Chapter 15 E-Marketing

Feathered Friends is good at out particular CRM facet and that is Sales Force Automation. SFA enables companies to drive sales productivity, increase visibility, and expand revenues with an affordable, easy-to-deploy service that delivers success to companies of all sizes. The salves force solution for customer service gets companies up and running in a matter of weeks with a call center application which Feathered Friends has.

One of the things Feathered Friends lacks which I tend to improve coming in as a marketing consultant is there valued customer experience. Most customers want brand loyalty as much as the firms they patronize want it. Consumers want to patronize the same Web site, social network, and online booksellers because doing so is efficient. Many consumer are "loyalty prone" searching for the right product or service and then sticking with it as long as the promises are more or less fulfilled. Users believe that company cares when they get an email about upgrades to their PDA addressed to them by name that refers to the exact product purchased.

Organization collaboration is key to gaining valued customer experiences. Marketers should collaborate both within and outside the organization. Within the firm, cross functional teams join forces to focus on customer satisfaction to create a CRM culture. Outside the firm, when two or more companies join forces, the results often exceed what each firm might have accomplished alone--whether it is in the distribution channel or a non-transactional-type collaboration.

--Tim McCauley