|Please note the following correction:|
2nd paragraph, 3rd line please replace the word "times" with "data" (before the dot)
You raise various excellent points in your article! CRM, as you mention, is about relationships! SA companies must realise that CRM is not about giving something to a customer - but must give something specific to the customer. Something that has value to their customers and not them.
Yet, from my own experience, a company to reach that stage to build such relationships need to have an up-to-date database with all relevant times. I think you will agree with me, the numerous times that companies have not thought fully the whole CRM process & strategy and end up after few months attempting to add more data to existing customer databases. A good database with all relevant data and variables can help companies shape their existing but also future CRM strategy that will add value to both companies and consumers.
Thanks again for your useful article.
This is a very interesting article that portraits the real image of the communication in SA. Poor communication policies exist in all aspects of a business: both internal and external. The majority of SA business cannot deal effectively with a customer complain - poor customer services derive from poor internal communication.
|A very interesting article and highlights the majority of pitfalls to be avoided. However, I feel that there are an additional three major mistakes:|
(a) Create a link between your business strategy and marketing plan. Ask questions to identify whether your marketing objectives, strategies, and plans assist your business to achieve its objectives/goals. Advertising/promotions are not marketing itself but just a part of the overall marketing plan.
(b) The lack of customer targeting and segmentation. Ok, you have the right product (or you think you have), the location, the price, good promotional ideas but to whom you are going to sell? Have you identified your segment (or segments)? Unique characteristics of your target market? does it require product customisation? what about the competition? is your product targeting a niche market? what is your positioning statement? your marketing strategy? your marketing tactics?
(c) company resources and partnerships. As entrepreneurs we usually believe that we can do quite a lot by ourselves. It is crucial however, and from early stages, to form partnerships with relevant experts. At the end of the day, as entrepreneurs we should be focusing to what we know best and at the same time delegate numerous tasks to others.
Dr. A. Michail
Anacalypsis Strategy & Marketing Consultants
Country Director of Global Marketing Network (GMN) in South Africa
|An excellent Part 1 & 2 so far and thank you for sharing your knowledge and expertise.|
I would like however to add, and for providing an overall view of marketing communication strategy, the need of comms plan that integrates all the tools available to marketers.
No doubt email has changed the way communication has evolved and assisted Loyalty Schemes to generate revenue (in accordance with additional media).
| [Education & Training] Global Marketing Network, the Global Accreditation Body for Marketing Professionals, has announced Anacalypsis Strategy & Marketing Consultants as its Country Director in South Africa.|