There’s a customer story behind every statistic

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Get your processes in place, and then you can truly take
advantage of CRM.


It was the theme we kept hearing again and again at the CRM
Evolution Conference in New York City earlier this year. If you’re going to compete, you have to
move beyond just operationalizing your process.


One way to truly improve processes is with more and more
analytics. Each analytic has a story behind it. Why is a certain statistic
going up or down or not changing at all? There’s a reason for that. And what
you’re ultimately trying to do is connect those stories to customers, explains Aaron Cano, VP of Marketing, Operations, and Planning for

FreshDirect
, an online grocery store for
fresh produce delivered to your door.

Watch our interview with Cano for more insight on how to
uncover those stories!

Social CRM: Getting a holistic view of your customers

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Do you know what your customers, non-customers, advocates,
and detractors are saying about you when they’re not talking to you? John
Bastone, Global Product Marketing Manager, Customer Intelligence Industry and
Solution Marketing for SAS may be able to tell
you.

SAS, a legendary statistical giant (I actually studied SAS
programming in college) is trying to make sense of the world of valuable yet
unstructured data that you don’t normally see in a CRM system. They’re trying
to link social media activity to customer activity to help businesses get a
holistic view of their customers.

Almost all of SAS’ clients are huge enterprise companies
that already have tons of people discussing them in the social sphere. They’re
just trying to make sense of all the chatter in terms of who are the
influencers, the advocates, and the detractors. But what if you’re not that big
and nobody’s talking about you? Is there nothing to measure?

Bastone says all is not lost. You still have a domain and an
industry and a certain topic area that’s relevant to you. Start searching for
pockets of consumers who care about those issues.