CRM philosophy and technology has achieved its main goals of capturing and sharing customer information. The next evolution will bring us customer behavior insights from the shaping forces of social media, cloud and mobile.

1. THE FUTURE OF CRM
BY MARCO SEABRA | August 8, 2012
Wednesday, August 8, 12

2. TODAY’S AGENDA
Wednesday, August 8, 12

3. TODAY’S AGENDA
The Problems
Wednesday, August 8, 12

4. TODAY’S AGENDA
The Problems
The Causes
Wednesday, August 8, 12

5. TODAY’S AGENDA
The Problems
The Causes
The Solutions
Wednesday, August 8, 12

6. TODAY’S AGENDA
The Problems
The Causes
The Solutions
The Results - CRM Current State
Wednesday, August 8, 12

7. TODAY’S AGENDA
The Problems
The Causes
The Solutions
The Results - CRM Current State
The 3 Forces Shaping CRM Today
Wednesday, August 8, 12

8. TODAY’S AGENDA
The Problems
The Causes
The Solutions
The Results - CRM Current State
The 3 Forces Shaping CRM Today
CRM Evolution - The Next CRM Generation
Wednesday, August 8, 12

9. TODAY’S AGENDA
The Problems
The Causes
The Solutions
The Results - CRM Current State
The 3 Forces Shaping CRM Today
CRM Evolution - The Next CRM Generation
Summary
Wednesday, August 8, 12

10. THE PROBLEM
Wednesday, August 8, 12

11. THE PROBLEM
SALES
A
Wednesday, August 8, 12

12. THE PROBLEM
SALES MARKETING
A A
Wednesday, August 8, 12

13. THE PROBLEM
SALES MARKETING FIELD
A A A
Wednesday, August 8, 12

14. THE PROBLEM
SALES MARKETING FIELD CUST SVC
A A A A
Wednesday, August 8, 12

15. THE PROBLEM
SALES MARKETING FIELD CUST SVC
A A A A
b
TEXTING
n +
E-MAIL
w .
SNAIL MAIL
CELL P2P
Wednesday, August 8, 12

16. THE PROBLEM
SALES MARKETING FIELD CUST SVC
A A A A
b
TEXTING
n +
E-MAIL
w .
SNAIL MAIL
CELL P2P
ACCOUNT
Wednesday, August 8, 12

17. THE PROBLEM
SALES MARKETING FIELD CUST SVC
A A A A
b
TEXTING
n +
E-MAIL
w .
SNAIL MAIL
CELL P2P
ACCOUNT
CUSTOMER 1 CUSTOMER 2 CUSTOMER 3
A A A
Wednesday, August 8, 12

18. THE PROBLEM
SALES MARKETING FIELD CUST SVC
A A A A
b
TEXTING
n +
E-MAIL
w 2
SNAIL MAIL
CELL P2P
ACCOUNT
CUSTOMER 1 CUSTOMER 2 CUSTOMER 3
A A A
Wednesday, August 8, 12

19. THE PROBLEM
SALES FIELD CUST SVC
A A A
b
TEXTING
n +
E-MAIL
w 2
SNAIL MAIL
CELL P2P
ACCOUNT
CUSTOMER 1 CUSTOMER 2 CUSTOMER 3
A A A
Wednesday, August 8, 12

20. THE PROBLEM
SALES CUST SVC
A A
b
TEXTING
n +
E-MAIL
w 2
SNAIL MAIL
CELL P2P
ACCOUNT
CUSTOMER 1 CUSTOMER 2 CUSTOMER 3
A A A
Wednesday, August 8, 12

21. THE PROBLEM
SALES CUST SVC
A A
b
TEXTING
n +
E-MAIL
w 2
SNAIL MAIL
CELL P2P
ACCOUNT
CUSTOMER 1 CUSTOMER 2
A A
Wednesday, August 8, 12

22. THE PROBLEM
SALES CUST SVC
A A
b
TEXTING
n +
E-MAIL
w 2
SNAIL MAIL
CELL P2P
ACCOUNT
CUSTOMER 1
A
Wednesday, August 8, 12

23. THE PROBLEM
SALES CUST SVC
A A
w b
TEXTING
n +
E-MAIL
2
SNAIL MAIL
P2P CELL
ACCOUNT
CUSTOMER 1
A
Wednesday, August 8, 12

24. THE PROBLEM
SALES CUST SVC
A A
w n +
E-MAIL
2
SNAIL MAIL
P2P CELL
ACCOUNT
CUSTOMER 1
A
Wednesday, August 8, 12

25. THE PROBLEM
SALES CUST SVC
A A
w n 2
SNAIL MAIL
P2P CELL
ACCOUNT
CUSTOMER 1
A
Wednesday, August 8, 12

26. THE PROBLEM
SALES CUST SVC
A A
w n
P2P CELL
ACCOUNT
CUSTOMER 1
A
Wednesday, August 8, 12

27. THE PROBLEM
SALES CUST SVC
A A
w
P2P
n
CELL
ACCOUNT
CUSTOMER 1
A
Wednesday, August 8, 12

28. SIMPLE CONVERSATION
Wednesday, August 8, 12

29. SIMPLE CONVERSATION
CUSTOMER 1
A
Wednesday, August 8, 12

30. SIMPLE CONVERSATION
CUST SVC
n A
CELL
CUSTOMER 1
A
Wednesday, August 8, 12

31. SIMPLE CONVERSATION
CUST SVC
n A
CELL
8:00 AM
CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN
A
Wednesday, August 8, 12

