Fimmick sets up new CRM agency in Hong Kong

Fimmick has turned its customer relationship management (CRM) team into an independent company - Fimmick CRM.Based on a social and data-driven CRM model, the new agency allows clients to identify their key advocates and consumers more effectively, intelligently and accurately.More and more retailers are searching for business partners who can offer more than the traditional 1.0 CRM model.Through Fimmick’s recent partnership with ClusterTech, one of the largest data mining companies in the region, Fimmick CRM will transform how retailers engage with their loyal customers and brand advocates using social, mobile, big data analysis and cloud to drive businesses and engagement with their customers.This is aimed to push not only their spending power, but more importantly, their influential power to make sure customers will engage.Fimmick CEO Kenny Yiu (pictured middle) explained: “The number of services that Fimmick offers has been growing and many of our projects now involve CRM. The social element is the starting point of modern CRM projects in helping businesses and e-commerce keep pace with upcoming trends.”He said Hong Kong brands and companies dealing with big data are worried that they do not know how to match their data with their consumers. The current CRM model needs to focus on analysing customer value using RFM (recency, frequency and monetary value) and VAS (viral power, activeness and sentiment)."By combining both RFM and VAS, you can identify different types of customers with the ultimate goal of driving advocates.“Keeping track of factors such as customer behavior, social interactions, external factors and click throughs, we know when it is the best time to post and get consumers’ attention; these are the types of data that drives in revenue."Willy Lai (pictured left), business director of Fimmick, added that the CRM model in the market has now changed."No longer is it the one-to-one marketing model, but rather one-to-one-to-many through the power of influencers. We love to see high engagement rates and the spread of comments and discussions to build a brand’s reputation”.Matthew Lee, head of CRM at Fimmick, added: “Wristlets and all kinds of wearables are constantly collecting personal data of someone’s lifestyle and habits. With the internet, as well as all the data information and the revolutionary technology we have, we can easily match social with CRM to create a new idea that Hong Kong markets have not yet discovered.""I foresee the strong power and synergy between Social and CRM, it’s what the digital marketing industry needs now."