This paper examines how emerging technologies have transformed customer relationship management (CRM) at Cincom Systems, a B2B software company. It explores the role of social networking platforms — including blogs, Facebook, and Twitter — in generating leads and building trust with prospects. The paper also analyzes how integrated tools such as Eloqua and Microsoft CRM enable lead scoring and multichannel prospect tracking. Additionally, it discusses the modernization of Cincom's contract management system and its direct integration with CRM software, demonstrating measurable improvements in customer satisfaction and an 18% increase in service profits over twelve months.
The exponential growth of social networking sites — and increasing customer participation in them — is rapidly changing the scope and approach Cincom Systems takes to managing customer relationships. This paper discusses the role of emerging technologies in streamlining communication and promotion, from blogs and microsites to Facebook Fan pages and Twitter. It also examines how technology is changing the distribution of products and services, and presents two examples of how more effective social networking strategies have led to better customer service.
Cincom Systems sells to other businesses and has, over time, created a strong marketing platform that supports multi-channel and multi-product selling to Business-to-Business (B2B) customers. These sales cycles are often months long, with some lasting a year or more. Customers who purchase Cincom Systems software applications do so based on the expert-level knowledge the company holds and the applicability of its software to unique customer needs. As a result, blogs, posting boards, Facebook posts, and status updates all contribute to Cincom's goal of becoming a trusted advisor for its prospects and customers.
Cincom has found that freely sharing expert advice through social networking sites accelerates sales cycles — prospects begin to see potential solutions to their problems and develop trust in Cincom's ability to deliver effective solutions. Social networking now forms a very large part of Cincom's marketing strategy and is responsible for the majority of upper-funnel lead generation and prospect interest.
Cincom relies on lead scoring techniques and technologies to move prospects from initial interest — such as a blog post or Facebook status update — into the formal lead generation process. The use of Eloqua and Microsoft CRM, integrated together specifically for this purpose, is highly effective in moving prospects through the sales funnel and converting them into customers. Lead scoring technologies also allow prospects the freedom to learn about Cincom's offerings at their own pace and through their own preferred channels. Given the rapid maturation of social networks and multichannel-based selling technologies, Cincom can now track a prospect's interests across all channels through which it markets.
A secondary factor is how these technologies have accelerated comparison analysis on the part of customers. Cincom's main website and ancillary sites are now fully compatible with the Apple iPad, iPhone, and iPod Touch. The sites also include comparison features that allow different software applications to be evaluated side by side. As Cincom sells its own guided selling system, the company uses this technology to provide customers with knowledge-based search across the entire product line and through specific prepackaged solution bundles. This approach has been highly effective in upselling customers to customized solutions.
"CRM integration modernizes contract and delivery processes"
"18% profit increase and improved customer satisfaction"
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