neil woodcock’s marketing blog

As social media is all about customers, here’s our definition put in customer terms. SCRM is how we…

Listen to what you and others have to say about our brands and service

Help you engage with us, whenever you need to, wherever you are, in ways that are convenient to you

Provide you with the personal experience you [...]

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Much has been written about social media and its rising importance in engaging customers. A consumer’s engagement with a brand can be measured along a continuum – from no awareness, through to early engagement and maybe, if you’re lucky (and clever), onto advocacy. Like any relationship, the strength of feeling will develop and vary over [...]

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How refreshing to have a leader leading from the front and setting the vision for his brand team. In an interview with Advertising Age in April 2010, P&G Chairman-CEO Bob McDonald said that what made P&G successful in the past will not make them successful in the future. He wants to avoid the trap of [...]

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Marketers are working in exciting times.  Never before have we been able to get so close to our customers and engage with them in such a timely and relevant manner.  Harnessed with customer relationship management (CRM), Social Media can deliver financial benefits to companies no matter what sector.  The benefits are centred around increasing ‘customer [...]

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Research shows the relationship between consumer engagement and value to the brand is fundamental to understanding brand health. It shows that for almost all brands, leadership is achieved by winning emotional commitment (adorers) from a small % of the brand community, the high value consumers (HVCs). Small changes in the way these HVCs are managed [...]

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For by far the majority of brands, the unequivocal answer to this question is…NO. At least, not yet.

Results of recent campaigns, some of which are public knowledge and some of which are not, are clear. On-line advertising on social media networks, in terms of product sales, does not return revenues of any significance to large [...]

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You may have heard the stories about HSBC, Wal-mart, Sony, Dell and others being forced to change tack by the power of influential consumers online. If you Google ‘[any brand]sucks’ you are likely to identify disgruntled consumers who have bothered to set up a web presence to talk about the brand or service in a negative [...]

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Having worked in customer management for more years than I care to remember, I’ve never seen such interest from fast moving consumer goods (FMCG) companies in the whole topic of CRM or RM or IM (interaction management).
And it’s not surprising.  The digital world has opened up a whole new posse of opportunities for organisations with [...]

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