An A to Z of eCRM - L

L is for Loyalty

I think I would be happier if it wasn’t called Loyalty .I am much happier with Rewards schemes.

In my opinion most ‘’Loyalty’’ Programs are actually cross-sell up-sell schemes based around often very clever data insights – and there’s nothing wrong with that. But some are just based on really really simple infrastructures...a credit card size piece of paper!

There are two elements to Loyalty – Behavioural and Attitudinal. Loyalty Programmes really focus on the former, although they may have an impact on the latter. And the use of data is the clever bit that marketers need to focus on to make these Behaviour Loyalty Programmes work.

And of course, part of the insight gained from the data is also an understanding of where and how the customer wants to hear from you. In today’s world of the savvy customer, brands need to engage on the customer’s terms, whether that is via email, social or face to face.

If you want real loyalty, which I think is built on Attitudinal Loyalty, then you have to win the hearts and minds of customers at every single (e)CRM touch-point and beyond.

An A to Z of eCRM - K

K is for Klout

OK, I cheated there, K is for Clout

By Clout, I mean the ability to influence – the ability to make people do things, think in a different way and the number of people that influence reaches.

Of course Brands have clout, individuals have clout, and communities have clout.

Part of successful eCRM is to understand where these spheres of influence exist and how they operate and to engage with them. But remember, engaging them is not the same as selling to them. By trying to control the conversation with 100% selling messages you will lose all credibility. 

And of course lets not forget that Consumers should have clout with you. Not only in terms of expecting great customer service, but also in terms of influencing your product development and the way you communicate with them.

But sometimes it is just about being there for your consumers.

An A to Z of eCRM - J

J is for Johnson...Lyndon B. Johnson, the American President to be exact.


LBJ used to say that “every handshake is worth 250 votes”.

Nothing deepens a sense of loyalty more than when one feels they have a one-on-one connection with someone. That’s why fans attend rock concerts or brave the winter months to watch their favourite football team – there’s a sense of atmosphere and involvement that can’t be gained any other way.

And whether its B2C or B2B, sometimes it needs to be more than just an email or a mention on Twitter. There's a time place for different media. You might research a car purchase on forums and on the brand website, but nothing can replace the test drive, or the moment the keys are handed over the day you take delivery.

Good eCRM carries on from the email through to the online experience, all the way to the evening when the delivery driver hands over the bags with your groceries.

An A to Z of eCRM - I

I is for Integration

Integration of course means having a consistent message through each channel by actually deciding what eCRM is there to do for you. Does your eCRM fall into the PR, Marketing or Customer Services camps? Or all of them?

I’m a big fan of having a Big Idea that can be conveyed across different channels, as long as we remember that the channels have different strengths and weaknesses and that the customer might want different things from different channels depending on where they are in the Purchase Cycle. 


And remember that even in this 'On-line' world, the majority of commerce still takes place off line, so your eCRM needs to be consistent to what happens when the customer visits the bricks and mortar!

An A to Z of eCRM - H

H is for Harry - Harry Caul

Harry is the character played by Gene Hackman in the film The Conversation.


It’s all about trying to understand what the content of a conversation is. Harry uses every tool at his disposal to get snatches of information to piece together.

Seems similar to what we try to do as marketers, trying to make sense of all the data we collect to create that Insight Masterpiece on our customers.

A word of warning – you’ll never get a complete picture, and if you want to wait until you do before you take any action you’ll never make a move. Sometimes...good enough is all you need. 


( although in all fairness,Harry does do that, with dire consequences!