Marketing
Posted on October 3rd, 2011 at 3:44 pm by Jort Possel
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Theme: Latest Post, Marketing | Tags: Brand management, C-suite, Customer relationships, Four Ps of marketing, Reputation management, Social Media, Stakeholders engagement, Voice of the customer
Social media is rapidly coming of age, as the massive acceleration of social media adoption around the world can attest. More people are taking to their computers and mobile devices to connect with friends, post their opinions and engage in conversations. Therefore it’s vital for business leaders to understand this phenomenon and to prepare their organizations to thrive when customers wield more power and influence over businesses than ever before.
As companies consider their approach to social media, they must first understand the benefits of engagement, as well as the risks of not engaging. For most organizations, social media offers significant opportunities to accelerate their ability to launch new brands, incrementally strengthen customer relationships and drive revenues from existing customers, new customers and new local/global markets. If a company chooses not to engage, it will find competitors rapidly filling the gap—and, potentially, could see its brand and reputation damaged by critical comments that ‘‘go viral.’’
Read more…
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Posted on June 16th, 2011 at 12:13 pm by Angela Gordon
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Theme: Driving Growth, Latest Post, Marketing | Tags: Accenture, customer experience, customer loyalty, customer needs, customer satisfaction, Customer Service, research, Social Media
The Accenture CRM Team recently completed a global survey of consumers to ask about their views and opinions in the area of customer service. In the Netherlands there were 1004 participants in the survey and the results were at times quite surprising! To keep it simple I have selected five key findings that I wish to share with you;
1. Customer service expectations are rising!
Globally, 40% of consumers stated their customer service expectations had risen as compared to one year ago. This figure dropped to 19% for the Dutch sub-set of consumers. Why so much less in the Netherlands…?
2. Dutch consumers are the least satisfied with the most important service characteristics!
From eleven pre-specified service characteristics, Dutch consumers gave the following three (in order of priority) the highest score in importance: ‘having employees who are knowledgeable and informed’, ‘having customer service employees who know my history so I do not have to repeat myself’, and 3rd place was ‘the amount of time I have to wait to be served’. After scoring the characteristics to determine which were the most important consumers then were then asked to rate how satisfied they are with the current delivery of these characteristics from Dutch service providers. On a scale of 1-5 (5 being highly satisfied) the scores are shockingly low;
- having employees who are knowledgeable and informed scored 2.74
- having customer service employees who know my history so I do not have to repeat myself scored 2.42
- the amount of time I have to wait to be served scored 2.44
So the service characteristics that are the most important to Dutch consumers are also those characteristics that consumers are least satisfied with. Odd, don’t you think? Are Dutch consumers not communicating to service providers what is important to them…? Or are service providers just not listening…? Read more…
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Posted on June 2nd, 2011 at 8:28 pm by Jort Possel
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Theme: About Accenture, Latest Post, Marketing | Tags: Fit ondanks kanker, Fit&Fruitig, Gustav Mahler, Hakken Pakken Run, VUmc Cancer Center Amsterdam, work hard train harder, ZAR11, zuidas run
Work hard, Train harder!
Last Sunday was the third edition of the Zuidas Run initiated by Accenture – the premier businessrun event of the Netherlands. With over 2400 runners and 20 partners participating, this year’s businessrun was an even bigger success than previous editions. A large proportion of the runners were made up of Zuidas companies employees, their clients, families and friends.
After the central warming up, and under the sweeping rythm of music blaring the competitors lined up at the start on the Gustav Mahlerplein supported by fans, and watched by the media. With the Hakken Pakken Run 2011, special running preparations and traineeships over the last couple of months by Phanos and Fit&Fruitig at the Zuidas Run trainings center, the participants were ready to compete in the two courses: 4EM and 10EM. For the future ‘Zuidassertjes’ there was the 1KM Kids Run. Read more…
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Posted on May 26th, 2011 at 1:47 pm by Pieter Paul van Oerle
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Theme: Innovation that works, Latest Post, Marketing | Tags: AIA11, AIAMCHT, Digital opportunities, Innovation that works, SIME 2011, SIME Amsterdam, Transparency
Yesterday, May 25th, the very first edition of SIME Amsterdam was held at the historical venue Beurs van Berlage. SIME had previously organized very successful and highly regarded events in Vienna, Barcelona, Helsinki, Stockholm and Copenhagen. Accenture had the honour of being one of the sponsors for this first event in Amsterdam
The SIME conference in Amsterdam brought together some of the most highly esteemed entrepreneurs, business leaders and thought leaders in the field of digital innovations. The goal was to establish a new and sustainable platform to foster growth of the Dutch digital ecosystem.
