‘Intelligent’ communication’ VS treating customers like Data Sets

‘Intelligent’ communication’ VS treating customers like Data Sets

Scott Cundill, Founder of Majestic3.com, explains that ‘Customer Relationship Management’ is most often defined by the average person as great communication between the brand and customer.  Companies, on the other hand, define CRM as the effective management of customer data – often times missing the importance of effective communication between themselves and their customers – a big problem according to Cundill. Communication which is driven by data, is often of poor quality – this is due to the fact that first, there is an excess of data available, and second, this data is often of poor quality itself. “Customer Relationship Management should be built around great communication. The output of great communication is great customer data. So let communication drive customer data and not the other way around,” says Cundill.
What ‘intelligent’ communication means for the consumer…
By adopting the principles of ‘intelligent communication’, brands will hold off on the ‘sales pushy content’ and instead begin embracing what Cundill calls ‘a culture of content’. “This means that everybody’s role within the organisation, is to look for ways in which great content can be used to communicate to the end customer.” As a result, communication strategies have to change; customer-brand communication will become focused on building relationships, as opposed to simply forcing products on consumers.
“Intelligent communication” is vital for B2B communications, high quality data and POPI compliance…
‘Intelligent communication’ is all-important for B2B organisations. This is because, in business, success relies heavily on creating relationships with other businesses; “…building authentic relationships with individuals within corporations is absolutely paramount,” explains Cundill. He believes that it is ridiculous that businesses seem to be trying to sneakily obtain data, for example, by following consumers around social media, and picking up snippets of data where they can. Data can be obtained by simply asking your consumers – and if consumers are unwilling to answer, it means that you need to work on developing that relationship, “…until it is strong enough that they will voluntarily give you that information.” High quality communication results in high quality data, which lends itself to higher quality communication and the resultant positive communication spiral that ensues. Another benefit of enforcing the principles of ’intelligent communication’ is that it will help organisations with their POPI compliance. This is because POPI regulations are put in place to protect consumer data, and that most problems with POPI compliance come from consumer complaints, therefore if consumers do not complain, companies have very little to worry about in terms of POPI compliance. Cundill concludes, “…first be a teacher, second be an expert and third be a salesman. If we can stop becoming salesmen and start becoming teachers, and start using our expertise in the industry to get out great content, the information will come. The relationships will bring data and the data will then bring the sales.”

‘Intelligent’ communication’ VS treating customers like Data Sets

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Category: B2B