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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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Welcome to world of 2099

The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.

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Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.

This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.

Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.

As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.

“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”

The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.

“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”

Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.

  •    Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube

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Street art goes electric

Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.

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The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.

The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.

D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.

D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.

“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”

As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.

Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”

Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”

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