Few companies have as much sway worldwide as Coca Cola. With its instantly recognizable logo, to the cult following of its customers, Coca Cola has an influence in nearly every part of the world. Now, with the help of their customers, Coca Cola is spearheading a unique campaign that will bring people together from every corner of the globe. While it’s a few days over 80, Expedition 206 will bring together a group of three Coke fans to travel the world over the course of a year, visiting each of the 206 countries where Coca Cola sells products. Their goal? To find out what makes people happy.
Coca-Cola Expedition 206 – Project Introduction Video from Expedition 206 on Vimeo.
Now, how does this relate to CRM? For starters, it’s all about the customer. The entire project is run by customers and Coke fans, which not only provides a way to get the word out about Coca Cola, but to engage customers as well. The company picked three groups of finalists who entered themselves into the contest, for a total of nine individuals. Over a period of months, Coke fans from around the world were asked to vote for their favorite group, based on videos, interviews, bios and other interactive features on the Expedition 206 Web site. The winning group will then start traveling, doing what the fans want them to do; voting on activities and challenges will continue throughout the year. Throughout 2010, the team will interact with people in each country, documenting their experiences, to find out what makes the world happy. It’s a simple premise with a big impact that will certainly be felt far and wide.
More than ever, customers are seeking engagement online. Companies have the ability to interact with customers in a way like never before. Even if you can’t launch an international campaign, letting customers know you’re out there is the first step towards gaining more trust and establishing better relationships with them. A presence on social networks is a must. With the ability to integrate these features within your CRM system, you’ll never miss a beat.
Here are a few ideas of things your company can do to make the customer experience more interactive.
Polls – Whether it’s on your company Web site, Facebook page, or through a service like twtpoll, which surveys customers through Twitter, ask customers to provide honest feedback on a social networking medium. By reaching out to them, you’re not only making it easier for customers to find you, but getting feedback you might not have had access to otherwise.
Create a community – Sites like Ning.com make it easy for anyone to start their own community of users on any topic imaginable. Social networking communities allow users to gather virtually on a common ground and interact with other customers. You can easily monitor discussions and interact with customers, too.
Sponsor a contest – Giveaways and contests always draw people in, especially as the word gets passed on to more and more people through Tweets or blog posts. The Broadway show Bye Bye Birdie is currently sponsoring a contest looking for Birdie’s biggest fan. Candidates complete tasks and rally their friends to create awareness and spread the word about the show. Healthy competition never hurt anyone, right?
With a solid CRM system, you can manage everything right from your office computer or your mobile device. Everyone can get in on the action, without information being lost. You don’t need to send customers around the world to show them you care!
