suggestion, it must give a deadline and communicate with the participants afterwards. This is how a brand can create a bond with its customers.
Is working with customer communities risky?“Companies that do without these communities will miss out on vibrant and valuable consumer insights,” insists Sanjay.
Consumers are becoming increasingly demanding of the brands they trust.
Disregarding customer communities is a strategic pitfall
There is more and more talk about purpose and sustainability. Consumers are aware of this and all stakeholders need to be involved in the brand’s marketing process.
Does community marketing pay off?Developing brand awareness and images can be very expensive and time-consuming. Communities allow you to develop your reputation at a lower cost.
A pool of ambassadors will speak positively about your brand without you having to invest huge marketing budgets
Word of mouth is the most effective form of marketing. This also makes it possible to onboard new members.
Committed participants who enjoy coming to co-creation workshops will spread the word to others. This will allow new participants to join in.
Why aren’t more companies developing customer communities?The main reason is that instant ROI doesn’t exist with word-of-mouth marketing.
What really matters is the quality of exchanges and insights.
Do less, but do better
“Covid has made things happen,” Sanjay says. 2023 has a lot of surprises in store for us with regard to marketing and mass markets.
The energy crisis and inflation will also have an impact on the way consumers buy, and the way they express themselves. We need to capture all this.
Marketers must understand that they need to do perhaps a little less but to do it better.
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A worldwide survey of 7,000 people highlights the poor perception of customer service by consumers. In Europe and the rest of the world. Fortunately, technological solutions are available to marketers who want to improve their flailing customer service. This survey by CM.com is entitled “Customer Service: When Emotions Take Control”. It could serve as a roadmap for businesses that are keen to improve their customer experience in 2023. Visionary Marketing interviewed Pierre Garrigues, CM.com Country Manager for France, to dissect the survey and collect his recommendations.
CM.com survey shows customer service is a major source of frustration for consumersCM.com’s survey on customer service shows clearly that consumers aren’t really impressed with the quality of service they are getting from their favourite brands.
Disclosure: This podcast is produced in partnership with Ecranmobile.fr and CM.com.
Dutch company CM.com has interviewed 7,000 consumers worldwide. Looking at the numbers, barring a few exceptions, one finds that frustration is overwhelming with regard to consumers’ interactions with brands, regardless of the geography.
CM.com’s customer service survey shows that each interaction between a customer and a brand is a decisive moment in their relationship
A consumer braces for impact before contacting his customer serviceCustomer Service Interactions: Good and Not So Good Vibes“Consumers rarely contact the customer service department of a product or service provider to congratulate them. Consumers mostly contact support for questions about product quality, last mile delivery issues or product dissatisfaction,” Garrigues says.
This leads to rather negative emotions, as the study confirms.
41% of consumers are already irritated when they contact customer service
The study reveals that more than a quarter of respondents ask a relative to contact customer service on their behalf. This tells you how much of an ordeal that must be!
Contacting customer service? Not quite a picnic yet for most consumers. The good news is one third of them seem to be happy!“This survey shows how difficult it is to interact with a brand and get answers to the questions you have,” he says.
With this customer service survey, CM.com lays bare the emotions associated with each support contact channel. Live chat and point of sale (face to face) stand out in this panel. It is also worth noting that consumers view social media and messaging apps positively. Except for the French who don’t seem to use social for customer service. Some regional differences still exist apparently.Consumers’ love affair with omnichannel marketing
Brands need to do away with the old-fashioned ticketing approach
“If you contact a brand using the ticketing method, by email, phone and social networking, you will probably receive three different answers to the same question,” he points out.
The siloed approach to ticketing must be banned according to Pierre Garrigues of CM.comAbove all, one shouldn’t lose the human touch: “Tools are not designed to be natively connected to all available platforms and means of communication,” Pierre Garrigues went on. “Customers should never be likened to a number, they should be identified by their first and last names, purchase and relationship history with the brand.”
