MyCustomer.com looks back at some of the major developments of the last 12 months and outlines what the CRM industry has learned in 2011.
1. Customer experience is more important than ever
2. The CRM industry is a hive of activity despite the economy
3. Get your crisis communications right or face the consequences!
- Get the facts. Assume the worst – who, what, where, when, how.... Then decide whether you're going with an instant rebuttal or damage limitation.
- Instant rebuttal. The instant rebuttal is an absolute denial that the story is true. Make sure you are right, and remember, journalists often know in general but no-one ever tells them in detail. If necessary, in the case of an untrue report that is actually damaging to your company, you might need to consult with your lawyers and your PR professionals to obtain a retraction.
- Damage limitation. Take it on the chin – take full responsibility, be empathic to the victims, if there are any, and their families and be in control by outlining the problem and how they intend to solve it.
- Lead from the top. The ultimate fall guy makes the statements. We need to know you care. It took Toyota months before the president spoke.
- Communicate. With your staff, with your contact centre (remember, in a crisis, the person that answers the phone is as influential as top management), with your customers and with the media. Craft your message to suit your audience.
- Remember, signals speak louder than words. Tiger Woods, a 'Big Brand' in his own right, hid from the media for days, refused to let police officials talk to him and his wife, not once but THREE times, blamed the media and let the bloggers and Tweeters go wild! The signal? I have something to hide. So what should he have done? Assume the worst – that all the women involved were going to tell their stories. Admit responsibility – just imagine the sympathy vote he would have had if he had appeared after coming out of hospital in front of the cameras, bruised, battered and scarred, and said he was sorry.
4. Big Data is about more than just volume
5. Enterprise feedback is on the ropes! Or not!
6. Businesses are serious about the mobile – but mind the mistakes!
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.