So far this blog has been focused on how to bring green IT into businesses and how that will help management. If we shift our focus to consumers though, we also see some breakthrough green IT. We already know that managing relationship with customers (short CRM) is a key aspect for companies. Companies use software tools like Salesforce to manage the relationships with the customers.
Now, we want to illustrate that there are also some green IT aspects for CRM. It will however be boring to just look at who is the greenest CRM provider. In fact, we already know that Salesforce is not particularly green. The interesting aspect is that green technologies can be used to actually build new CRM methods. This allows companies to combine aspects of CRM and "greenness" to provide efficiency gains to both customers and companies itself.
So how can green technologies make CRM more interesting for companies?
There is a product out in the market called Automatic. It is a way for consumers to track the efficiency and driving styles of your car. In addition, it also provides safety features and fuel saving bonuses. To get an overview, here is an amazing product video describing Automatic:
Automatic is clearly targeted for customers as a product. However, the idea behind Automatic is that it can be a great technology for car companies as well. The technology would analyze the usage of consumer car and optimize efficiency. This data can be used by the car companies to detect problems about their cars and really optimize them on a whole new level. In turn, companies can offer more refined products which lead to higher customer satisfaction.
The greatest benefit though comes from the link between the way the customer behavior and how the car company can build a relationship from that. For instance, through providing an integrated tool like Automatic in the companies cars, the company could track the routes driven by the customer.
If the company, or the CRM tool, is able to predict where the customer is heading, like driving home from work, it could, for example, automatically suggest the customer to drive to the next gas station as gas is running low. The CRM tool would also have a reason for this suggestion. For example, it would know that the customer always has a rushed driving style in the mornings, so it would be more convenient to drive to the gas station today, instead of tomorrow morning. In conclusion, the CRM increases interaction between the car and the customer behavior.
In much the same way, the Nest Thermostat is a similar starting point for new CRM technologies. Nest is a self-learning thermostat which adapts heating in your house to your lifestyle. As before, easiest explained with a video:
Nest collects data about your habits and your environment. It then uses and processes that data to introduce a smart heating plan to your home. While this is obviously beneficial to customers, for saving money and have a working heating plan, companies still fail to see the opportunity for them to actually provide such a CRM technology. As with Nest, energy companies could collect data and precisely estimate the demands for heating oil up to the minute of the day. This is a proposition for them. It not only provides resource efficiency but it allows companies to interact with the customers to meet their demands.
With these two examples it becomes evident that consumer technologies for green IT are a great CRM starting point for companies to improve customer relations and expand business propositions.
Benefits therefore are:
Challenges are however the building of such a CRM tool. Companies are already collecting data from customers in industries such as social networks and e-commerce. Especially for non-internet industries however, there is a great opportunity for business to expand to. The overwhelming new approach to managing a business, is probably why companies have not fully shifted to using such technologies. It is a completely new business model approach from product-oriented to consumer-oriented marketing. Nevertheless, the challenges can be overcome. Why? If these CRM technologies works for the consumer market through third-party providers, there is really no reason why first-party providers can not also enter these markets.
Clearly, these technologies have great benefits for both consumers and companies. They offer incredible new possibilities for companies to go into CRM in ways that go beyond the average e-commerce tracking or targeted Google ads. Great technologies are to come here and Yashilife will keep you updated.
Stay tuned! Make sure to follow us on Twitter and Facebook for the latest updates.
Now, we want to illustrate that there are also some green IT aspects for CRM. It will however be boring to just look at who is the greenest CRM provider. In fact, we already know that Salesforce is not particularly green. The interesting aspect is that green technologies can be used to actually build new CRM methods. This allows companies to combine aspects of CRM and "greenness" to provide efficiency gains to both customers and companies itself.
So how can green technologies make CRM more interesting for companies?
There is a product out in the market called Automatic. It is a way for consumers to track the efficiency and driving styles of your car. In addition, it also provides safety features and fuel saving bonuses. To get an overview, here is an amazing product video describing Automatic:
Automatic is clearly targeted for customers as a product. However, the idea behind Automatic is that it can be a great technology for car companies as well. The technology would analyze the usage of consumer car and optimize efficiency. This data can be used by the car companies to detect problems about their cars and really optimize them on a whole new level. In turn, companies can offer more refined products which lead to higher customer satisfaction.
The greatest benefit though comes from the link between the way the customer behavior and how the car company can build a relationship from that. For instance, through providing an integrated tool like Automatic in the companies cars, the company could track the routes driven by the customer.
If the company, or the CRM tool, is able to predict where the customer is heading, like driving home from work, it could, for example, automatically suggest the customer to drive to the next gas station as gas is running low. The CRM tool would also have a reason for this suggestion. For example, it would know that the customer always has a rushed driving style in the mornings, so it would be more convenient to drive to the gas station today, instead of tomorrow morning. In conclusion, the CRM increases interaction between the car and the customer behavior.
In much the same way, the Nest Thermostat is a similar starting point for new CRM technologies. Nest is a self-learning thermostat which adapts heating in your house to your lifestyle. As before, easiest explained with a video:
Nest collects data about your habits and your environment. It then uses and processes that data to introduce a smart heating plan to your home. While this is obviously beneficial to customers, for saving money and have a working heating plan, companies still fail to see the opportunity for them to actually provide such a CRM technology. As with Nest, energy companies could collect data and precisely estimate the demands for heating oil up to the minute of the day. This is a proposition for them. It not only provides resource efficiency but it allows companies to interact with the customers to meet their demands.
With these two examples it becomes evident that consumer technologies for green IT are a great CRM starting point for companies to improve customer relations and expand business propositions.
Benefits therefore are:
- Building customer relationships
- Ability to analyze products and offer more product refinements
- Analyze customer behavior to offer new products
- Meet customer demands more clearly
Challenges are however the building of such a CRM tool. Companies are already collecting data from customers in industries such as social networks and e-commerce. Especially for non-internet industries however, there is a great opportunity for business to expand to. The overwhelming new approach to managing a business, is probably why companies have not fully shifted to using such technologies. It is a completely new business model approach from product-oriented to consumer-oriented marketing. Nevertheless, the challenges can be overcome. Why? If these CRM technologies works for the consumer market through third-party providers, there is really no reason why first-party providers can not also enter these markets.
Clearly, these technologies have great benefits for both consumers and companies. They offer incredible new possibilities for companies to go into CRM in ways that go beyond the average e-commerce tracking or targeted Google ads. Great technologies are to come here and Yashilife will keep you updated.
Stay tuned! Make sure to follow us on Twitter and Facebook for the latest updates.
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