MyCustomer.com looks back at some of the major developments of the last 12 months and outlines what the CRM industry has learned in 2012.
1. Lots of talk about Big Data, and lots of confusion
2. Procurement power shifting from the CIO to the CMO
- You both love new tech toys and like to show them around – so start a lab project where you can self-support your habit
- You both suffer indiscriminate budget cut backs – so use the gold running through them there pipes to prove you handle assets and investments, not discretionary expense line items.
- You both rely heavily on good technology decisions to deliver value to the business – but do you have a shared definition of what makes a good technology decision?
- You are heavily outsourced and now rely on a stable of providers for your success – do not let purchasing dictate those choices or manage those relationships.
- Everyone is a self-appointed expert in your field so you have doors outfitted with huge suggestion boxes – design some common tools that help you assess and objectively evaluate all those incoming ideas, so you know if they’re just plain crazy and their time will never come.
- You probably both report to the CEO or a leadership team member high enough up in the organization that your eyebrows regularly catch on fire – well go higher for your inspiration – and do it together.
- If there’s one thing in the way of true innovation it’s that old adage – ‘if it ain’t broke, don’t fix it’. Go break some rules. Get ready to fail early and often. Who’s going to question two senior executives who back each other up with the right cover story?
3. Businesses get serious about multichannel strategies
4. CEM becomes the new CRM
5. Tablet marketing takes off
- Take full advantage of tablet capabilities by creating a rich experience that extends beyond website capabilities.
- Find out what time of day your users mostly access your tablet apps/site and accommodate these usage patterns. Tablets seem to be used primarily in the evening. This may well guide a tablet strategy that incorporates more rich media since users are more at leisure and will spend a longer time on your site or app with fewer time constraints.
- Create a marketing experience that builds an audience for your tablet investments by promoting your tablet interaction on your website, social media, mailings and any communication channel.
- Accommodate concurrent use, knowing users may well quickly go from other devices to tablet
- If applicable, provide geo-location sensitive interaction to tailor the experience for where they are and take advantage of local activities and promotions.
6. Email makes a comeback
Is there really still a place for email marketing in 2012? Amazingly, a raft of studies seem to indicate that email marketing has experienced something of a renaissance this year, as organisations became more disciplined with their practice.
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.