Category — Community Building

Much is being made this month of the birth anniversary of the evolutionary biologist Charles Darwin on the 12th February.  So it is appropriate to look at how the new economic and social environment will affect CRM.

The climate of 2009 will see the nature of CRM mutate from ‘what customers give us’ to ‘what we give customers; and get back’. The idea of providing value for money to customer ‘tribes’ will begin to dawn as communities are explored.  A notion quite distinct from the previous view of CRM as individual cross-selling and retention for shareholder profits.

“2009 is a big year for CRM and a big deal. Transformational might actually be more than a political term.” Paul Greenberg

Customers well understand their ‘premium’ status, and those who give their time and money to companies will want more back to solve personal requirements. Companies who helpfully seek to alleviate the emotional and practical issues of recession will build trust. If companies continue to take the profit from customer knowledge, customers will just opt out of relationships.

Reciprocity for mutual benefit - not only between company and customer, but between customer and customer - is a fundamental part of this new thinking. Here, North America, with its strategic use of social software and experiential marketing, definitely leads the way.

Organisations that see themselves as ‘service platforms’ and build facilitative skills will have tuned into the right wave length. Which is why there is a growing emphasis on new business models utilising both technology and partnerships. Stephanie Seakins, principal consultant at OgilvyOne Hong Kong stresses that Asian companies “are now prepared to consider new thinking in order to recover lost reliability and credibility.”

Other signs of the CRM mutation are a change from ‘customer management’ to the more co-creative ‘customer engagement’, and the popularity of sales through service - where service is an entree, rather than an afterthought, that leads to the provision of a personalised solution. If you don’t listen more carefully to your customers your competitors and other consumers will.

According to Paul Greenberg, US author of CRM at the Speed of Light, CRM in 2009 is about understanding, involving and benefiting customers, and I would agree that that is a good summing up - as long as profitability is also added on the end. The secret of corporate sustainability is the constant balancing of benefit between company and customer.

When travelling, ‘local’ breakfast television makes an educative ’screen saver’ for the morning routine. Pictures, and presentation style speak volumes, even if the language is incomprehensible: a black cloud ‘avec’ rain drop, means a soaking in any tongue.

So, on a recent trip to Ljubjana it was enlightening to watch Slovenian television showcase business leaders on its breakfast programme; it even appeared to give their salary, although I’m not entirely sure about that. The tenor of the pieces are obviously meant to inspire, giving career path, and an ‘ideal day’. Not quite ‘Hello Magazine’ style, but it could easily be given a gloss.

Apart from celebrity business people such as Richard Branson, Simon Woodroffe and Alan Sugar, when did I last see a ‘normal’ business hero outside the business pages of newspapers and journals in the UK? When did you?

Slovenia is a new country rising from the ashes of communist Yugoslavia; which itself was wrested out of the fatally tangled Habsburg Empire. Except for a short time under Napoleon, the Slovenes don’t seem to have had very much independence in the last 1000 years. Now, with around 2million people, the Euro, and EU development funding, they are seeking a purpose with competitive advantage and ‘feeling’.

Making business rather than ‘Pop Idol’ an aspiration for people seems a shrewd move. And there is evidence aplenty to show that distinctive business success based on a personal social responsibility is Slovenia’s zeitgeist. “Forward with nature” is their united mission covering everything from pre-fabricated motorway architecture, to ecological housing construction and a hospitality industry built around ‘wellness’ and ’slow-food’.

But I would say they still have one cultural disadvantage to overcome from their communist past - customer service. Real, honest, altruistic customer service woven into their shiny, new, green, designer businesses could well be a world beater for brand Slovenia.

Last night I experienced my first slow food event.  Ironically I was dashing about trying to sort the kids out before I went.

The event was the first for the Cheshire region and offered a "Cheshire Ploughman’s Tasting" held in a barn at the Spitting Feathers Brewery in Waverton, Chester.  An impressive range of slow foods was showcased.  We grabbed rich, fresh breads from the Food for Thought Bakery in Crewe, smothered it with Charlie’s farm butter from Weaverham, topped that both fruity, creamy cheeses from Anne Connolly of Malpas and rich, home-made pates from Katie Cooks of Wilmslow.  An organic side salad from Roots of the Earth in Poole complemented our plate which was washed down with either Windsor’s apple juice from Willington or, for me, one of a range of beers from the micro-brewery on the farm.   We were offered the opportunity to buy products direct from the producers after our meal - we indulged in a fab pasta sauce from Eliot Green’s School of Cookery with labels made by the local school as well as all the ingredients for a great ploughman’s.

The Slow Food movement which was started in Italy has gained momentum, campaigning for great tasting food which is sourced locally and is produced in a sustainable way, minimising both impact on the environment and artificial intervention.  And there is no obsession with the perfect shaped veg.

The event last night contributed to growing that momentum and establishing a local heart to the concept.  We met some great enthusiasts as we discussed the ethos of slow food over huge crusts of bread and lively cheese.  However, the fact we attended illustrates that we are already advocates.

One of the critical objectives of the movement must be education, particularly among children whose early eating habits establish long-term behaviours and choices.  There were a couple of children there who seemed to be tucking in with as much enthusiasm and it would be great to see more events designed around kids.  Our local school is currently considering the sourcing of ‘slow’ food for school dinners, discussing how local producers can bring produce to a hub which is then delivered to the school kitchen.  I think that the Slow Food movement is going to be an essential part of our Cheshire community, working with our kids to get them more involved too.  I’ll raise my glass of organic beer to that.

The Slow Food movement is about taking the concept to local areas.  Each local branch establishes a community offering tailored events.  The communities are developing organically, gently finding their feet and building a proposition based on a strong belief in local, organic, great tasting food.   Why not get involved early and join your local group?  Visit http://www.slowfood.org.uk/

St Kitts is a lush tropical Caribbean island in the Leeward islands.  Sounds like paradise?  However it stands at the most critical point in its development since independence, as the country seeks to diversify its economy since the final closure of the sugar industry to secure a prosperous future for its people. One of the main areas of change is, of course, agriculture, where the rural communities are having to adapt to the significant change.  The whole structure of agriculture has changed, in particular moving from a single crop with centrally managed production to the complexity of coordinating supply of multiple products

A group of us went over to work with the farmers over the summer and it was refreshing to see the energy and enthusiasm.  During on-site farm visits, it was clear that farmers are demonstrating extraordinary effort and commitment in using the rich soil and tropical climate to produce a wide range of high quality fruit and vegetables.

A key mechanism to making this work has been the set up of farmer’s co-operatives.  The co-operative meet regularly to discuss their plans and progress.  There are a number of product-focused co-operatives who all come together to share their experience, pool their thinking and propose collective responses.  They work closely with the Marketing function to align supply and demand and to develop new products.  I was particularly impressed with the women’s co-operative groups who were developing innovative responses to the shift in the sector.  One group was producing a fantastic soup base using mis-shaped or spare vegetables; bringing a new convenient product to market, meeting the needs of busy lives and using what would normally be waste.

These groups will continue to shape the future structure and ways of working of the industry as they are now starting to discuss shared machinery, collaborative supply chains and export markets.

As the country stands at the beginning of a significant program of transformation, it has been inspiring to see how the co-operatives have provided mutual support to all the farmers who might otherwise be isolated.  Working co-operatively has meant a shared perspective and a feeling of support.   This has enabled them to progress with increased pace and confidence.  We look forward to keeping in touch with ongoing developments.