Esteban Kolsky,
Esteban provides practical guidance on how to build and leverage CRM's single view of the customer to deliver a superior customer experience and improve profitability.
6. how to make CRM 360 a reality?
data
purpo
se
custo
mer
intera
ction
7. in other words…
how to leverage the value behind the hype
of today’s technologies to create a
collaborative enterprise…
• leverage big data (data)
• leverage social (interaction)
• leverage collaboration (purpose)
8. how to resolve the equation?
• must be customer centric
• must be a combination of processes,
technology, people, metrics, and
governance – not just one thing
• must be in the cloud
– infinitely scalable
– easy integration
– secure and compliant
9. security in the cloud
S
P
I
S
P
I
S
P
I
S
P
I
S
P
I
S
P
I
security
service
security token, created and managed by PaaS
resolving issues of security leads to compliance, plausible integration
11. Integration #2: paas-paas
S
P
I
S
P
I
S
P
I
S
P
IPaaS-PaaS integration,
leveraging the cloud, no need for
middleware,
easiest for elasticity (scale out),
establish once, reuse many
times as necessary
resolving issues of integration leads to scalability
12. scalability in the cloud
design for
scalability in
the cloud
scalability
must occur in
two ways –
up and out
define
scalability by
Capacity
Availability
Performance
cloud scalability
the entire concept of cloud computing was conceived for scalability sake
13. and when you put it all together…
• personalized, complete, and timely
interactions…
• that yield value, helps users and
customers make decisions using proper
data…
• using effective, repetitive, customer-centric
processes that have a purpose
14.
15.
16. five truths of CRM 360
• aim for CRM 270-300ish…
• without a customer, there ain’t 360
• have a purpose for the data you use
• cloud is a must to see data flows thrive
• think ecosystem, not closed system
you will never know all you want
just what you need