Social Perspective to SFDC: Paradigm Shift for Companies
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presentation on a social perspective given to SFDC user group of SV on Juky 2012
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Social Perspective to SFDC: Paradigm Shift for Companies
- 1. presentation on social perspective to SFDC user group of SV - July 2012 esteban kolsky thinkjar.net esteban@thinkjar.net
- 2. paradigm or generational shift? PARADIGM SHIFT – SOCIETAL SHIFT, COMPANIES MUST REACT GENERATIONAL SHIFT – BUSINESS MODEL SHIFT, COMPANIES CAN PLAN corporate service workplace commercial social america economy computers internet evolution 1960s 1970s 1980s 1990s 2000s generational paradigm generational paradigm generational baby boomers generation x generation y
- 3. shifting interaction models… traditional 1:1 socially augmented relationship 1:m:1 relationships social biz biz
- 4. …create new interaction models… Function Function Business Function Experience Rules Rules Survey Survey Social Noise Channel Channel Customer (Maybe) Customer Community
- 5. … that change the way we engage… SCRM Hybrid Enterprise 2.0 Communities Communities Communities
- 6. …the way we measure… social crm crm demographic operational behavioral attitudinal sentimental who the how what how how the customers efficiently customers effectively customers are the do and the feel about business how they business the operates work operates business, products, services as expressed publicly
- 7. … and the way we work Client-facing Operations Internal Operations Enterprise 2.0 (internal) Social CRM (external) community channel community function function channel rules rules biz biz Social Business Pivot Point
- 8. evolution of “social” technologies social collaborative business enterprise SCRM E2.0 CRM Collaboration 1990 2010 2015 2020
- 9. communities community management “social” analytics engine social crm actionable layer unit system-of-record integration layer erp crm scm record social crm stack systems of
- 10. social business framework R&D PLM KM CRM ERP … social business platform integration engine rules engine reputation engine collaboration engine channels (social or not) communities
- 11. collaborative enterprise Collaborate to understand the Customer Job-to-be- E2.0 Done Collaborate to co-create with the customer to meet her desired outcomes Collaborate to act on Social Customer Insights CRM Collaborate to understand and provide the Customer Experience they expect from you The Collaborative Enterprise
- 12. let the collaboration in outside of the business inside of the business customer …but cannot has an idea… implement the idea customer …company creates creates knowledge… same knowledge customer …company has knows fix for problem to be problem… fixed
- 13. tenets of collaborative enterprise • cannot be social business without being social • cannot be customer-centric without collaboration with customers • two fundamental shifts – knowledge workers are becoming norm, thus knowledge is critical – social customer is becoming norm, demanding social businesses – collaboration is way to work, achieve goals today
- 14. collaborative enterprise ground rules • access – who, where, how, why, and what • roles – inside and outside, interchangeable • compliance – legal team may be friend or foe – your decision • transparency and trust – not stupid transparency, smart transfer of trust • value co-creation is goal, objective, and end
- 15. putting it all together is hard… Competitive Customer Forces Demand Strategy Legal Channels, Environment Social Partners and Collaborative Suppliers Enterprise Governance Technology Social Technological Environment Change
- 16. … and that is not all • People – Change management – Culture above all – Be social inside to be social outside – Community managers • Process – VoC and CEM – Socializing Processes and Functions – Product leadership, customer intimacy, operational excellence • Measurement – Social metrics v common metrics • Insights provided, support provided, ideas generated – Forget ROI – Loyalty and referrals
- 17. “NO PLAN OF OPERATIONS EXTENDS WITH CERTAINTY BEYOND THE FIRST ENCOUNTER WITH THE ENEMY’S MAIN STRENGTH”
- 18. let’s talk
- 19. presentation on social perspective to SFDC user group of SV - July 2012 esteban kolsky thinkjar.net esteban@thinkjar.net