customer relationship management

Engineering Ethnographic Encounters to Lead to Better Project Results

JOSHUA DRESNER Claro Partners Case Study—This case study highlights the value of taking clients through their own ethnographic encounters during a customer experience project. It demonstrates how taking key project stakeholders on fieldwork builds their empathy with their sales and service channels and end-customers, and creates a space for reflection and an imperative for action. The case study includes examples from ethnographic encounters and how they led clients to have a new understanding about the customer experience, and take action. It underlines the value of ethnography in business as not just uncovering insights, but as a process stakeholders should be involved in to lead to effective human-centered strategy and direction for a client organisation....

Numbers May Speak Louder than Words, but Is Anyone Listening? The Rhythmscape and Sales Pipeline Management

MELISSA CEFKIN In this paper I explore the often fleeting, seemingly constrained acts of expression performed through participation in everyday, routinized actions and practices. The vehicle I use for this exploration is the tools, processes and practices sales professionals use to manage the list of possible sales opportunities, or sales pipeline. I give particular attention to the meetings in which sales professionals and their managers discuss the pipeline. The element of talk, with its potential for unruliness, plays a central role in this otherwise hyper-rationalized activity focused around numbers, accounting and calculability. I suggest that to understand such signification processes and the forms of meaning that emerge through them we must look beyond the content of enunciated statements to consider the forms they take over time. I propose that participation in the sales pipeline process, particularly the meetings, forms a part of sales-people’s rhythmscape of work. By situating sites of expression in the notion of a rhythmscape,...