Everyone's talking about Web 2.0 technology these days, but what does all the buzz mean for CRM? We've gathered these Web 2.0 technology news headlines to help you get up to date on the latest Web 2.0 technology news and trends. Also find out what the experts have to say about Web 2.0 and CRM.
|The top Web 2.0 technology news headlines|
1. Web 2.0 technology takes center stage at Gartner CRM Summit: According to expert Paul Greenberg, the customer experience is now the key differentiator in the business ecosystem. Web 2.0 technologies like blogs, wikis and social networking sites are changing the way companies interact with their customers and putting the customer experience center stage. Gartner recommends companies looking to improve the customer experience get started with Web 2.0 as soon as possible.
2. Gartner on Web 2.0 and CRM: Gartner's Scott Nelson feels the CRM market is changing as companies begin to understand what it really means to be "customer-centered" and focus on the customer experience. According to Nelson, Web 2.0 is taking a central role in forward-thinking organization's customer strategies.
3. Customer service on Twitter takes more than software: Frank Eliason, Comcast's director of digital care, has established a group within Comcast to monitor blogs and social networks and respond to them. While Eliason's division is providing customer service, it operates separately from the company's customer service division. However, Gartner predicts that by 2010 more than 50% of companies that have established an online community will fail to manage it as an agent of change.
4. What impact might a recession have on CRM and Web 2.0?: A recession could create a dilemma for unproven Web 2.0 and CRM software, according to experts. "There's two ways of looking at it," says G. Oliver Young, an analyst with Forrester Research. "If you believe that marketing budgets are going to be cut, Web 2.0 tools and social media are some of the newest and least proven tools, so I can easily see those as being first on the chopping block. On the other hand, the tools are cheap and very inexpensive to get up and running. You can create very dynamic, close relationships between a vendor and a customer. That kind of relationship would be extremely valuable in a recession."
5. Customer product reviews more prevalent, profitable: While some Web 2.0 technology may face adoption challenges, Kingston Technology says customer product reviews have quickly improved conversion rates. According to a study by the Opinion Research Group, 83% of consumers say product reviews influence their purchasing decisions.
6. Web 2.0, multichannel tools found lacking in Gartner customer service rankings: Gartner's 2008 Magic Quadrant for CRM Customer Service Contact Centers showed that many businesses are having trouble tapping into the social networking trend. CRM vendors are also struggling with how to make their products more open, collaborative and social-networking friendly.
7. Call center relies on local talent, Web 2.0 technologies: Web 2.0 technology is leading the way at one call center. Customer service representatives at Partsearch Technologies make use of an internal chat room, which is always staffed with a senior service agent who can help them answer difficult questions. Customer service reps also have a hand in maintaining the knowledge base through the use of wiki technology, which lets them organize information and comment on company products.
8. Marketers begin creating social networks: Some marketers have begun creating their own social networking sites to connect with customers. By doing this, the company can bring in an audience, contain them and speak with them whenever they want to, says Rachel Honig, chief operating officer of Digital Power & Light, a digital marketing firm. The Indianapolis Colts is one such example -- the team created a social networking site to capitalize on the popularity of the franchise after a recent Super Bowl win.
9. Who should manage your social networking efforts?: As organizations look for ways to incorporate Web 2.0 technologies into their businesses, many are left wondering who should be in charge of the efforts -- customer service or marketing? For iRobot, maker of the Roomba vacuum cleaner, different parts of the business are monitoring the wider Internet.
10. Don't focus on CRM failure, says Gartner.: A Gartner survey of CEOs found that building closer relationships with customers will be the top strategy for growth between 2007 and 2010. Nelson urged companies to investigate Web 2.0 and social networking sites, which he believes will be one of the biggest areas CRM has ever seen.
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