Posts Tagged ‘Customer relationship management’

The cool Mr. J. P. Gownder (@jgownder), Vice President and Principal Analyst at Forrester Research hit the spot on his blogg the other day in an article about converting tablets into the ultimate sales tool by integrating Augmented Reality in to the process.

I have for a year been involved in a very similar solution to the one Metaio have developed for Mitsubishi Electric Cooling and Heating. The scope is simply to provide the sales reps from a national brand installing large scale cooling equipment into industrial sites with iPads that in an instant can demonstrate the buyer or other stake holders such as the architect how the ready made solution will look like fitted where it is suppose to be.All by using Augmented Reality.

For the ever growing Home Depot style sector, the technology is the next logical step, for both customer used apps and/or sales rep apps, that in a world of tight margins also can include direct access to daily fresh price lists, CRM etc.   As Mr. Gownder concludes, the gains are several:

  1. A richer customer experience during the sales cycle.
  2. Allayed fears among buyers who worry what the units will look like.
  3. A faster sales cycle, performed on site.
  4. Higher close rates and revenues.
  5. Lower printing costs for sales collateral.

To Mr. Gownders Article

Closing in on 2014 a majority of businesses still handles Social Media poorly. Due to two stories that came to my attention yesterday I wanted to touch upon the subject yet one more time.

The story goes something like this: A flight attendant lets the captain know that one of the passengers complain that it is too cold in the first class cabin. The captain responds, how many Twitter friends does she have?

First up, the Swedish post code lottery #PostkodLotteriet (Webb)

Background: They got scrutinized by one of larger swedish news papers (SvD), The news paper wanted the CEO to respond to several critical questions. The CEO, to make it easy on him self, instead appeared in a competitive paper that had not made the same accurate research.

Yesterday the pressure to appear in SvD increased further resulting in that the CCO and other employees of the Post Code Lottery on Twitter started their own campaigns, criticizing the journalist and looking to persuade her to settle for a written statement etc.

Lesson learned:

  1. Always have a clear sender, never private accounts,
  2. Always answer the question in the forum where the question originated,
  3. Use Twitter mainly for CRM, NOT for pointless campaigns

Note: The Post code Lottery has obviously not learnt this lesson as they carry on also today.

In a local news paper yesterday it was revealed that a waiter during a dinner had said something inappropriate to one of the guests. Five years ago the incident might not have caused anything more than a comment from the guest to his pals at work the day after, now 5000 people shared the incident on Facebook. Obviously highly embarrassing for the owner of the establishment.

Few if any business uses social media for anything but outgoing communication, typically spam like messaging.

In a world where everyone is connected and where a customer might have more readers than an average local newspaper the importance of a social media strategy cant be neglected any longer.

twitter-logo-hashtag