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Showing posts from April, 2021

Ecosystem Play - One Game at a Time

It is not that uncommon that a software company creates new software based upon customer requirements. Actually, this is the way things should be done; not exclusively, but to quite an extent. Now, there are few software vendors who are truly independent. Most vendors are, and need to be, part of one or more other vendor ecosystems. This is simply a matter of scale, as there are only a few vendors who have the size and market power that are necessary to surround themselves with a good number of customers, ISVs, system integrators and other partners. And the number of these ecosystems is rather shrinking than growing.  What this means is not that these few companies can implement and deliver what they want, but that the other ones need to carefully check two things. First, which ecosystem(s) to belong to, be it one or more than one. And as the CEO of 3CLogic, Denis Seynhaeve in a recent CRMKonvo said: It is important to choose wisely, which ecosystem to commit to. One of the fundament

How to do Customer Journey Orchestration

Customer Journey Orchestration is one of the hottest topics in the CRM/CEM/CX area right now. And it is a bigger one than you might think. It involves thinking about ecosystems, actors, outcomes, interactions, jobs-to-be-done and much more. To get into the thick of it, we wanted to talk with someone who really knows this topic from the inside out, and is independent at the same time. This person is Dr. Graham Hill, who has advised numerous companies across the globe for over 30 years now. As said, Graham knows his stuff and is a recognized thought leader in customer experience, interaction optimization and journey orchestration. So, let us hear what he has to say! Spoiler alert: You will not regret it! Join us in the discussion with Dr. Graham Hill, who has a keen eye on this topic from a services dominant logic point of view. Attend, participate, engage. You will not regret it. Really!

The history and trajectory of CRM - an expert view

CRM, in various incarnations, has been around since the 90s. If one counts in contact managers like Goldmine, then we are actually talking about the 80s. Some consider it a strategy, but whether it is or not, is a discussion that has been closed long ago. Still, there is a lot going on. And I mean a LOT. So, it is time to talk to someone who accompanies the industry since it was immature, someone who also contributed to shaping the industry and some of the solutions around. So, we reached out to Volker Hildebrandt. Volker is a fountain of information about where it comes from and where it is heading to. So, if you are interested in the current state of affairs and in the trajectory that the industry is likely to take, then listen in. You will not regret it!

How to not manage your customers' journeys

It is time to talk about customer journeys and customer journey orchestration. Again. The theme of two of my recent articles has been about customer data. First, in my article Why you don’t want a 360-degree on the customer I rubbed the coveted 360-degree view on the customer, which is utterly meaningless as a contextually relevant view on the customer is required to take any decision or action. Then I followed up with the view that a customer data platform (CDP) is not an end in itself but a means to an end. Actually, two ends. They are engagement and experience. Back in the day when no one talked about CDPs I wrote in a guest post There is no customer experience without customer engagement to Paul Greenberg’s ZDNet column that a well-orchestrated CRM system sets the foundation “ for every meaningful and relevant engagement, proactive (company initiated) as well as reactive (customer initiated), which covers all communication/engagement channels, and an increasing number of po

Only Is a Great Word in B2B Customer Focus

  This post is a guest piece from Richard Rosen , CEO and founder of Fastcall, a Salesforce CTI vendor and one of my clients. I was talking with Rich about customer focus for focused businesses in a crowded market, and our talk drifted into how limits aren’t a bad thing. Our chat was fun. It was deep. Quotes from the Tao Te Ching and/or a Star Wars prequel may have been thrown around, and I didn't want to keep it private. To that end, I asked Rich to turn it into something applicable to other business readers. Fastcall is my client and it’s my job to show its strengths, so of course it’s the example in play here. But Rich presents a much-needed perspective whether you’re a user or developer of business applications. I turn things over to him now. Representing your brand as an owner requires a tricky balancing act in an industry where integrity and thought leadership are highly valued. You want to attract new customers and shout the qualities of the product, of course. But that’s

How to create customer experience with blade technology

Starting with the concept of blades we went across a number of different topics related to customer experience with our guest Denis Seynhaeve . Denis is the CEO of 3CLogic , a company that is dedicated to 'pluggable' contact centers in the cloud, helping organizations to provide good customer experience via voice technology. So, naturally a number of questions arises. What is blade technology (hint, it doesn't have anything to do with the blade runner but is closer to the blades used in data centers ...)? How does this technology contribute to a customer experience? Why choosing AWS and not another hyperscaler - or run out of own data centers? And, first, and foremost: Why the concentration without exclusivity on ServiceNow? Here, Denis clearly has a strategy that differs from the one pursued by Richard Rosen of Fastcall , who has an exclusive focus on Salesforce. And, last but not least the fundamental question: How to choose the right ecosystem to play in, if one is not