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
