All_Councils

Don’t Leave Your Customers Stuck on the Runway

Jet Blue is still recovering from their fiasco a couple of weeks ago. Meanwhile, they have taken many steps in the right direction toward rebuilding their customer relationships. 

But questions still remain. Can any amount of ‘CRM’ convince those stranded travelers to get back on a Jet Blue flight again?  Did Jet Blue do enough to make amends, or could they have gone further?

Tough questions. But in my opinion, we can all learn a few lessons from Jet Blue:

• Everyone in an organization needs to be bought into CRM as a central part of a company’s philosophy.

• Employees need to be reminded that customer service is everyone’s job – and empowered to act. With the right training, a ground crew member or another Jet Blue employee could have helped out in that situation and left Jet Blue looking good in the eyes of its customers, not bad.

• To rebuild damaged customer relationships, company leaders need to become highly visible quickly and say the right things. How many CEOs would apologize the way David Neeleman did? 

• Learn from the experience. Unless company leaders pull a problem apart to find out exactly what went wrong, there is no possibility to develop contingency that can prevent it from happening again.

Josef Katz

CRM OpCom 2/14/07 Meeting Notes

Attention OpCom Members
Please review the following notes from our last meeting.  Feel free to notify everyone of a comment or edit via the Comments tab below.  We will make changes as needed.  Thank you.

Dave Rinaldi

MINUTES

 

The DMA Customer Relationship Management Council

Operating Committee Meeting

Wednesday, February 14, 2007

1:00PM – 2:00PM EST

OpCom Members in attendance:

Bart Foreman

Jeanmarie Gelinas

Josef Katz

Bill Lipman

Greg Osenga

John Stevenson 

 

OpCom Members not in attendance:

Brian Baker

Dave Rinaldi

Riccardo Zane

 

DMA Staff in attendance:

Diane Kaminskas

Tatiana Rios

 

I. Welcome/Opening Remarks

· Everyone was welcomed to the call

 

II. Programming

              · DM DaysNew York

                    – Bart submitted a proposal and will call the DMA to fill in some of the missing                                                     information

- Jeanmarie, Josef and Bart will be attending

               · DMA07 Event -Chicago

- Presentation Ideas – asking everyone to give thought on a dynamic topic

o Why CRM matters now more than ever?

o Success stories with CRM

- Networking Breakfast – speaker for the breakfast – Jeanmarie has a contact

o Tatiana suggested to hold the event Tuesday

                                             a. Should we tie in with another group (Analytics Council) or do it alone?

                                                                           i.  Good idea to join with another group and open up the                                                                                          whole networking field

1. Propose the idea to the Analytics Council

· Everyone should try and get the best speakers possible for the event

· RFPs for DMA07 – Council Sponsored Sessions were due on February 12^th. The council can send in 4 RFPS that they would like to see sponsored by the Council

· February Webinar – haven’t seen any information, no one from the OpCom is registered

 

III. Blog

· Really only one post in the last month

· Not much activity

· Look into adding the link elsewhere on the DMA page

· Maybe send out a reminder or relaunch email to the council and have all inquiries go to Diane so that she can provide them with a typepad invitation

 

IV. Membership

· 60 members

- look into why Bart and Josef are not on the membership report

o Update – Bart and Josef are on the membership report, it was just a matter of linking their accounts with the CRM council

· sent out 45 personal winback campaigns today

 

V. Action Items

·  Publicize the blog as much as possible

 

VI. Upcoming Meetings

      1^st Wednesday of each month at
      1:00 PM EST
       · March 7, 2007

 

 

Who is responsible for CRM?

I am sure you all heard someone say I tried a CRM program and it failed.  Most of the time these companies were jumping on a buzzword bandwagon looking for a quick fix to a sales or business problem. They may have even purchased fancy technology but they were not bought into the essence of CRM.

What is necessary to implement a successful CRM program?  Is CRM a marketing, sales, customer service, technology, or executive role?  Does a company need to buy into CRM as a philosophy or can a program succeed as a marketing tactic?  Do you need an internal corporate sponsor to champion the cause? What does everyone think? 

Let's get the conversation started...

Josef

DMA '06 - notes from the field...

Eyewitness account of the DMA analytic meeting?

Media

Quick survey - please share the various media you are using to communicate with your customers.  I'm confident that we have print covered, but how about targeted cable, satellite, cell phone, blogs, etc...  In addition, does anybody use media outside of print for acquiring new customers?  Has anybody experimented with targeting to specific cable zones or perhaps out-of-house electronic billboards?

G-Mail Concerns

I have a definate concern about G-mail and it's approach to e-mail marketing.  Our clients spend good dollars to promote their brands and we develop some powerful creating messages and offers, only to find that Google takes our brand offers and puts competitive brands right next to them in a sidebar.  In other words, the competitive brand is getting instant exposure with our client's customers.  I'm crying foul.

This is somewhat like the Catalina Marketing couponing scheme in supermarkets - the old buy to deny strategy.  That seems to be fading and I never thought it was very successful because the customer already had the product in her shopping cart before the competitive coupon was issued.

G-mail delivers a potential competitive brand punch before the reader can move on.

Thoughts?

Bart Foreman
Group 3 Marketing

Leveraging Data for Customer Management & Retention

On Thursday, October 12, 2006 at 1pm (Eastern), The DMA CRM Council will host a Virtual Seminar, Leveraging Data for Customer Management & Retention.  This session is co-sponsored by the DMA CRM and Financial Services Councils. 

This seminar will take you through a virtual case study of RBC Centura Bank, the U.S. subsidiary of Royal Bank of Canada.  Go behind the philosophy and explore the sophisticated methodology RBC Centura Bank created to leverage its customer performance management system.  Learn how RBC addressed four core components of CRM - Penetration, Acquisition, Efficiency and Retention - and successfully applied their unique CRM approach with dramatic results across all measures.   

Add to the discussion here on the CRM Blog, then come back after the session to post your thoughts, comments and continue a discussion with your peers that will help you apply this methodology to your own customer populations. 

To register for the virtual seminar, or to learn more, please visit:

http://www.the-dma.org/councilevents/crmaugleveraging/

Looking forward to the discussion.

Rebecca Bailey

Seasoned Retail CRM Creative Director Available

Due to a widespread reorganization at one of my large retail clients, a talented CD wants to know if members of the CRM Council may have some recommendations on retailers who are looking for someone with extensive experience in creative direction of customer relationship management programs.  If you have any suggestions, please respond under Comments below.  If your company would like to review this person's credentials, be sure to include your email address and I'll connect the two of you.  Thank you.

Dave Rinaldi
Customer Communications Group
dave.rinaldi@customer.com

Welcome Friends

It's finally alive.  Anyone who has kids knows about the birthing process.  We invite you to get involved.  Ask questions.  Offer feedback.  Put your left and right brain to work analytically and creatively.  CRM covers a lot of marketing territory and there is so much new out there we can all help each other be smarter and the brightest ones in the DMA.

I certainly hope that you will make it west to DMA06.

Bart Foreman

Experimental Design Software?

We are looking at purchasing StatEase software to assist in experimental design.  Does anyone have any experience or words of advice regarding this product or others?  Specifically, flexibility with mixed models.

Thanks!