Category: Leveraging CRM Data for Profits
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Watching the Charming Charlie comeback
Charming Charlie is reviving. Social media has been activated. The new store locations have been announced. A new web site collects together all the positive press that founder Charlie Chanaratsopon has had in the past, but the e-commerce web site is not available yet. The projected launch date for both physical retail and online sales…
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Sustainable scaling: the growth pattern for the rest of us
The idea that profits fund growth did not used to be so unusual. At its heart, sustainable growth in based on a deep understanding of customers and how to help them succeed. Successful customers invest in the suppliers who got them there. Quartz: The fundamental problem with Silicon Valley’s favorite growth strategy, 2019-Feb-5 by Tim…
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Quantifying loyalty goals and profits isn’t easy but the ROI is phenomenal
If our business goal is to sell as much as possible without paying any attention to profit margin or operational expense, we will soon be out of business. Identifying our best customers, figuring out how to nurture their business, and training our people to maintain the relationships, those are the strategies that make our business…
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Why lead generation is hopeless, but good business is not.
When I explain to business people that I build marketing databases, they usually respond by asking, "Can you give my any tips for generating leads?" Actually, I have quit framing my work that way, but I still encounter so many people asking "can you help me find new customers?" I have started to reply that, "I can…
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Relative importance of CRM as a marketing technology
CRM technology is a given at most large companies these days, and it's often used as a data repository instead of a marketing tool, so no return on investment is expected. Good SEO and content marketing will bring in new customers, leading to increased revenue. Understanding and using the data in our CRM tools will…
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To add new loyal customers, make sure your web site’s personas are fresh
We know our web sites are most effective when they are regularly updated, but we may overlook an important reason to update: a new category of customer. While we may find a few exceptions, we generally want to expand our market to new categories. And the easiest way is to keep an eye out for…
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Comparing CRM software and platforms
For many of us owning and operating enterprises, the process of selecting and maintaining a customer relationship management system is full of anxiety. We have hundreds of software products and platforms available. Figuring out which system is the 'best' is like buying a home for your family. Except that picking the wrong CRM can damage…
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Using Customer Data to Find New Profit Streams at Fox Networks and American Apparel
When I started my marketing career as an account executive at Ogilvy, we focused on advertising campaigns, but I was quickly drawn to direct marketing, starting with the mailings which Compaq was sending their customers. I enjoyed analyzing the data we gathered. When I left Ogilvy for Service Corporation International, I was thrilled to discover…
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