Different Channels in Different Geographical Areas“Viber, WhatsApp, Telegram for Asia-Pacific and WeChat allow omnichannel contact and exchange,” continues Pierre Garrigues. They are popular in most areas but some of these channels are unknown in some places. This is the case for Viber in France, Garrigues explains.
“The penetration rate of Viber in France is 4%, vs. almost 40% in Eastern European countries,” explains Pierre Garrigues.
International companies must therefore choose the most appropriate mix of channels. Depending on the geographical area, the age or idiosyncrasies of the customers they are dealing with.
Businesses need to adapt to their customers’ preferred channels, rather than impose theirs
What’s in store for customer service in the future?“The current period and the turbulent times we are going through will naturally force brands to better serve their existing and loyal customers,” predicts Pierre Garrigues.
CM.com’s customer service survey shows that almost half of the surveyed customers had rather change brands after a bad customer experience if the product or service they purchase is worth over €500.These customers are the primary source of revenue and results for the company. It has too often been neglected at the expense of customer acquisition marketing or awareness campaigns.
This will not last. Customer service used to be a low priority but it is bound to come to the forefront in the future
“Some brands have already taken steps towards this change. Omnichannel marketing allows for the collaboration between the customer service and customer acquisition departments. Brands should implement this change for the benefit and experience of their customers as well as their employees,” says Garrigues.
Community management can no longer make do with moderating comments on a social networking page
This survey is the living proof that customer service needs a major overhaul.
Download CM’s survey of 7,000 consumers in the UK, the US, China, Germany, Belgium, the Netherlands and France.
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First party data collection has become more important than ever. With consumer concern and the inevitable demise of third party data, companies are turning to first party data. This not only … Read on
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Make It Personal is the title of Adobe’s latest research on the subject of customer experience. In a nutshell, it concludes that it’s time to put CX stereotypes to rest … Read on
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Companies have been driving a wedge between them and their customers by misusing the personal consumer data they’ve collected. This generates a level of mistrust and has even caused many … Read on
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A sound CRM system is a must-have in business-to-business sales. Which doesn’t mean it’s uniformly accepted by salespeople, who still tend to find it too unwieldy and useless. For good measure, … Read on
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A book on customer experience entitled Punk CX is bound to be entertaining, disruptive and provocative. Adrian Swinscoe made it also very insightful. With regard to Customer experience, frustration is … Read on
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Contact centres might be threatened with extinction. Covid-19 changed digital experiences for businesses and customers to a point that the new normal for contact centres may be no contact centres … Read on
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Customer service in continental Europe is often bad-mouthed. However, best practices in that area do exist. I interviewed Alexandre Oddos, COO at Vocalcom, a French-based worldwide vendor of customer relationships … Read on
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Is France World Champion for Sales? France, world champion of sales? Give me a break… Here is a fun content marketing exercise I thought I’d like to offer my readers … Read on
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Joe Pine is an expert in the world of marketing and customer experience. As one of the men who coined the term “experience economy”, he stresses the importance of creating … Read on
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These are today’s slides for my presentation at the Sugar CRM “acceleration” conference in Paris. I will also deal with “Social” CRM and the integration of barely repeatable processes within … Read on
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This is the third Sugar CRM executive to be interviewed by visionary marketing.com. My first interview took place two years ago with Larry Augustin, CEO and founder of the CRM … Read on
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Social CRM is a hot topic these days. A couple of days ago, I was able to talk to Jan Sysmans, director of product marketing at Sugar CRM in Cupertino, … Read on
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Virtualisation of customer services interaction was quoted by Time (March 2008) as being one of the ‘10 ideas which are changing the world‘. Pascal Levy-Garboua, Director, Business Development of Virtuoz.com, … Read on
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This is a sneak preview into the forthcoming Customer Experience Management opus by Caru, A. and Cova, B: Consuming Experience published by Routledge in London. Customer Experience Marketing (CEM) Book – a … Read on
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