When I wrote about dumb companies and smart CRM last month, one surprising concern I heard is that the CRM would be interpreted as spam by customers. The value, however, of smart CRM is that customers consider it relevant and value it.
My definition of spam
What most people consider spam is communications (primarily email but it can be push notifications, SMS messages or even robo-calls) that has not meaning to the user and the user easily sees that. It is communications that is sent to thousands or millions of customers (or potential customers) with the hope that a fraction of a percent will respond to it.One element that does not define spam normally is frequency. I met only get one message from a company (say a Canadian pharmacy selling cholesterol medicine) but because the message is undifferentiated and clearly not written for me personally, I consider it spam. Continue reading “Smart CRM is not spam”
I recently met with a former colleague who has been leading marketing efforts for one of the top five US game companies for the last ten years, and she told me about one small thing they did that has had a tremendous impact on their success and culture. The company has gone from being a relatively small game developer with no external financing to a part of one of the largest, multi-billion companies in the video game industry. What is amazing that over the ten years, the company has not experienced any serious downturns or down-sizing, which in the game industry makes it the exception to the rule.
The secret to success
I was speaking with my colleague about what they do differently that leads to this success and she mentioned how at the beginning of every year they cancel all meetings. Then they start from scratch scheduling necessary meetings. There are multiple benefits to this tactic: Continue reading “Cancel all meetings, be successful”