CRM = Care - Remember – Make Money?

Did it ever happen to you that you received the call or email from the company, you gave them all the information they asked and after some time you had to do it again? Have you ever been waiting for the reply to your email for days, months? Did it bother you? How did you react?

Relationship with customer has the same rules like normal relationship – company has to show to its partner (customer) that it really cares about him. That it listens to him and remembers all the information he needs. That it is here for him 24/7. At least give him the impression that he is the only one, the most important one. If all these goals are achieved, the partner (customer) pays you back and the relationship can last long, maybe forever.

Since the companies are a bit unfaithful, i.e. have many clients, there is a need of well-organized database, where all the data are collected and connected that everybody can use them at the right moment. Because if they don’t, something like this could happen…

No matter who is speaking in the name of the company – everybody should present unified face to customer.

However the simple collecting of data isn’t enough. Everything has to be done for purpose, organized and synchronized according to company’s size and targets. If company manages to do it, its profitability will definitely raise up.

When a big traffic is actually a good thing

Attracting web site visitors is like flirting and dating. Why? First you need to show that you exist, then attract the attention, differ yourself from competitors, maintain the other’s person attention, get his/her loyalty, understand and fulfil his/her wishes, change yourself according to his/her needs entertain, keep providing information about yourself, and so on... The only difference is that dealing with more partners can get you in a serious troubles while raising the traffic and dealing with more web site visitors gets you customers and money.

You have just started great company, developed awesome product, bought a domain and…now you are about to create your brand new website. Yay! But…how are you gonna do it? What should it look like, what information should be provided?

First of all set up your goals and focus on them. What do you want to give to web site visitors? Make them laugh? Lead them to the purchase? Focus on accessibility:  brilliant pictures are amazing only when they fit into the screen of mobile phones, tablets etc. Important audio messages are great but what if your visitors cannot put the sound on? Or they just cannot hear at all?   Don’t forget about robots who crawl into your website – make their mechanic life easier by providing offer the best content, best branded with structural tags such as headings, paragraphs, lists, highlighting.  Don’t forget about SEO because…

…and you don’t want your website to be a dead body, do you?

We know that your designer loves colors, complicated yet sophisticated structure inspired by Tolkien’s Middle-earth. However, don’t forget that people might be lazy…or stupid…and some of them not just a little…

…therefore make your website as user friendly and simple as possible, using clear and energizing design accompanied by short yet powerful texts go along with your goal.

Once you decide what you want the visitors to do, force them to do it and don’t give them too much chance to wander around your website or go away.

The results of all your effort can be tracked – how many people visited your website, where did they come from, how long did they spend on your website, i.e. did they come just by chance when searching for porn? Did they actually purchased? Listen to they needs and adjust your website according to your findings. 

 

Good luck :)

Clients, who are you?

Everybody knows that being at the right time on the right place pays off…and we should also add by the “right” customer… People got really bored by all the advertisements flying around trying to catch their attention, sales men hunting them down etc. Like this….

But using the right segmentation = finding the right group of potential customers that might be interested only and only by YOUR product helps. A lot.

Try to offer erotic toys to an 80 years old. Or luxury car to a single mom. You are not gonna sell anything (if you do, give extra money to your sales men) and moreover you will probably get people very angry… And you don’t want that, right?

Imagine the situation: let’s say you are selling a protein additives. What if someone gives you a homogeneous group of single men between 30-40, who do nothing but go to the gym twice a day and look more or less like this? 

Isn't that great? It is, and it is called market segmentation = dividing the market into groups with similar characteristics… You found the right segment of the market that might be really interested in your product and you decided to focus on it, that’s targeting. Now you just find the right way how to communicate to these guys how great your protein is. Speak their language, try to understand how do they think and what might really attract their attention. Maybe like this? Don't forget we said that your guys were single...

This part of the marketing process is called positioning – try to find the position of your product on the market, distinguish it from others. At this point you are done. Good luck :)

We love on-line shopping

When was the last time you checked your FB, Whatsapp? Or your phone? That you were just checking the time? What time was it then? :)There is no doubt that we are relocating our lives to the on-line world. 

This phenomenon concerns our every days activities. Including shopping. We don't want to wander around the shops anymore, surveys show that most of the Internet users prefer shopping from the comfort of their homes. You can purchase products whenever you want, for the amount of time that you want, interrupt and restart again... You can compare the prices, experiences of other consumers. The advantages are pretty obvious, right?

Wanna run a company, are you about to create a marketing plan or are you just curious? There are plenty of data available online, that show consumers behavior. Yeah, Google knows a lot... And those are just the data that he presents to us. 

We have collected some of the data available. Basically people spend a loooot of time online. That's for sure. Comparing Czech and Portuguese consumer's behavior, (not) surprisingly there are almost no big differences. Apart from expected ones. Portuguese don't plan their purchase - they usually just go and buy. While Portuguese search for offers and coupons and buy right away, Czechs start consulting references, price comparison websites days before the actual purchase.

More findings can be seen in the paperwork State-of-art of ICT and E-commerce in the Czech Republic.