At the end of 2012 we started building Narrowcast, a simply powerful CRM that allows you to focus on what’s at the core of your business, the customer. Whether it’s a support ticket, a tweet or a sales opportunity we wanted a single inbox that would give you access to all your customer conversations in one place.
Alongside this Narrowcast will integrate your customer data with email marketing tools so you can create more effective, profitable and relevant marketing campaigns from the relationships you’ve built with your customers.
Take a look at some working designs for Narrowcast’s CRM
The Narrowcast way
The underlying concept of Narrowcast is to centre the marketing process around the individual and their identity rather than around mass audiences. To us this really made sense, as we can offer advertisers a better way to target their market whilst at the same time displaying advertising that customers are more likely to be interested in and care about.
If you work in the marketing world you’ll have likely heard of concepts such as Big Data and Single Customer View. As a company with lots of customers subscribed to our online products we could see how beneficial it would be to compile all our customer data into a single, individual profile for each of our customers. It means we can know the entire picture when communicating with a customer and not having to waste time sifting through old emails and jumping between varying systems.
Why we’re building Narrowcast…
Let me tell you a story about The Little Big TV Company, they specialise in selling very large TV’s and are typical of many small to medium sized businesses who are busy maintaining a steady cash flow, managing the needs of their employees, dealing with suppliers and growing their business.
These TV’s can be pretty pricey to repair so the company decided that it would be a great idea to contact existing customers whose manufacturers warranty is soon to expire and offer them an additional warranty.
The Little Big TV Company however, didn’t have a database or CRM of their customers and was unable to follow up with those customers whose warranty was about to end, missing a big opportunity to make generate sales as well as spare their existing customers from the possibility of spending a small fortune in gigantic TV repairs.
Although The Little Big TV Company is a fictional company, the story behind it is true and it’s stories like this that drive the Narrowcast project to provide businesses with the tools to know their customers and give them the ability to react based on that knowledge. Ultimately with an effective CRM system the The Little Big TV Company would have been able to provide a much higher level of service that was more personal to it’s customers and in-tern inspired customer loyalty whilst generating sales.
Here’s where we’re at…
Our current focus is on getting Narrowcast up and running with its CRM functionality so we can start using it internally to support our own customers as well as get some user feedback to develop the product.
Looking to the future we’ve got our sights set on releasing this to businesses as a stand alone product. There’s lots of scope to integrate new features that will make Narrowcast everything a business needs to build and utilise the relationships it has with its customers.