Staying in touch


Last week during our mini case presentation we showed you some examples that we think  relate to the theory.

The first example relates to the Dutch railway company, NS. A student came up with a Facebook page called “De smoezen van de NS” (The excuses of the NS).

What is cool about this, is that it’s initiated by a “consumer” with bad experiences. Sharing the twitter messages about the NS managed to gain already more than 3,000 likes.

Another example we showed is that of a viral initiated by Heineken. The movie is very self-explanatory.

A term that we think combines the three articles is “social CRM.” Paul Greenberg, who is considered to be THE social CRM guru, defines it as follows:

“CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Moosejaw is a company that actively involves consumers in every aspect of their company. They use the basic reward system, have a live chat where consumers can ask about the company, products etc. but they also have a complete part of their website called “Madness”.

They involve customers in all kinds of silly stuff. Check it out yourselves!

Regards, Team 4 morning group Marjon Koster, Sjanne Vlug, Aram Hillebrandt

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