Sunday, May 11, 2008

Increasing Customer Influence

Why CRM 2.0?

Well, Ben McConnell has some good examples of the increasing influence of customers on the popularity of brands or products.

These examples show that the Web 2.0 opens new ways to share experience amongst customers and it is therefore extremely important for businesses to 'steer' this experience in order to avoid negative promotion.
What Amdocs calls the 'Intentional Customer Experience' leads into this direction, but a CRM software is not everything needed to achieve this. A proper and well defined CRM 2.0 strategy is the basis which probably requires a re-thinking within the company as well. New business processes won't help, if the corporate culture doesn't adapt as well.

These examples show very well the importance of CRM 2.0 and that it can make the difference of being successful in the new world of the Web 2.0 or being doomed to failure...

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