November 20198 BY RICO VALDEZ, DIRECTOR, CUSTOMER RELATIONSHIP MANAGEMENT, AXA PHILIPPINES (EURONEXT: CS)I still remember when my sister gave birth to my first nephew (the first in the family) a little over 2 decades ago. Just like any first-time uncle, I was "nervcited" to find out if he is healthy, how he looked like, how my sister was doing and wanted to let her know that we are all happy for her. Milestones like this are always made more special when family is around to show love and support. Unfortunately, during this time, our only means of communication was thru a public phone. The only time that I got to congratulate my sister was when she came home. Although I know my sister felt how proud we were of her, our messages would have been more meaningful had she heard it closer to the time that it happened. In recent years, when friends and relatives want to share life events, you get to know about it and send your message of joy, support, and appreciation in an instant. The technology that paved the way to instant messaging and social media allowed us to timely connect with people each time stories are shared. These platforms established itself as a medium to share the latest updates, stories, and interests of users. For businesses, this can be a rich source of information that can be leveraged on to anticipate needs of their customers who are most likely users of these platforms.Now, imagine the situation of my sister happening to selected customers of businesses. With the right information base, tools, and techniques, any business should be able to pinpoint these customers. Wouldn't it be a good relationship-building move to send your customers relevant and timely material during milestones in their life?Being in the CRM profession for almost 21 years (almost the same age as my nephew)and fortunate to practice it in different industries, I've reached the conclusion that the 2 basic needs of a successful CRM are industry agnostic.1. Access to data sources that contain the most recent updates about the customer and2. Having the capability to process information, uncover moment of truths for each customer and proactively act on it.Allow me to share my definition of a successful CRM. For me, it is a state of an organization's maturity to Rico ValdezKEYS TO SUCCESS WITH CRMIN MY V EW2
< Page 7 | Page 9 >