André Lejeune, CEO Selligent: CRM is increasingly marketing-oriented

Andre Lejeune - CEO Selligent
Andre Lejeune – CEO Selligent

Pan-European Conversion Marketing and Interactive CRM software vendor Selligent (disclaimer: I worked for the company as a consultant a few years) is actively marketing its revamped marketing suite. I interviewed CEO André Lejeune concerning the company’s strategy and the market developments surrounding marketing automation and CRM.

I started by asking Lejeune what he thinks about the “hot topic” of the moment in marketing, social media, and how it’s connected with email marketing and CRM from a customer-centric perspective.

André Lejeune: “Social media marketing has so far mainly been used for branding. Integration into cross-channel interactive marketing however, offers interesting possibilities, and is becoming increasingly important. The integrations that I have so far encountered between CRM or marketing solutions and social networks are still not strong enough. At Selligent, we are intensifying this integration further and also leverage social media in our own cross-channel and customer-centric marketing strategy.”

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Social media and CRM: the feedback, community and brand perspective

Do I need to say that social media is a phenomenon that impacts the life of many of us? Social technologies are still developing and social media marketing models are still evolving. This is certainly the case from a multi-channel marketing and CRM perspective

The convergence of social media and CRM, also called social CRM (and it’s not just about the tools), has opened new opportunities for building customer relationships and changing how customer service is practiced.

The CRM and social media convergence is a complex concept that has brought into question how customer service will be handled in the future as well as how CRM will be structured. Bringing social technologies and community-building programs together has the potential to be a profitable and effective marketing strategy.

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