Tuning in to CRM
I’ve met myriad customer advocates in my many years of covering CRM strategies. Fervent in their belief that customer centricity can make a significant impact on the bottom line, they are evangelists for the customer cause both inside their organizations and in the broader business landscape. Of course, Don Peppers and Martha Rogers are two you know well. Their one-to-one approach has transformed the customer strategies of countless organizations.
There are many customer advocates whose voices may not have carried as far just yet, but have made no less of an impact in their circles of influence.
Like an Oscar-winning actor’s lengthy thank-you speech, I could spend pages noting the many wonderful and influential people I’ve had the pleasure to meet, interview, and partner with over my nearly 20 years in the business. But today I’m going to focus on two: Brent Leary and Michael Thomas.
What makes Leary and Thomas stand out to me (aside from the fact that they’re simply terrific people), is that they “adopted” a market segment that many have ignored, and are trying to educate that segment – small business – on the profitability of a well-planned, well-executed customer strategy. Although they’re not alone in addressing this market (on the technology side, just think how many SMBs use ACT!, for example), they are among the most vocal customer advocates educating this marketing.
Why write about them now? Well, in a few weeks 1to1 magazine will announce our 2007 1to1 Customer Champions. Generally, the executives we select as 1to1 Customer Champions tend to be a key voice of the customer in larger organizations, many of which are well-known brands. We’re honored to recognize these stalwart customer advocates each year. But we also know that Champions can be found in any size or type of organization, at any level, and in any role.
So with our 2007 1to1 Customer Champions, we’re ringing in a new tradition: Everyday Champions. Our staff will nominate Everyday Champions – people who go out of their way to make the customer experience, whether B2B or B2C, a unique and memorable one. But we hope that you’ll nominate them too.
On the B2C side, my nomination is a secret – for now. You’ll have to wait until the April issue comes out to see who it is. (Cut to suspenseful music…)
On the B2B side, my choice for our inaugural Everyday Champions is Leary and Thomas. Since I’ve known them, they’ve been enthusiastically and tirelessly spreading the customer gospel. They’re active in the CRM Association (both are officers), they’ve partnered with government agencies and CRM vendors to create educations programs on CRM for small business, and now they’re partnering on a weekly radio show also targeted to small businesses that not only gives CRM tips and insights, but features interviews with such heavyweights as Chris Anderson (The Long Tail), Geoffrey Moore (Crossing the Chasm), and Michael Gerber (The E-Myth Revisited).
Once our April issue hits readers’ desk, we’ll officially launch our Everyday Champions program online (as well as spotlight one Everyday Champion per issue in the magazine). In the meantime, please take a moment to nominate your own Everyday Champion. Is it a barista at Starbuck’s or a salesperson at Nordstrom or perhaps your local dry cleaner or gas station attendant, or maybe it’s a sales or service rep at a B2B supplier? Who is it that inspires you to go back to an establishment again and again? Share your story with me via email or post it here on our blog. You’ll be glad you did!
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