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CRM must be Unified

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As data becomes ever more central to business operations, companies that market with disparate data sets and tools will fail to drive a superior customer experience, writes  JASON BALDWIN, Consulting Director at Acceleration.

In a world where the competition moves quickly and customers expect increasing levels of engagement and service, companies that do not have an aligned marketing technology and execution will reach a capability plateau and decline as the customer experience they deliver falls further and further below customer expectation.

The solution is simple, go to market, company-wide, with an aligned approach to customer experience and engagement driven by insightful data and supporting toolset. However it’s difficult to execute. The reality is that it’s not a single, delivered once solution, it must be seen as an ongoing capability evolution.

Developing a unified approach to customer engagement

Creating a successful CRM strategy using data at the core requires a balanced approach, the need to drive complex multichannel interactions leveraging value adding data (creating the best customer experience) and pragmatically delivering new capabilities to execute with the business.

Creating a successful CRM strategy

1.       Recognise the current reality

Assess your organisation’s current ability to deliver. Look realistically at the current multichannel execution capability; the data supporting campaign execution processes, skills and tools needed. A good test here is the ability for the organisation to adopt a new campaign strategy.

2.       Align business processes and data value with customer experience

Understand what data is valuable to your organisation. It’s crucial to apply the insights gained from your data to the way in which you operate. The focus must be constantly on the customer experience that you want to deliver. Success here depends on having access to the right data and insight at the right time to architect and orchestrate the customer experience. Supporting processes need to be flexible and scalable in order to adapt quickly to changing customer journeys.

3.       Build the business organisation, skills and tools

It’s important to determine and hone the campaign and channel execution processes, then properly align customer and business data with the CRM tools – this is imperative if you are to gain a holistic and informed view of your customers and how this translates to the engagement and experience delivered to them.

The benefits of a unified, data-driven CRM approach

Understanding the data driven engagement capability end to end, from insight and strategy, through configuration and delivery, to reporting, optimization and attribution will allow for the ongoing optimization of the customer experience. The ability to change the customer experience with full knowledge of what the upstream and downstream impacts are (people, process, data and system) will position your organization to adapt quickly. Optimization of multichannel campaigns can be achieved and an improved customer experience can be engineered. It also opens the opportunity to effectively apply machine learning, but that’s for another article!

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Password managers don’t protect you from hackers

Using a password manager to protect yourself online? Research reveals serious weaknesses…

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Top password manager products have fundamental flaws that expose the data they are designed to protect, rendering them no more secure than saving passwords in a text file, according to a new study by researchers at Independent Security Evaluators (ISE).

“100 percent of the products that ISE analyzed failed to provide the security to safeguard a user’s passwords as advertised,” says ISE CEO Stephen Bono. “Although password managers provide some utility for storing login/passwords and limit password reuse, these applications are a vulnerable target for the mass collection of this data through malicious hacking campaigns.”

In the new report titled “Under the Hood of Secrets Management,” ISE researchers revealed serious weaknesses with top password managers: 1Password, Dashlane, KeePass and LastPass.  ISE examined the underlying functionality of these products on Windows 10 to understand how users’ secrets are stored even when the password manager is locked. More than 60 million individuals 93,000 businesses worldwide rely on password managers. Click here for a copy of the report.

Password managers are marketed as a solution to eliminate the security risks of storing passwords or secrets for applications and browsers in plain text documents. Having previously examined these and other password managers, ISE researchers expected an improved level of security standards preventing malicious credential extraction. Instead ISE found just the opposite. 

Click here to read the findings from the report.

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MWC: Next generation of inflight connectivity to be unveiled

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Next week at Mobile World Congress, the Seamless Air Alliance will reveal progress on its mission towards enabling the next generation of inflight connectivity. This follows a significant start for the Alliance, which has seen membership increase five-fold since the first meeting in June of last year. The Alliance has a new research laboratory setup and continues progress through its three working groups, writing specifications for the technology, requirements, and operations.

These developments represent a huge leap towards the goal of making connectivity as easy and enjoyable in the skies as it is on the ground. Appearing as part of the Airbus stand (Hall 6, stand 6G34), the Seamless Air Alliance will reveal specification topics that have been completed and published to its membership.

“The passenger experience with inflight connectivity remains one of the great technology challenges. From Day One we have been determined to deliver on our mission to bring industries and technologies together to make the inflight internet experience simple to access and a delight to use,” said the Alliance’s Chief Executive Officer, Jack Mandala.

“I have been tremendously encouraged by the enthusiastic and committed response we have seen and the widening areas of expertise we can call upon as more and more companies and organisations continue to join us,” he added.

Announced during MWC 2018, the Seamless Air Alliance has since grown to twenty-three membercompanies with more than one-hundred key personnel from across the membership participating in its three working groups, with numbers continuing to increase.

The Seamless Air Alliance was created by founding members Airbus, Airtel, Delta Air Lines, OneWeb and Sprint, and quickly joined by Air France KLM, Aeromexico, and GOL Linhas Aereas Inteligentes and global technology leaders including Astronics, Collins Aerospace, Comtech, Cyient, iDirect, Inmarsat, Intelsat, Latecoere, Nokia, and Panasonic. 

Today, the Alliance is pleased to announce five additional new members: Adaptive Channel, Etihad Airways, GlobalReach Technology, Safran, and SITAONAIR.

“We are extremely pleased to have these companies join and be a part of the companies driving the next generation of connectivity.” said Mr Mandala.

The Seamless Air Alliance will enable travelers boarding any flight, on any airline, anywhere in the world, to use their own devices to automatically connect to the Internet with no complicated login process nor paywall to scramble over.

The Alliance is also announcing the release of a new research study on the economic benefit of standardization on the inflight connectivity market at Mobile World Congress. This report is available for download at https://www.seamlessalliance.com/publications/

The Alliance is moving rapidly towards an expected demonstration of the technology later in 2019 and anticipates massive interest in Barcelona from the whole communications eco-system.

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