With vivid titles like Amazon’s World, Innovation at the speeds of life, Re-shaping the media industry and several Masterclasses, the latest insights on innovation, leadership, entrepreneurship and digital/mobile marketing were shared with the audience by the inspiring speakers, including Dr. Werner Vogels, CTO and Vice President of Amazon.com; Founder and CEO of JamesList: Noam Perski; Anil Hansjee, Head of corp. development Google Europe. I had the honour myself to discuss the current state of innovation in the Netherlands, as well as hosting an interactive masterclass in which we discussed what it takes to win the Innovation Awards in 2012. Read more…
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Posted on May 18th, 2011 at 4:02 pm by Jort Possel
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Theme: Latest Post, Marketing | Tags: corporate blogs, Digital Citizen, Everyone CEO, Menno Lanting, Social Media, Thought leaders
Last month Dutch strategist, innovator, social media expert and writer Menno Lanting published his fourth book titled “Iedereen CEO“. In this book one of the main things he discusses, with pragmatic writing and real-life examples, are the changes in traditional corporate organizational structures due to the influence and importance of social media and new technology. The core principe of the book is that in this network era everyone is/can be the CEO.
Months ago Lanting contacted me via Twitter to discuss social media at Accenture and my view on the phenomenon. The vivid discussion led to several published pages in his new book, including an excerpt from page 137: Read more…
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Posted on May 17th, 2011 at 2:27 pm by Jort Possel
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Theme: About Accenture, Latest Post, Marketing | Tags: Competition, Fit ondanks kanker, Hakken/Pakken Run, Heel, Jort Kelder, Suit, VUmc Cancer Center Amsterdam, warming up, zuidas run
Last Thursday was the 2nd edition of the Hakken/Pakken Run, organized as a ‘warming up’ for the Zuidas Run on May 29th. During the lunch break, like last year, many bankers, consultants, medics, accountants, officials and lawyers were competing against each other on the 50m ‘pinstripe’ on the Gustav Mahlerplein. For the gentleman it was required to wear a suit and carry a briefcase, for the women the (only) requirement was to wear at least 7 cm heels.
Hosted by Jort Kelder and supported by hundreds of colleagues, fans and an army of photographers at the finish, the competitors were competing for the grand price of a €500 voucher made possible by partner Suitsupply. Initiator and organizer of the Hakken/Pakken Run and Zuidas Run, Accenture’s Jochem Vollaard was pleased and satisfied with this year’s edition: Read more…
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Posted on April 26th, 2011 at 3:49 pm by AccentureNL
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Theme: Driving Growth, Marketing | Tags: Bank, Financial Services, Insurance, Sales, Service, Social CRM, Social Media
Blog post written by Robert Neumann. Robert is a former blogger on Blogpodium and is a Consultant within Accentures CRM Service Line with a focus on Sales Transformation.
“Social CRM isn’t just another communication channel to market”.
Following-up on my last blog entry, I found a blog about the current status of social CRM and where it could go next: Social CRM at a crossroads? According to the author social CRM evolved from an innovative new tool used by a few companies to a mainstream functionality that practically all companies use (in one way or another). The big question is what to do with it now and how to really create value with this new technology?
The author outlines three main possibilities:
- A new communications channel, used to communicate and market to new customer groups, but doing it mainly from the perspective of the company (and not the customer).
- A new social CRM technology solution, implemented in order to follow the crowd and “have it”, but failing to create real value.
- A way to co-create value together with customers, incorporating the perspective of the company, the customer and their touch points. Based on this understanding value can be created for both parties.
While the author sees the third option as the only one providing sustainable success for companies implementing social CRM, Dutch banks and insurance companies are still very much figuring out which way they would like to go. I do recognize abovementioned options one and two among them, but have not yet seen anything that really goes beyond that.
And this is the step a lot of companies need to start thinking about right now. The emergence and increasing usage of social media and other Web 2.0 tools has dramatically altered the ways in which companies interact with their customers. If they want to make social CRM something sustainable or something more than just the next hype, they need to make it more than a communication channel or another CRM functionality. They need to make it part of their overall CRM concept, something that is fully incorporated in their sales and service strategy. Companies should adopt a “social CRM” strategy.
I’m very much looking forward to the first Dutch bank or insurance that manages to do that. Or, even better, help to develop and implement it.
What do you think is next? What should companies do to respond to these changes?
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On the 26th of May Accenture sponsored, in conjunction with TeleTrain, the first annual Customer Service Seminar. The theme this year was to investigate and discuss the impact of new social media platforms on organizations and their interactions with the customers.
Are you experiencing stagnant customer satisfaction numbers…? Is your NPS score teetering along with no significant improvement? Are you and your management team struggling to find new ways to achieve improvement?