32. SIMPLE CONVERSATION
CUST SVC
n A
CELL
8:00 AM
SORRY, WE’LL TAKE CARE OF IT
8:00 AM
CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN
A
Wednesday, August 8, 12

33. SIMPLE CONVERSATION
SALES CUST SVC
A
w
P2P
n A
CELL
8:00 AM
SORRY, WE’LL TAKE CARE OF IT
8:00 AM
CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN
A
Wednesday, August 8, 12

34. SIMPLE CONVERSATION
SALES CUST SVC
A
w
P2P
n A
CELL
8:00 AM
8:30 AM
SORRY, WE’LL TAKE CARE OF IT
HI JOE, HOW IS EVERYTHING?
8:00 AM
CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN
A
Wednesday, August 8, 12

35. SIMPLE CONVERSATION
SALES CUST SVC
A
w
P2P
n A
CELL
8:00 AM
8:30 AM
SORRY, WE’LL TAKE CARE OF IT
HI JOE, HOW IS EVERYTHING?
8:30 AM
LET ME TELL YOU BOB!
8:00 AM
CUSTOMER 1 YOU DAMAGE MY FREIGHT AGAIN
A
Wednesday, August 8, 12

36. THE CAUSE
Wednesday, August 8, 12

37. THE CAUSE
SALES
A
Wednesday, August 8, 12

38. THE CAUSE
SALES CUST SVC
A A
Wednesday, August 8, 12

39. THE CAUSE
SALES CUST SVC OPERATIONS
A A A
Wednesday, August 8, 12

40. THE CAUSE
SALES CUST SVC OPERATIONS
A A A
:
4
Wednesday, August 8, 12

41. THE CAUSE
SALES CUST SVC OPERATIONS
A A A
:
4
Wednesday, August 8, 12

42. THE CAUSE
SALES CUST SVC OPERATIONS
A A A
: :
4 4
Wednesday, August 8, 12

43. THE CAUSE
SALES CUST SVC OPERATIONS
A A A
: :
4 4
Wednesday, August 8, 12

44. THE CAUSE
SALES CUST SVC OPERATIONS
A A A
: : :
4 4 4
Wednesday, August 8, 12

45. THE SOLUTION
SALES CUST SVC OPERATIONS
A A A
: : :
4 4 4
Wednesday, August 8, 12

46. THE SOLUTION
SALES CUST SVC OPERATIONS
A A A
: : :
4 4 4
Wednesday, August 8, 12

47. THE SOLUTION
SALES CUST SVC OPERATIONS
A A A
: : :
4 4 4
Wednesday, August 8, 12

48. THE SOLUTION
SALES CUST SVC OPERATIONS
A A A
: : :
4 4 4
CRM - CAPTURE + SHARE
Wednesday, August 8, 12

49. THE RESULTS
8
Data Capturing
Information Sharing
Data Centralization
Workflow Automation Did CRM Succeed?
Lead to
Cost Reduction
Transactional Speed
Wednesday, August 8, 12

50. THE RESULTS
Did CRM Succeed?
CRM Failure Rates
Discussions about failed CRM projects often
begin with statistics describing failure rates. .
• 2001 Gartner Group: 50%
• 2002 Butler Group: 70%
• 2002 Selling Power, CSO Forum: 69.3%
• 2005 AMR Research: 18%
• 2006 AMR Research: 31%
• 2007 AMR Research: 29%
• 2007 Economist Intelligence Unit: 56%
• 2009 Forrester Research: 47%
Wednesday, August 8, 12

51. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
Wednesday, August 8, 12

52. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl
A
Wednesday, August 8, 12

53. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl
A
MANAGER
A
Wednesday, August 8, 12

54. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl
A
MANAGER
A
DOER
A
Wednesday, August 8, 12

55. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
A
MANAGER
A
DOER
A
Wednesday, August 8, 12

56. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A
MANAGER
A
DOER
A
Wednesday, August 8, 12

57. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A • Lack of Resources - People, Money, Time
MANAGER
A
DOER
A
Wednesday, August 8, 12

58. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A • Lack of Resources - People, Money, Time
• Disregard for importance of User Adoption
MANAGER
A
DOER
A
Wednesday, August 8, 12

59. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A • Lack of Resources - People, Money, Time
• Disregard for importance of User Adoption
MANAGER • Long lead time due to uncontrolled
processes
A
DOER
A
Wednesday, August 8, 12

60. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A • Lack of Resources - People, Money, Time
• Disregard for importance of User Adoption
MANAGER • Long lead time due to uncontrolled
processes
A • Lack of orchestration with other process
owners
DOER
A
Wednesday, August 8, 12

61. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A • Lack of Resources - People, Money, Time
• Disregard for importance of User Adoption
MANAGER • Long lead time due to uncontrolled
processes
A • Lack of orchestration with other process
owners
DOER • Driven by compliance not need
A
Wednesday, August 8, 12

62. THE RESULTS
Most Common Reason for less than stellar
CRM Successful Implementations
C-LEVEl • Wrong reason to implement CRM
• Lack of belief & support for project
A • Lack of Resources - People, Money, Time
• Disregard for importance of User Adoption
MANAGER • Long lead time due to uncontrolled
processes
A • Lack of orchestration with other process
owners
DOER • Driven by compliance not need
A • Lack of involvement in the planning stage
Wednesday, August 8, 12

63. THE RESULTS
Did CRM Meet your Expectations?
Enterprise Mid Market Forrester Survey 2009
50 47
44
38
37.5
28
25 22
16
12.5
3 2
0 0
0
Agree Neither Disagree
Wednesday, August 8, 12

64. THE RESULTS
CRM 1.0 Success = Capturing and
Distributing Data
CRM 2.0 • Success will be measured by
how well we can LEARN,
DEVELOP, SELL and REFINE
new products and services
• Insight not Information
Wednesday, August 8, 12

65. 3 FORCES SHAPING
CRM TODAY
 n 
CLOUD MOBILE SOCIAL
Wednesday, August 8, 12

66.  CLOUD
Wednesday, August 8, 12

67.  FROM
CLOUD
TO
Wednesday, August 8, 12

68.  FROM
CLOUD
TO
On-Premise The Cloud
Wednesday, August 8, 12

69.  FROM
CLOUD
TO
On-Premise The Cloud
Cap Ex Cash Flow
Wednesday, August 8, 12

70.  FROM
CLOUD
TO
On-Premise The Cloud
Cap Ex Cash Flow
Infrastructure Scaling
Planning Planning
Wednesday, August 8, 12

71. n MOBILE
FROM TO
Wednesday, August 8, 12

72. n MOBILE
FROM TO
Desktop Mobile
Wednesday, August 8, 12

73. n MOBILE
FROM TO
Desktop Mobile
Complete Apps
Solutions
Wednesday, August 8, 12

74. n MOBILE
FROM TO
Desktop Mobile
Complete Apps
Solutions
Finding/
Filing/Sharing Identifying
Information Relevant Intent
Wednesday, August 8, 12

75.  SOCIAL
FROM TO
Wednesday, August 8, 12

76.  SOCIAL
FROM TO
Intent/Behavior
Data Capture
Learning
Wednesday, August 8, 12

77.  SOCIAL
FROM TO
Intent/Behavior
Data Capture
Learning
Individual Collective
Knowledge Knowledge
Wednesday, August 8, 12

78.  SOCIAL
FROM TO
Intent/Behavior
Data Capture
Learning
Individual Collective
Knowledge Knowledge
Transactional Engagement
Systems Systems
Wednesday, August 8, 12

79. CRM 2.0 - NEXT STEPS
Wednesday, August 8, 12

80. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process
Wednesday, August 8, 12

81. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process
LEARN
Wednesday, August 8, 12

82. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process
LEARN
DEVELOP
Wednesday, August 8, 12

83. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process
LEARN
DEVELOP
SELL
Wednesday, August 8, 12

84. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process
LEARN
DEVELOP
SELL
SUPPORT
Wednesday, August 8, 12

85. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process EXTERNALLY
NON-CUSTOMERS
LEARN
DEVELOP
SELL
SUPPORT
Wednesday, August 8, 12

86. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process EXTERNALLY INTERNALLY
NON-CUSTOMERS CUSTOMERS
LEARN
DEVELOP
SELL
SUPPORT
Wednesday, August 8, 12

87. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process EXTERNALLY INTERNALLY
NON-CUSTOMERS CUSTOMERS
LEARN Identify New Patterns that....
DEVELOP
SELL
SUPPORT
Wednesday, August 8, 12

88. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process EXTERNALLY INTERNALLY
NON-CUSTOMERS CUSTOMERS
LEARN Identify New Patterns that....
DEVELOP Can be developed and piloted into new
products and services that...
SELL
SUPPORT
Wednesday, August 8, 12

89. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process EXTERNALLY INTERNALLY
NON-CUSTOMERS CUSTOMERS
LEARN Identify New Patterns that....
DEVELOP Can be developed and piloted into new
products and services that...
SELL Will be sold by teams, not individuals
SUPPORT
Wednesday, August 8, 12

90. CRM 2.0 - NEXT STEPS
Systematize
The Innovation
Process EXTERNALLY INTERNALLY
NON-CUSTOMERS CUSTOMERS
LEARN Identify New Patterns that....
DEVELOP Can be developed and piloted into new
products and services that...
SELL Will be sold by teams, not individuals
SUPPORT And supported with current technology
Wednesday, August 8, 12

91. Summary
Thee CRM of the future will be a system
that will go beyond capturing and sharing
data.
It will help companies identify gaps for
product developments where functional,
emotional and social patterns are made
visible and ready for action.
Wednesday, August 8, 12

92. THE END
Wednesday, August 8, 12