Meet Customers Where They're At
Once we've established a client relationship, one of the questions I have traditionally asked my customers is, "What's the best way for me to keep up-to-date with you and your needs?" My customers' responses have varied:
- Weekly conference call
- Skype
- Mobile
- Come by their office once a month
- Meet up with them at industry conferences
- Call them on their cell phone Thursday afternoons at 4:30 p.m.
- Hand off to a colleague / subordinate who will be handling the relationship
- Send reports and wait for them to contact us if they have questions
One size definitely doesn't fit all. And for better, or worse, the telephone seems to be the least preferred method of communication. I have regularly heard executives (who don't have an assistant) admit that they simply don't answer their desk telephone and let it roll to voicemail, which they check intermittently throughout the week.
Keeping Up With Customers: The Roll of Social Technology
A March 2010 report from The Altimeter Group entitled, Social CRM: The New Rules of Relationship Management (view entire report embedded below) explores how companies are approaching Social CRM initiatives. The report finds that companies are unable to keep pace with the rate at which customers are adopting social technologies. The recommendation, given that it's a slippery slope, is that organizations need to adopt an organized approach to social. Companies that are overwhelmed with the fast-paced frenzy of social need to take a step back and evaluate how to move towards more mutually beneficial and meaningful interactions. 
Executives need to decide on a strategy for keeping in touch with customers. Embracing social is becoming increasingly important, so organization leaders need to decide on a plan of action. Strategies will vary, depending on many factors. But one thing is for certain, social is here and it's hot. Ignoring it won't make it go away.
Like many IT issues, implementing a proper social strategy may require bringing in an outside expert consultant. Partly because it is relatively new, there is a lot of hype. Keep focused on addressing core business challenges, and resist chasing after technologies for technology's sake. An outside consultancy may be able to help your organization streamline efforts to integrate a consistent, authentic Social CRM strategy.
How Does This Relate to Marketing & Sales Convergence?
I continue to try and tie these issues back to how they affect marketing and sales, working together. While a Social CRM strategy is vital for much of the organization, marketing and sales have another unique opportunity to work together and meet the customer where they're at. Sales needs to remain as customized and tailored as possible, when it comes to communication, respecting their customers' wishes. Marketing needs to take its lead from sales, ensuring the highest value of communication.
